The Night Yard is a charming wedding venue located in the scenic heart of Kent, just 10 minutes from Canterbury. Established on a historic site dating back to 1898, it originally served as a cattle shelter. Over the years, it has been transformed into a serene and rustic wedding venue.
With a set of clear goals in place, Oak Creative’s Creative Partnership programme with The Night Yard has delivered timely and impactful results. Oak Creative provides a reliable resource of creative and marketing expertise to support The Night Yard’s team, to drive brand awareness and increase wedding enquiries.
The Night Yard appointed Oak Creative as their Creative Partner in April 2023. Poised with clear objectives and a strong marketing plan in place, Oak Creative defined the brand and delivered tangible results for the business.
Within the first 3 months of going live, the new website has achieved:
- 19% increase in average monthly enquiries year on year
- 50 second uplift in time spent on the website
- 20% increase in mobile traffic
Results for Instagram show:
- 51% increase in followers year on year
- 14% of people viewing a post then went on to view profile
- Average monthly reach is 4,800, with best performing month June at 6,800
Our Partnership with Oak Creative continues to go from strength to strength. Having set clear project goals in the beginning, the team has been dedicated in helping us to achieve them by defining our ideal customer base in order to unlock our venues true potential – with fantastic results. Their insight and expertise have helped us to craft powerful communications and implement a lead generation strategy. We now feel our brand is in a great place thanks to Oak Creative and we truly value their partnership.
Why did The Night Yard need a Creative Partnership?
The Night Yard approached Oak Creative after their wedding bookings for the season had plateaued. With a new team in place to manage wedding operations, the Managing Director wanted to support the sales and marketing team with an external resource specifically focussed on increasing bookings.
A creative partnership with Oak Creative encompasses a tailored, strategic approach to brand and marketing development, centred around a set of defined marketing objectives established from the start.
How does a Creative Partnership start?
Oak Creative started working with The Night Yard in Spring 2023. We started the collaboration with a discovery meeting to understand more about the workings of the business and the challenges it faces. It was during this first meeting that a rapport was built and we saw the huge potential to make a difference to The Night Yard business.
From that meeting we identified the key goals that our creative partnership would strive towards. We mapped out our suggested marketing plan for the year ahead, detailing monthly marketing activities that would guide the brand strategy, whilst providing professional support to realise our goals.
How did Oak Creative define the brand offering?
To help The Night Yard redevelop the brand to resonate with the right audience, we embarked on a comprehensive journey starting with industry research. This was crucial to inform our thinking early on and understand the market The Night Yard is competing in.
Following this, we developed a feedback survey questionnaire to glean insights from enquirers and conducted an audit on past brides/grooms to understand why they chose The Night Yard as their wedding venue.
Using the information gathered, we produced a crib sheet of customer personas. This helped the team to understand their customers better and was used to produce key messages that speak directly to the audience.
This was a key foundational process to truly define The Night Yard’s offering and points of differentiation.
What has Oak Creative designed and delivered for The Night Yard?
Oak Creative has designed and built a bespoke website aimed at informing and engaging prospective clients about the venue.
Analytics data (from the The Night Yard’s previous website) showed us that we needed to get visitors to spend more time on the site.
We set out to improve user engagement by providing content and visuals that retain the audience’s attention; these visitors would then be more likely to make an enquiry.
Oak also designed and printed a stunning venue brochure, which includes a ‘plan your day’ pack for prospective brides and grooms. This was designed specifically to accompany viewing appointments, as a take-home piece which also serves as a helpful resource.
Oak have helped plan social media activity each month and coordinate advertising. We have also created a variety of templates for social media and delivered digital and print advertising design.
What have the results been?
A key goal was to achieve an uplift in enquiries with an increased conversion to viewings, and then bookings. So far, the Night Yard has seen a 19% increase in average monthly enquiries year on year.
To do this, we established a lead generation plan to identify the best communication channels to reach their audience and created an activity schedule for lead capture and follow-up.
Secondly, driving traffic to the website was fundamental for online visibility and engagement. The newly designed website achieved a 50 second uplift in time spent on the site and a 20% increase in mobile traffic within the first 3 months of going live.
Oak Creative operates as an extension of The Night Yard’s team, providing a reliable resource of creative professionals, supporting their overarching strategy, and delivering agreed monthly outputs as well as accommodating ad-hoc ones too.
How will the Creative Partnership continue?
Oak Creative and The Night Yard have set the foundations for a successful creative partnership, which we are confident will transpire into a long-lasting partnership.
We are focussed on maintaining a high number of wedding enquiries and bookings for 2024/25, and this will remain the priority going forward. This includes monthly social media planning, paid advertising and ongoing website performance reviews.
Whilst the remit so far has been focused on weddings, The Night Yard is also an events venue which can cater for leisure and business occasions. Oak Creative’s marketing and design support can be extended to facilitate these events, as well as continuing to use our learned operational understanding to diversify into other areas too.