A few weeks ago, Darlington Rugby Club was transformed for the annual TeamLuke Family Fun Day, an event filled with giant inflatables, live rugby matches, food, and music. The atmosphere was electric, but the most impressive takeaway was the sheer scale of the turnout, with over 1,600 people passing through the gates. While the day itself was a triumph, the success started months earlier behind the scenes at Hubspoke Media.
Crafting a Three-Month Social Media Roadmap
Our involvement began on the 23rd of February, nearly three months before the first guest arrived. Hubspoke Media formulated a comprehensive social media marketing strategy designed to build sustained momentum. This plan involved:
- Consistent Posting: We maintained a schedule of three posts per week to keep the event at the forefront of the community’s mind.
- Showcasing Value: Content focused on highlighting sponsors, available opportunities, and nostalgic highlights from previous years.
- High-Quality Video Production: We brought Mark Bell into the studio to film five dedicated videos, which were then scheduled as Instagram Reels to drive engagement in the lead-up to the event.
Blending Digital Reach with Local Presence
To ensure maximum visibility, we didn’t just stay online; we integrated the digital strategy with a physical presence across Darlington. Hubspoke Media developed a new event brand specifically for the TeamLuke Fun Day to ensure all assets were cohesive.
We distributed flyers to local shops and strategically placed six banners throughout the town, including a high-visibility placement on the Feethams Roundabout to capture the attention of both pedestrians and drivers. On the digital side, we utilised Instagram’s collaboration tools, adding sponsors and organisers as collaborators so they could easily share posts and expand the event’s reach to new audiences.
The Final Push and On-Site Event Coverage
As the event drew closer, Hubspoke Media executed a final “countdown” push during the last week to drive ticket sales and peak excitement. This strategy was reflected in a significant spike in issued tickets through the TicketTailor platform.
On the day of the event, our team shifted from promotion to media capture. While part of the team focused on the Family Fun Day festivities, photographer Adam Walker captured the high-energy rugby matches and evening entertainment, ensuring every aspect of the day was documented for future marketing.
Exceptional Results: By the Numbers
The impact of this strategic approach was clear in the final analytics. Between April 21st and May 21st, the campaign achieved:
- 168,000 views on Facebook.
- 28,000 views on Instagram.
- A staggering 400% increase in engagement compared to the previous month.
At Hubspoke Media, we specialise in more than just taking photos; we work with you to strategise your marketing, create a compelling campaign, and capture the results on the day. If you’re looking to uplift the quality and professionalism of your marketing for an event you are running, book a discovery call with us.