20 Bedford Way is a unique and flexible events venue in Central London. The property is owned by UCL Institute of Education, and its rooms are used for hosting internal and external events.
In 2013, the IoE re-launched the venue with a new identity in order to appeal to a new audience and attract revenue from external sources. After working with a branding agency to create a new identity for the space, 20BedfordWay was launched. Digirank was enlisted at the start of the project to help raise their profile, online visibility and ultimately, revenue.
20BedfordWay were keen to grow bookings from external businesses to drive increased revenue. They wanted to target an audience who needed to book a central London event space for a conference, training event or performance. The 20 Bedford Way brand needed to maximise their online exposure for relevant keywords, as well as building awareness of the brand within new target audience sectors.
The key events they needed bookings for were:
Once we had established the aims and objectives for the digital project by spending time in the business with the project owners, we were able to develop a bespoke digital marketing strategy to fit the campaign goals.
The strategy encompasses a range of techniques and channels to influence users at different stages in the customer buying journey. This included paid advertising, content marketing, online PR, search engine optimisation and social media management.
We work closely with the management team at 20BedfordWay to analyse and understand the target audience sectors. We regularly carry out extensive research into the industry, looking at keywords and search trends as well as gaining insights using social channels. This in-depth research and performance analysis drives and informs the ongoing strategy by highlighting new opportunities for the brand.
Onsite technical audits ensured that the site was fully accessible for users and search engines. Keyword optimisation, creating new pages and analysing user experience and engagement areas are important areas which help with improving visibility in organic results and onsite conversion.
The project has presented some really interesting content opportunities. The ‘Brutalist’ style of the building and its prime location in central London has given us significant opportunities for content creation and outreach. In-depth content pieces capitalised on these attributes and were used to engage with a very passionate online audience. This has helped us build awareness of the building, the brand and increase the website’s authority in the search engines.
As the campaign has matured we have been able to understand which specific types of events the 20 Bedford Way space is suited to, including book launches and comedy gigs (Russell Brand even performed there). Creating incredibly niche, focused and engaging content pieces to appeal to a narrow audience has been a key part of the digital strategy. This style of content has also been very successful at generating engagement on social media.
Over the last 3 years the 20 Bedford Way digital campaign has driven huge increases in traffic volumes, website enquiries and bookings year-on-year. In 2016, total website traffic grew by 25%, and organic traffic by 51%, year-on-year. Organic enquiries increased by 29% in 2016, year-on-year. Online searches for the brand have grown 46% in the last year.
The success of the campaign led to 20BedfordWay being shortlisted for two awards at the Meetings Industry Marketing Awards, including Best Integrated Marketing Campaign.
“As a new brand into the venue hire market we were looking to build our online presence and visibility quickly. Digirank came up with a well thought out and professionally put together proposal for a multichannel approach to build a sustainable and high impact campaign. The impact the combined approach had on our business was noticeable. We've seen enquiries increase greatly over the duration of the campaign. Digirank are very proactive and full of great, innovative ways to target the markets we are trying to reach.”