Tivoli is a leading UK grounds maintenance provider working with local authorities and housing associations. It approached Gunning Marketing to create a whitepaper on green spaces and mental wellbeing. Gunning Marketing recommended stepping back to build a wider content strategy, transforming the initial idea into a multi-stage campaign that generated strong engagement, numerous leads and industry-wide praise for Tivoli's thought leadership.
The client initially approached us to create a whitepaper focused on the importance of green spaces to mental wellbeing during the pandemic.
Using the client’s intended topic as a starting point, we suggested taking a step back to look at wider content strategy. Following a strategic workshop, we recommended tweaking the approach to create a multi-pronged campaign more closely aimed at their target audience.
The initial guide was titled ‘Managing outdoor spaces: Lessons from Coronavirus,’ and focused on how local authorities and housing associations can support communities and ensure value for money – during the pandemic and beyond. As a second campaign stage, we created a checklist on how local authorities and housing associations should open up outdoor spaces after lockdown.
The creation process involved interviews with Tivoli team leaders and research to gather information and create valuable content with practical advice. We also created landing page and email copy to support content distribution.
With strong engagements rates, the guide created a buzz among the target market and generated numerous leads.
Feedback has been incredibly positive. One customer enthused that he had ‘almost fallen off his chair’ on first reading the piece of content. It was, he declared, ‘Exactly what contractors need to be doing’ and indicated that he had passed it to contacts around the country.
