FREEMANS EVENT PARTNERS

Communications strategy, Earned media relations, Social media strategy and management, Award entries

Freemans Event Partners (FEP) delivers a cross section of services to the events market from bars and catering to concessions, logistics and tech support. Our brief is to increase the overall presence of the Freemans Event Partners brand within the wider events and hospitality industries, through media engagement and engaging social media, positioning Freemans Event Partners as the ‘go to’ events partner.

  • To drive brand awareness with top-tier venues and event organisers through earned media coverage – extending the reach and volume of previous activity.
  • To educate audiences on the depth and breadth of Freemans Event Partners’ services.
  • Continue year-on-year growth of all of Freemans Event Partners social media channels, leveraging hero events throughout the year as lynchpin content. Increase engagement across social channels, aiming for a 20% increase in followers across LinkedIn, Instagram, Facebook and 5% on Twitter in 2022.
  • All activity would be hinged around five core pillars of recruitment, sustainability, partnerships, expertise and heritage.

Event industry professionals, stadium, venue and event hospitality sectors were key to executing this strategy.

These industries are operationally crucial to Freemans Event Partners, so an ongoing presence through newsjacking and thought leadership, would place Freemans at top of mind for key decision makers within these sectors.

LinkedIn would also be crucial to delivering owned thought leadership content around key industry themes and subjects.

The strategy was to forge editorial partnerships with key titles across target sectors, making newsworthy content out of the Freemans Event Partners new and existing business pipeline.

We would also reach new audiences through additional channels, such as industry body newsletters and social media pages, as well as strengthening the Freemans employer brand with relevant award entries.

In addition to this, we would leverage key individuals within the business and position them as thought leaders on relative subjects. This strategy would be implemented within the media and across Freemans owned channels, particularly LinkedIn.

Social:

We created an annual content calendar built around hero events, such as the British Grand Prix at Silverstone, Harry Potter: The Forbidden Forest Experience and key sporting fixtures such as the NFL @ Wembley Stadium and Twickenham’s Autumn Internationals.

Part of our social strategy was to showcase the diversity of the Freemans Event Partners hospitality offering, by sharing content from concessionaires. Another benefit of this was the ability to increase the reach of these posts.

A LinkedIn Leaders programme of longer-form thought leadership posts has given the senior team a means of demonstrating expertise.

Media:

We created a rolling monthly news pipeline of company milestones  – new business wins, key hires and appointments. The strategy was created and executed to give Freemans Event Partners a steady share of voice within the pages of key trade media, highlighting their wins and expertise to add value to the brand.

Lords:

Lords appointment of Freemans Event Partners was a major win for the business, and subsequently a major coverage splash across key trade titles such as Football & Stadium Management, The Stadium Business, Access All Areas and Contract Catering.

Costa Coffee:

Freemans Event Partners’ work with Costa Coffee –  bringing the high street brand into high tier sporting events was an industry first. We secured coverage across the stadium, business and hospitality media sectors, including coverage in the Perfect Daily Grind, the ‘world’s leading voice for coffee’.

New business wins:

Secured key event trade media coverage marking numerous new business wins for Freemans Event Partners.

Coverage highlights:

30 pieces of media coverage, from March to September totaling a combined reach of over 1.9 million.

Social highlights:

Over 115% increase in total engagement and a 76% increase in referral traffic from social channels to the website in 2022.