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Communicate Marketing, NorwichFairhaven Woodland & Water Gardens Case Study

 
 

Background

Oscar OtterSet in the heart of the Norfolk Broads, Fairhaven Woodland and Water Garden is a unique and secret garden hideaway, rich in wildlife. The garden is a registered charity and has an eclectic mix of native and cultivated plants with a network of dyke systems and a private broad. The Fairhaven team were very pleased to win £500 of free marketing as the winners of a competition we ran for members of local tourism body, VisitNorwich.

Brief

One of Fairhaven’s key objectives was to increase the numbers of visits from young families and children’s groups – and raise awareness of the wildlife to be found at the attraction. They also recognised that their existing children’s nature trail leaflet catered for older children, needed updating and a new version should also be produced to appeal to younger children, from 4 upwards. Following a funding award from The Broads Authority, they also required new map and information boards to be designed, produced and situated around the gardens.

Results

Charlotte Ware from Acle High School was chosen as the winner of a Year 7 (age 11/12) competition for art students at Acle High School, to create the new Fairhaven character. The story was featured in the Eastern Daily Press, Norwich Evening News and Great Yarmouth Mercury newspapers, providing great coverage for the new children’s leaflets and map boards. Fairhaven’s links with Acle High School have also been strengthened, to the benefit of all. The two new leaflets and 6 new map boards to go with them have an educational theme and were designed and developed by Communicate Marketing. Fairhaven were delighted with the outcome:

Communicate Marketing in NorwichThank you again for all the work you put in - I am very pleased with our new leaflets. It has made a huge difference to us and I hope family groups exploring the garden enjoy completing the nature trails with Oscar’s help.

Louise Rout, Manager, Fairhaven Woodland and Water Gardens
Communicate Marketing in NorwichIt was great that Fairhaven chose my character. Oscar looks really good in the leaflets and on the map boards.

Charlotte Ware, Oscar the Otter’s creator, Acle High School

Work

To help achieve these aims, Communicate Marketing recognised there was an opportunity for an illustrated animal character to be developed to appeal to children. This character would be used to help children answer the questions in two new nature trail leaflets (for ages 4-7 and 8 plus), and appear on the new map boards. It was agreed that the new map boards would provide information to help older children answer some of the nature trail questions. We recommended younger children have a simple sheet describing 4 animals found in the gardens, with a blank box and description for each. Children would have to read the clues on the new map boards around the gardens, find the right animal, then place the sheet over an animal’s footprint on each board and use a wax crayon to make a rubbing into the correct box. Fairhaven already has strong links with its local high school in Acle, so it was decided a competition should be run with year 11 art pupils. The pupils were asked to draw a number of animal characters, from which ‘Oscar the Otter’ was chosen.

Fairhaven Case Study



Fairhaven Case Study

 

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