Pennells Garden Centre – Lincoln
A few years ago, the Lincoln branch of Pennells Garden Centre underwent a major refurbishment across the whole site. This included incorporating a brand new foodhall, creating a huge fully covered plant area and expanding the restaurant capacity.
The Foodhall promotes high quality Lincolnshire and regional produce and includes the award winning Gary Simpson Butchers. The fully covered plant area massively increased the square footage of the garden centre. This allowed them to showcase a fantastic range of trees, plants and shrubs. As well as this, the restaurant seating capacity was increased to over 400.
Having made this investment, Pennells Garden Centre wanted to promote the centre as a great place to visit. It was important to not only promote it in and around Lincoln, but also to the wider region. The client also has a smaller garden centre near Cleethorpes, so this needed to be taken into account.
The Lincoln site is situated conveniently near the A46 Lincoln by-pass, making it very easy for people to commute there from around the region.
We had already worked with Pennells before by producing their new website. As such, we were asked to put together a marketing plan to help promote the Centre. We looked at both billboards and bus advertising to do this. Although the billboards offered great visibility, the number of sites available in and around Lincoln at the time they needed them was restricted. It was for this reason we went for a bus rear campaign backed up by a 40,000 leaflet drop.
The bus campaign comprised of 28 bus rears over a 4 week period around the two May Bank Holidays. We planned buses to go out of the Lincoln and Grantham depots in order to cover all the main conurbations in Lincolnshire and also into Newark. These buses would then cover many of the routes out of each depot allowing the clients message to be seen in the towns and villages in the region. This was really important as it would capture people commuting to and from work and also locals in the towns and villages.
The creative used was simple but highly visual. It highlighted the refurbishment and also gave reasons why people should visit such as the concessions within it and the restaurant capacity.
We also organised the 40,000 leaflet drop to Pennells existing database from their Lincoln and Grimsby centres and also through the Lincolnshire Echo and Grimsby Telegraph.
The timing and the nature of the campaign proved to be a success as footfall increased throughout May and has continued ever since.