Digital strategy for Wintringham St Neots

Strategy

We began with audience research and insights, and developed those insights into audience personas. Our personas represent local audiences and recognise the movement of people. St Neots is well located for commuting in and out of the area from London, to the north and through the Oxford-Cambridge Arc.

This formed the basis for the digital strategy and resulting user experience design for a new website. The issues that mattered to the local community have been translated into frequently asked questions for the website.

A social media strategy came next. Drawing on unique insights formed via social listening. The social media strategy guides content to create a social buzz in the local area. Paid media works harder to draw in commuters as they travel through.

To help support audiences with a range of accessible ways to access information, at home or on the move, we recorded a new podcast series. Wintringham’s podcast consists of six high-quality episodes with authentic sounds recorded on location at the development. Story narration is provided by Jo Youle, alongside interviews with the development team, partners and members of the local community.

Outcome

Our early insights built a strong digital strategy and foundation for the resulting campaigns. Following a collaborative approach with the communities, creative and web development teams, Wintringham, St Neots won silver for ‘best use of digital in property sector’ in the 2020 Digital Impact Awards. Results for the podcast series include 13,500+ podcast audio clip thru plays at an average cost of just £0.05. Results from the website include 2.16 mins average dwell time and 570 conversions to the database in the first month.