The Pavilion Cinema in Galashiels is one of only a few independent cinemas operating today in Scotland. The building itself has been a cinema since 1920, having gone through various ‘re-brands’ over the decades.
Develop a clear brand identity for the Pavilion Cinema that is consistent across all marketing platforms and collateral.
Develop a digital media content plan to engage with the local market, telling the story of the cinema, both about its history and about the team who work there today.
We started by holding a staff workshop, spending time with the team to get their input into a new strapline for the cinema. This not only gave us inspiration for the strapline but also engaged staff with the entire project.
Simultaneously, we worked with the management team to create brand identity options. Key to the success of the project was using the current brand and ‘lifting’ it to reflect the cinema today.
Once the brand was agreed, we then created a digital marketing content plan that included content for blog posts, e-mail marketing and an annual social media content plan.
A strong and clear brand identity is now used consistently.
The team are much more active on social media, engaging with their community on a much more personal level (not just pushing the film studio produced content).
The cinema’s website was also updated and streamlined to greatly improve the user experience and the team also publish a regular blog which has already received great feedback.
“The Pavilion is a family run, four screen independent single site cinema in Galashiels in the Scottish Borders. Everything we have done previously to communicate with our customers, from printed flyers and “showtimes” leaflets through to the design of our web site and email newsletters, was all self taught and in house designed. Recognising that there was no common “look” for the business, and that we really needed professional help in these areas, we turned to Emily at McGowan Marketing.
And we are extraordinarily glad that we did! Emily refreshed our logo, assisted us in establishing a strapline and integrated both into a standard “look” and design for our marketing materials. She established a core colour template for us to use to maintain consistency with our brand. Emily was sympathetic to the specific needs of our business, understood the way our films change on a weekly basis, but kept us in line in ensuring that those changes in our marketing remained within the template she set out for us.
Emily established a “social media plan” enabling us to drastically ramp up our social media presence and engage with our customers on a more significant level.
Emily is backed up by an excellent team who really know their stuff. We are absolutely delighted with the services we enjoyed from McGowan Marketing and would have no hesitation in recommending them to any business.”
Andrew Poole, Business Owner, The Pavilion Cinema.