Graphic Design | Branding | Video | Paid Social
St Helena Hospice - Midnight Walk
Relaunching the Midnight Walk
St Helena Hospice chose Mosaic as its marketing partner to assist with relaunching its Midnight Walk fundraising event in 2024, after a 5-year hiatus.
Event objectives:
- To convert a minimum of 800 people to sign up to take part
- To raise £66,800 from the Midnight Walk event
- For 30% of participants to be new supporters of St Helena
Marketing objectives:
- To assist with achieving the event objectives
- To create a new brand identity for the Midnight Walk
- To accurately and effectively track the origin of signups, attributing ROI to specific marketing activities
Audience segmentation
Mosaic tailored its campaign approach by creating audience personas for the event’s key target demographics. These informed marketing tactics, messaging, activities and selected channels of communication.
We opted to focus primarily on digital marketing solutions, to more effectively track event sign ups and ROI.
323% ROI from social media advertising
62% of new supporters secured
Photo & video shoot
With content from past Midnight Walk events too old to utilise, Mosaic organised and managed a photo and video shoot to create eye-catching content illustrative of the event. The shot list we devised took into consideration audience personas and the intended media usage across print materials and digital platforms.
A crowd of enthusiastic volunteers donned bright luminescent outfits, to act, dance and walk for the cameras at what would become the future event village at the Colchester United stadium.
Video footage was edited into snippets suitable for promotion on Facebook, Instagram and Tik Tok. Each identified target age group had their own content series developed, incorporating editing styles and messaging deemed most appealing and appropriate from research.
A luminous new brand
To reflect the neon party theme of the walk, Mosaic designed a fresh, distinctive brand for the event. This took inspiration from neon signage, while ensuring a connection to the St Helena brand through the chosen colour palette.
The logo concept was created in a way that was easily translatable across digital and print media, plus in physical form as a medal. The shooting star elements were developed as brand elements, enabling them to be used in their own capacity across marketing materials for visual interest.
Graphic design
Mosaic created posters, flyers, banners, social media post graphics and route maps, for St Helena’s community outreach, event and marketing teams to utilise as part of their promotional activities.
Social & radio advertising
A series of advertising on Facebook and Instagram formed an integral part of the overall campaign, helping to relaunch and raise the profile of the event, promote special sign up offers and communicate milestones in the lead up to the walk.
At the beginning of the campaign, we used split A/B testing to determine which content type (video/graphic/carousel) achieved the most engagement and action in each of the target age groups. This informed the approach for the rest of the campaign, ensuring the best content was utilised during the period predicted to achieve the highest levels of event registrations - based on data from previous and similar St Helena events.
Partnering with Global, Mosaic also facilitated a radio advertising campaign on behalf of St Helena, targeting Colchester and Tendring listeners of Heart radio. The ad was played during the last few weeks leading up to the event.