"Evergreen: retaining relevance, popularity and usefulness. Enduring"..
We are a Marketing Communications agency that specialises in building online and offline communities to ensure our clients maintain an evergreen reputation.
What we do
and how we do it
We use a range of activities including PR, Social Media, Paid Marketing, SEO, Direct Marketing, Market Research, Website Development & Analysis and Event Management to build communities for businesses, places and social enterprises.
By creating strong communities, we help our clients achieve their marketing and communications goals, from increased media exposure and online visibility to stronger employee and visitor engagement.
When it comes to designing strategies to help our clients build communities and achieve their goals, we adopt the AIDA approach.
AIDA is a sales funnel that was first developed in 1898. It stands for Attention, Interest, Desire, Action and essentially applies these words to an apple cart business to explain the practice of marketing.
Whilst technology, the internet and social media have certainly shaken up this funnel, the principles remain the same.
It worked something like this… You were the owner of an apple cart with big ambitions to expand your business. First you need to get some attention for your cart, by bellowing “get yer lovely apples” or putting up a sandwich board.
Then you needed to court interest, perhaps engaging people with witty banter, you would also want to stoke desire by making sure your product looked at its best so people would take action and buy some apples.
If you got this process right you were well on the way to being able to afford your second cart.
You probably don’t sell apples…
But the principles are the same. You can read more about how we have adapted them to the new digital landscape below.
There are five core channels that you can manage to get the attention you need to flourish.
Anything you pay for to get guaranteed exposure: advertising, PPC, media buys, remarketing, social media promotions.
Public. Relations. The communication of who you are, what you are doing and what you believe in.
Beyond search engine optimisation (SEO) this also involves managing your online presence so you appear in the right places and come across as credible.
Developing your social voice in the right places is now essential, whether that be on LinkedIn, Facebook, Instagram, Twitter or any other platform.
Whatever you do to directly reach out to your audience, from email marketing, to direct mail, to physical events.
The place you get your audience interested is no longer your apple cart, it’s your website.
Your website is your chance to communicate what your organisation is about and get people excited about it.
It needs to accurately reflect your brand and be full of punchy, relevant content with enticing calls to action.
To convert interest, you need to understand what makes your audience and market tick.
You need to understand what motivates your audience and ensure you are appealing beyond pure rationality, to the emotions and desires that drive them.
If you are not monitoring the impact of your marketing, give us a call right now.
This is the backbone of what we do and is essential to optimising your strategy and getting it right.
An engaged community will drive sales (apples or otherwise) and engagement.
Hitting your targets and taking your organisation where you want it to go. Get the rest right and this is where you’ll find yourself.
Who we've worked with
And what they say
The new website looks great and we have seen instant results. Bookings are up 70% over the last 6 months. That's without doing anything extra online to increase traffic.
Brett Neagle, Owner
Auswalk Walking Holidays
We have a complex network of nearly a 100 different social media feeds and Evergreen has provided invaluable strategic advice in managing how we best develop them. A great partner.
Head of Media, City of London Corporation
Evergreen continually surpassed our social media targets across Facebook, Instagram and Twitter. Finding an agency that understands brand voice and the importance of long-term reputation proved crucial.
Caroline Drayton, Director of Communications
St Pancras Renaissance Hotel