Architect of the Year Awards refresh
The Architect of the Year Awards (AYAs) is a well respected awards brand within the architectural industry. Its distinctive quality is that it's the only awards to consider a 'body of work' (i.e a portfolio of designs based upon a particular type of building or theme) over individual projects for the majority of its categories.
However, due to a multitude of factors, including the impact of the pandemic on the events industry, stretched resources and a competitive market, the AYAs had a small decline in its event statistics and results in recent times.
Refreshing. Revitalising.
Re-engaging.
My aim was to reverse the decline in influence and momentum of the AYAs through generating new messaging and content for its social media and other major digital channels.
Main objectives
1
Gain insight via research
Conduct primary and secondary research to build a more thorough understanding of the target audience to increase awareness, raise engagement levels, and build upon the AYAs reputation.
Achieved through:
- Creating a survey on SurveyMonkey and analysing the results
- Secondary research i.e third-party reports
2
Content goals
Create novel pieces of content to increase awareness, raise engagement levels, and build upon the AYAs reputation.
Success measured by:
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Average level of engagement (%) on Twitter over May, June and July
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No. of impressions on Twitter over May, June and July
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Pageviews on the AYA website over May, June and July
3
Award statistics
Contribute to reversing the decline in recent statistics.
Targets included:
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Contribute to an increase in the no. of entries YOY (year-on-year) by 5%
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Increase table sales by 5% YOY.
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Increase higher paid attendance figures by 5% YOY
Content and messaging examples
Results
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Pageviews were 15% ahead of the 8,000 page view target, hitting 9,204
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Twitter impressions were up 10% YOY against the same timeframe, hitting 22k. 100s of impressions were also recorded on Building Design (the editorial brand associated with the awards) on LinkedIn and Instagram accounts for AYA content.
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Engagement figures for the new content consistently hit over 5%. One piece of new content and messaging had a 14.7% engagement rate.
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Entry figures were up 11% YOY vs the 5% target, hitting 161 entries. Attendance figures hit just over 400 whilst finalist booking numbers were up by 12% YOY.