Royal Gunpowder Mills

Principal Involvement :  Marketing Strategy and Implementation

Marketing strategy development and delivery of post-pandemic marketing plan

We were commissioned to develop a marketing plan for the Royal Gunpowder Mills just as the Cover pandemic hit the UK when the attraction was faced with uncertain future funding and temporary closure. Mid-study our strategy was therefore realigned to focus on activities which would improve marketing tools and strengthen in-house marketing skills in preparation for reopening. Some months later we were re-engaged to assist the team with marketing delivery, funded by a grant from the Cultural Recovery Fund, including managing e-mail campaigns, social media and PR

Set in 170 acres of natural parkland, the Royal Gunpowder Mills were in operation for over 300 years and are the only UK gunpowder manufacturing site to have survived virtually intact. The Mills were known as ‘the island’ due to the network of canals which were developed to transport gunpowder to and from the site and there are more than 20 buildings of major historic value to explore. Featured here are the remains of a Victorian hydraulic press house. Pressing made gunpowder more effective as well as making it more likely to survive through transportation.

Project Objectives:

Review marketing activity to date
Develop a new marketing strategy
Deliver the marketing action plan

We have successfully worked with Finella on two marketing projects at the Royal Gunpowder Mills. Her insight into our previous marketing activity and the plans she produced for us as a result were excellent; we’ve really enjoyed working with her and would certainly recommend Iridescence’s services.

Helen Hamlyn, General Manager