We took the opportunity to evolve the awards again and gave the logo a spring clean, updating the colour palette to bring vibrancy, and introducing the background texture to give it some depth. The hand-rendered typography brought a more organic/earthy feel against the san serif type, and we also created a tabbed/banner logo lock up which could be used as is, or with a darker green band to highlight.
One issue we identified last time was that people felt the application process was too complex, so this year we streamlined the application process, removing a significant barrier to nomination. We then set up automated email journeys to keep people informed and encouraged along the journey from interest to nomination submission. We were also able to create a separate section of the Green Suffolk website, to give the Awards their own area with its own specific branding and navigation.
We took insights gained from our previous campaign and mapped specific audience groups by channel to allow us to prepare, activate and manage the campaign through paid social media. We also worked with Suffolk County Council’s internal press team to generate media coverage. We arranged an Instagram ‘greenout’, the day before launch, with official and partner channels posting a simple green square with the leaf design on it to raise interest and build anticipation, then ran a digital advertising campaign across Meta and Linkedin to drive awareness and encourage nominations.
On the day of the awards, we supported with menu boards, certificates and name badge, plus a showreel introducing the awards and the nominees.