Reaching Gen Z with targeting consulting and advice
Overview
Production Futures, led by CEO Hannah Eakins, is dedicated to revolutionising the production industry by creating work and learning opportunities for young people across live events, film, music, festivals, and more. The organisation focuses on making the production industry accessible, inclusive, and welcoming to today’s youth, nurturing the next generation of talent and fostering a diverse workforce for the future.
Challenge
Hannah faced a unique challenge in bridging the generational gap between the seasoned industry professionals (Gen X) and the younger Alpha/Gen Z audience she needed to engage. With a business model reliant on both B2B funding and B2C outreach, she needed to effectively connect with a young audience while managing her time between business demands and frequent travel. Hannah also lacked some expertise in digital marketing, particularly TikTok, which was crucial for attracting and engaging the younger audience.
Solution
Leveraging their experience, Intend provided comprehensive digital marketing consultancy to Production Futures. Including:
Social media strategy: Transitioned from static graphics to dynamic video and more engaging visual content. Launched a new TikTok account featuring engaging vox-pop style videos tailored to resonate with the Gen Z audience. Introducing Meta ads as a means of generating more event sign-ups. And develeoping Hannah’s personal LinkedIn to position her as a thought-leader in her industry.
Content creation: Led the recruitment of freelance content creators and a social media manager, providing briefs and guidance to ensure high-quality output align with the new strategy.
Email marketing: Introduced targeted email marketing strategies, moving beyond generic newsletters to personalised campaigns that increased event ticket sign-ups and audience engagement.
Brand development: Advised on updating the company’s mission statement and values plus revised brand guidelines and policies to maintain a positive reputation with the young audience.
Results
An ongoing collaboration, so far we have seen these excellent results:
Increased engagement: Improved content quality and consistency led to higher follower counts and engagement across social media channels, including Instagram, TikTok, and LinkedIn.
Enhanced brand awareness: A clearer and more cohesive/updated brand presence boosted recognition and trust within the target audience.
Successful campaigns: Targeted email marketing campaigns resulted in increased event ticket sign-ups and more effective outreach.
Next steps: Intend is now focused on developing Hannah’s personal brand to establish her as a key voice in the industry, further amplifying the impact of Production Futures.
Client Feedback
“Sophie has been working with us offering digital and social media marketing consultancy for almost a year. Her advice is extensive and has really helped us hone the Production Futures brand and start to use platforms like TikTok to speak directly to our audience. She also led the recruitment to help us find a part-time social media manager, which is what our business really needed and she could see that. She also leads our email marketing efforts with great results, as well as our LinkedIn company page and my personal brand as CEO. She’s also run regular content days where she’s lead producer, leading a team of content creators to maximise content for our socials and beyond.”
— Hannah Eakins, CEO of Production Futures