We were commissioned by Trident Housing Association in early 2016 to work alongside our good friends at Hidden Spaces to undertake a marketing and research campaign for a 18th century heritage site in Edgbaston, Birmingham. The brief was to raise awareness of the endeavors being undertaken by a number of groups to create a sustainable and active body of volunteers around the building. Trident wanted to create a network, called Friends of the Folly (FoF), to support the growth of the tower's future.
How do you market a tower?
First and foremost we needed to help solidify a campaign that any activities and resource creation could sit underneath. We came up with #follysfuture a broad net for catching social and academic discussion around Perrott's Folly.
We used the strong heritage/architecture social media reach of our friends Hidden Spaces to reach out to the West Midlands community and inform them of the formation of the FoF group. Through a research campaign of data gathering and dissemination we created a database of contacts who were willing to dedicate their time to the FoF group and also what the wider public's perceptions and aspirations for the Folly were. The data gathering phased ended with a public engagement evening.
At the close of the project we produced a video which you can watch on this site. The aim of the video was to give an insight into the story of one of the Folly's volunteers and how they feel connected to the building, hopefully inspiring viewers to get involved with Perrott's Folly.
The FoF group is actively supporting Trident Housing Association and Re-Future, who are delivering an options appraisal for the building. To find out more about Perrott's Folly check out the Folly Project and the Hidden Spaces collection.