The client

Donington Park is one of the UK’s leading racing and event venues. Situated in the East Midlands, they welcome guests from across the UK and beyond to events including race cars, superbikes, truck racing, business events, networking events and many more. They are well known in their industry and wanted to raise awareness of their multitude of offerings through digital techniques.

The challenge

Donington Park had an internal marketing team who were able to provide the implementation of marketing across all channels. They enlisted the team at Impression to provide them specialist and bespoke training to help them better understand:

  • Digital strategy setting
  • User journeys and personas
  • Search engine optimisation (SEO)
  • Digital PR
  • Content marketing

The strategy

We knew the team at Donington Park has existing knowledge of digital and that the biggest opportunity for them lay in improving their understanding of their audience and, specifically, how to use audience personas to inspire action.

We therefore developed a bespoke training plan to facilitate that learning, using a combination of presented lessons and collaborative workshops, where every team member was encouraged to contribute.

The training itself was conducted on site at Donington Park and used a variety of learning materials to account for all different learning styles.

We also provided follow up materials, including video content and a recommended digital strategy outline to help them use their new skills in practical terms.

The results

As a result of the training with Impression, the Donington Park team have improved their understanding of their audience and create a number of personas to help inspire their marketing decisions through user-centred approaches.

Laura came into Donington Park and gave the marketing team some much needed assistance and training in digital marketing. What impressed me and the rest of the team was how knowledgeable she is, but yet was able to explain things to the not so knowledgeable trainees, in a way we all understood. Laura also did a workshop on personas, an eye opening experience and we're so glad we did it.

Find out what we can do for you

Your digital strategy should be having a direct impact on your business bottom line. If you’d like to find out how we can help you achieve better results, get in touch today! Simply fill in the form below and a member of our team will be in touch. Alternatively, give us a call using the number at the top of the page.

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