Leader Communications Client Services Director Lucy Boyes is the toast of her village after playing a leading role in a campaign to save their local pub from closure.
As the Communications Lead for The New Inn Salvation Squad – the steering group assembled to save the pub – Lucy has been able to bring her 20 years of marketing expertise into play to raise the profile of the campaign to save the New Inn pub in Norton Lindsey, Warwickshire.
Having been first established as a coaching inn in 1750, The New Inn ‘s near 270 year existence came under threat July last year, when its owners Enterprise Inns put it up for sale on the open market exposing the pub to developer interest.
The prospect of sale led Norton Lindsey residents to form the Salvation Squad, with a plan to purchase the pub for £312,500 having agreed the price with the pub’s owners.
An investment share offer, crowdfunding campaign and even forming a choir to record their own version of the Christmas classic ‘The Holly and The Ivy’ were all part of the fundraising activities launched by the Salvation Squad as they set set out to achieve their target.
Lucy in her role as Communications Team Leader helped create the identity, development and design of a range of marketing collateral which included the Salvation Squad website, generating publicity and raising the profile of the campaign through traditional print, broadcast and social media.
By deploying all the skills used regularly in her working role at award-winning communications agency Leader Communications, Lucy secured high profile coverage in local and regional print and broadcast media including the Coventry Telegraph, ITV Central News, BBC Coventry and Warwickshire and ITV Tonight.
Under her leadership The Salvation Squad’s website and social media channels also proved highly effective tools in taking the campaign message out into the wider world to help generate the funds required to save the pub.
Commenting on her work Lucy, said: “The vision all along has been to not only save the pub but to turn it into a thriving hub for the local community.
“It’s been a really positive experience to use my design and communication skills for such a worthy campaign, ensuring that the village community has a ‘hub’ for all to enjoy today and for the future.
“The campaign has involved a lot of hard work but by creating the right identity and raising the profile it has proved extremely beneficial in raising £340,000 – in just one month!
“This amazing journey from despair to joy has firmly cemented our village community together as we look forward to a new and brighter future for our pub.”
At Leader Communications Lucy works across a number of key client accounts including the automotive, leisure and tourism, B2B, charity and education sectors.
With over 20 years of experience working in the marketing communications, design and digital arena, she has been involved in multiple integrated campaigns for B2B, B2C & third sector organisations.
Her strategic approach ensures that projects and campaigns deliver results against key objectives and metrics, using the latest tools and techniques.
James Holden, Managing Director of Leader Communications said, “Lucy and the whole Salvation Squad team have worked really hard to secure a key resource for the village community. The whole area owes them a very big thank you indeed.
“It’s also rather interesting for me to see how through Lucy, Leader has once again helped to save part of Norton Lindsay’s infrastructure. Twenty years ago when Wolverton School was threatened with closure, we got involved with a successful campaign to save the school.
“I’m beginning to think that whenever one of the pillars of the Norton Lindsay community is threatened someone on the Leader staff steps up to help, which is just as it should be for a locally based business that believes in the importance of community.”
Leader Communications is an award-winning consultancy and was a Finalist in the recent Coventry Telegraph Business Awards 2016.
Originally founded by Managing Director James Holden’s father Bryan in 1965, it employs a team of client facing directors, each specialists in their field, plus a hub of support staff working from a rural headquarters just north of Stratford upon Avon, in the heart of Warwickshire.