“ Invaluable insights with an action-plan to unlock the economic potential of the sub-region ”
Client need
Key services:
Brand evaluation
Economic impact
Cheshire East Council is a unitary authority in North West England. As part of their remit they are responsible for the visitor economy of the area which includes supporting large scale events that take place there. It is essential that the council has an understanding of the success of these events as well as an appreciation of how best to engage with visitors and partners at such events. FUZE Research were asked to carry out evaluations of two of their premium events; The Royal Cheshire Show and The Nantwich Show and International Cheese Awards which take place annually and together welcome over 120,000 visitors.
Research solution approach
We worked with Cheshire East Council to provide evaluations for the two events. These evaluations were key in helping their communications team better understand and engage with visitors and partners at those events. We also helped them to target and evaluate proposed activities and provided a clear review of areas that worked well and areas to assess/improve. In order to do this, we focused on five key FUZE Metrics™ which included visitor behaviour and motivations, an assessment of the Cheshire East Council stand, people’s perceptions, awareness and associations of the Cheshire East Council brand and an assessment of visitor impact on the local economy. Questionnaires were completed at the events through face-to-face interviews which were carried out by FUZE’s research team according to MRS standards.
About the client
Cheshire East Council is the third largest Unitary Authority in the North West of England.
The visitor economy in this area is worth £895 million per year.
Cheshire East welcomes over 16 million visitors per year.
Key insight
Brand awareness scores influenced future planning around event evaluation and sponsorship.
Impact
“The insights were invaluable, and what makes FUZE different is that they provided a helpful action-plan so that we were able to plan for the future in order to unlock the economic potential of the festivals and increase brand awareness at subsequent events.”
Client need
Key services:
Brand evaluation
Economic impact
Cheshire East Council is a unitary authority in North West England. As part of their remit they are responsible for the visitor economy of the area which includes supporting large scale events that take place there. It is essential that the council has an understanding of the success of these events as well as an appreciation of how best to engage with visitors and partners at such events. FUZE Research were asked to carry out evaluations of two of their premium events; The Royal Cheshire Show and The Nantwich Show and International Cheese Awards which take place annually and together welcome over 120,000 visitors.
Research solution approach
We worked with Cheshire East Council to provide evaluations for the two events. These evaluations were key in helping their communications team better understand and engage with visitors and partners at those events. We also helped them to target and evaluate proposed activities and provided a clear review of areas that worked well and areas to assess/improve. In order to do this, we focused on five key FUZE Metrics™ which included visitor behaviour and motivations, an assessment of the Cheshire East Council stand, people’s perceptions, awareness and associations of the Cheshire East Council brand and an assessment of visitor impact on the local economy. Questionnaires were completed at the events through face-to-face interviews which were carried out by FUZE’s research team according to MRS standards.
About the client
Cheshire East Council is the third largest Unitary Authority in the North West of England.
The visitor economy in this area is worth £895 million per year.
Cheshire East welcomes over 16 million visitors per year.
Key insight
Brand awareness scores influenced future planning around event evaluation and sponsorship.
Impact
“The insights were invaluable, and what makes FUZE different is that they provided a helpful action-plan so that we were able to plan for the future in order to unlock the economic potential of the festivals and increase brand awareness at subsequent events.”
“ The research carried out by FUZE Research was vital in allowing us to underline the importance of the Royal Cheshire County Show and The Nantwich Show and International Cheese Awards, two of the biggest strategic events in the Cheshire East Council area. The research focussed on a number of areas including; who the visitors were and why they visited the festivals, visitor loyalty, evaluating marketing activity and effectiveness and whether Cheshire East’s brand values were being delivered. The research will continue to help inform our decision-making for events and festivals across Cheshire East. ”
“ The research carried out by FUZE Research was vital in allowing us to underline the importance of the Royal Cheshire County Show and The Nantwich Show and International Cheese Awards, two of the biggest strategic events in the Cheshire East Council area. The research focussed on a number of areas including; who the visitors were and why they visited the festivals, visitor loyalty, evaluating marketing activity and effectiveness and whether Cheshire East’s brand values were being delivered. The research will continue to help inform our decision-making for events and festivals across Cheshire East. ”