Case SEA LIFE Helsinki
Managing content production with the help of an editorial calendar
SEA LIFE Helsinki is owned by Merlin Entertainment and is part of the Europe-wide Sea Life chain: the world’s largest chain of public aquariums. SEA LIFE Helsinki features 50 aquariums – ranging in size from 100 liters to a 250,000-liter ocean pool. The center showcases the marine life of the world’s oceans, provides experiences, and shares information about ocean conservation.
SEA LIFE Helsinki’s Facebook page has 25,000 followers. On Instagram, the amount is approaching two thousand. Content creators needed fresh new ideas and, above all, a practical toolbox with which everyday tasks, such as planning and designing status updates, could be performed more smoothly in the future.
Redland launched a content production workshop, which was attended by employees from marketing, sales, and those in charge of exhibitions. At the heart of the workshop was identifying different buyer personalities. We focused on factors such as the person’s age, gender, place of residence, and interests. This way, we were able to come up with different content and themes to be directed at different target audiences.
In addition to content creation, an important part of the workshop was putting together a 3-month editorial calendar with the Redland team. The calendar includes the date of publication, target group, goal, channel, text, as well as a possible link, image, or video. The editorial calendar is the content creator’s most important tool. It provides a frame for content creation and design.
Content creation and design is smoother than before. The editorial calendar eases the coordination of content creation and frees work time for other tasks. The content creation workshop generated a large list of themes / contents that SEA LIFE Helsinki can benefit from in the future as well.