| Case StudiesThe following case studies demonstrate how Mango has worked with our clients to support their business objectives.  |
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| BETT
Organised by Emap, Mango Marketing has been managing the public relations for the show since 2006 and our success has led to Emap also awarding us the PR contract for the Education Show in 2010.
After years of continued growth, BETT 2008 suffered a small decrease in visitor numbers. The removal of ring-fenced e-learning credits for schools, along with curriculum changes, the economic downturn and the roll out of the Building Schools for the Future initiative, which takes ICT procurement decisions partially away from schools, threatened to have a negative impact on BETT in 2009 as well.
As the show was due to celebrate its 25th anniversary in 2009, Emap and Mango worked closely to develop a comprehensive marketing and public relations campaign to reverse the slight decline in visitor numbers, break attendance records and mark this birthday milestone in style.
In response to these tough market conditions, PR objectives in line with the strategic marketing plan were developed to increase visitor attendance, enhance the visitor experience, improve communication with exhibitors and to raise their awareness of PR activity. Of course, Mango also aimed to continue to work with national, international, regional and trade media to increase coverage both in the lead up and at the show.
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