Weddings are stressful at the best of times. But when the town you work for is chosen for a Royal Wedding, it’s a whole new ball game.
Today I have a guest post by Louisa Dean, Communications and Marketing Manager at the Royal Borough of Windsor & Maidenhead.
She’s responsible for internal and external communications, digital media, branding, marketing, website, Visit Windsor marketing and the Tourist Information Centre.
Louisa @louisadean23, has worked at the council for nearly four years and this is the biggest event she’s worked on. She’s kindly written a guest post for the All Things IC blog to reveal the work that went on behind the scenes, thank you Louisa.
I’ll hand you over…
How to communicate a Royal Wedding
Task one = set objectives
We had to be clear what we were going to do from the start and we set three clear objectives. From the start we wanted to create pride in Windsor so staff could be key advocates.
Staff engagement
We needed to make sure everyone involved understood their objectives, realised the importance of the event and that the world’s media were watching everything.
We have a much tested group, the Ceremonial Events Planning Group, who have dealt with State Visits in Windsor as well as the Queen Mother’s Funeral.
This team represents everyone we needed on the day and is led by our Civic and Ceremonial Manager, Andrew Scott. The officers included reps from roads, highways, recycling and waste, community wardens, parking, emergency planning and comms.
The fortnightly meetings were used to update officers on the planning and we then briefed staff within the wider teams about their specific work.
A week before the wedding, our Gold representative for the day, Andy Jeffs, Executive Director, Communities, led a council-wide meeting for everyone involved on the day to provide reassurance about the big day.
We had around 1,500 staff working on the day including stewards, ambassadors, ceremonial wardens and our planning group representatives.
We could have done more – this was an event that consumed parts of the council, but not everyone. We mentioned the royal wedding at our staff conference and referred to it in internal comms but we could have told the story to the wider council in a more engaging way.
The balance was to ensure that our council business carried on as normal.
Now that the formal celebrations are over, we are working hard to ensure that Windsor returns to normal as quickly as possible to reduce the impact on our residents and businesses #RoyalWedding #Windsor pic.twitter.com/0QBZFUSwgD
— RBWM (@RBWM) May 19, 2018
Working in partnership and planning
I worked closely with Thames Valley Police and between us we steered the communications around the event, set up a communications group involving local partners and ensured we shared messaging.
A rolling chain was set up updates to the group. We didn’t share our internal messages on that and we should have done as that would have ensured consistency.
We had a comms hub in Maidenhead where partners sat on the big day which helped as everyone could see and hear the issues and help.
Partnership working was vital for the day and something that we hope to continue as it was a real success.
Engaging content
We had to change the way we normally produce content. We changed our website, social media content and press release style and it worked. Our content was reaching new national and international audiences.
Two things we learnt – you can never Tweet too much and be human. Our most engaged Tweet was about the bridesmaids and the pageboys looking cute – don’t tell anyone but we wrote that a week before the event.
ahhhh how sweet do the bridesmaids and page boys look? Especially Prince George and Princess Charlotte #RoyalWedding
— RBWM (@RBWM) May 19, 2018
We Tweeted every four minutes from 6am until 7pm and got 700,000 impressions of the day – not surprisingly the most in the history of our Twitter account.
Many congratulations to TRH The Duke and Duchess of Sussex pic.twitter.com/IsZPL0fCQy
— RBWM (@RBWM) May 19, 2018
Our ambassadors are on hand to help you throughout the #royalwedding #windsor pic.twitter.com/oZ9UIIBfF3
— RBWM (@RBWM) May 19, 2018
Just under 17,000 people have already arrived in Windsor by train to celebrate the #RoyalWedding of Prince Harry and Ms Meghan Markle #notlongnow pic.twitter.com/j0IyuHLisu
— RBWM (@RBWM) May 19, 2018
We put a lot of focus into the wedding but we still needed to show the clean-up. We got photos out on social media on the day but the press release went on Monday and we probably missed a trick there.
Thanks to all the staff and partners who made the #RoyalWedding such a great day for Windsor. Thanks too to residents and businesses for their patience during this busy time. The clean up operation to return Windsor to normal is all but finished pic.twitter.com/FB0PIWHgrD
— RBWM (@RBWM) May 21, 2018
Team work
Our team had catch up meetings twice a day in the fortnight before the wedding where we planned what we were doing that day and then reviewed the work.
There was a lot of people in the comms team doing work outside their normal role and part of my role was to reassure them that they were doing the right thing and they could focus on the wedding.
I’m immensely proud of the comms, marketing & tourism team & the extra helpers who made yesterday a success. A lot of work went on in the background to ensure it ran smoothly from a comms perspective. Thank you to all involved. You know who you are! #localgov. #royalwedding.
— Louisa Dean (@LouisaDean23) May 20, 2018
I am immensely proud of the comms, marketing, web and tourism team and the extra helpers who made the communications a success in the run-up to the wedding and on the day. We couldn’t have done our job without working in partnership with other teams in the council and our partners. It really was a team effort!
And the reward for all of this work – a successful event, new relationships created with partners and the organisation received much praise including an email to officers from the leader of the council and the managing director thanking them for their work.
now that the main events are over the clean-up operations begins. Our teams are out in force to ensure #Windsor is left clean and tidy #Royalwedding pic.twitter.com/qaRw1wbLBi
— RBWM (@RBWM) May 19, 2018
And some stats:
#RoyalWedding in numbers
🇬🇧 4km bunting, including 1km designed by local schoolchildren and groupshttps://t.co/PomHr1uBJf pic.twitter.com/lSYNeBHmma
— RBWM (@RBWM) May 23, 2018
#RoyalWedding in numbers
📺 13 screens
🚧 2,000 crowd barriershttps://t.co/PomHr1uBJf pic.twitter.com/KU23TDPVsX— RBWM (@RBWM) May 23, 2018
#RoyalWedding in numbers: https://t.co/PomHr1Md7P
🍨 68 food vendors
🥤 20,160 bottles of water
🍻 100,000 pints of @WindsorEtonBrew pic.twitter.com/X07lTkpJw1— RBWM (@RBWM) May 22, 2018
#RoyalWedding in numbers
🎉 110,000 visitors
🇬🇧 4km bunting
🧢 140 ambassadors
🚧 2,000 crowd barriers
🍨 68 food vendors
📺 13 screens
🚽 746 toilets
🗑️ 13 tonnes waste collected
🚂> 65,000 rail journeys
🍻 100,000 pints of @WindsorEtonBrewMore: https://t.co/PomHr1Md7P pic.twitter.com/i4dpP4MhJB
— RBWM (@RBWM) May 21, 2018
A huge thank you to the team at Urbaser and all those who helped with the street cleaning #RoyalWedding pic.twitter.com/SOs8NGrVIT
— RBWM (@RBWM) May 20, 2018
We had 537,865 unique visitors to our website compared to 446,739, an increase in website traffic of 20% since the same time last year
On Twitter @RBWM our links were clicked over 1.7 million times on Twitter, an average of 247 per day that week.
On Facebook we saw page views up by 215% compared to the seven previous days, page likes up 111% compared to the seven previous days and over 13,000 people engaged with our Facebook posts up 36% compared to the seven previous days.
And that is the last glimpse of the new #MrandMrs we will see today #RoyalWedding #congratulationsfromallofus #Windsor pic.twitter.com/SHPYuipZTd
— RBWM (@RBWM) May 19, 2018
Post author: Louisa Dean.
Thank you very much Louisa, I found it fascinating to read the story behind the Royal Wedding, well done to you all.
Learn more about internal communication
If you’d like to learn more about internal communication, come and join me at one of my monthly Masterclasses here in London. See my Masterclasses website to find out more and save your place.
Your investment is £599 +VAT and CIPR and IoIC members can earn CPD and save 20% off my courses. See the website for full information.
You can also book me for a half-day or whole day desk review, where I can analyse your IC strategy and give you my feedback and suggested input. I’m currently taking bookings for October 2018 onwards.
Upcoming training courses include:
- Change Communication: 20 June 2018.
- Internal Communication: 27 September 2018.
- Strategic Internal Communication: 18 October 2018.
- Change Communication: 22 November 2018.
First published on the All Things IC blog 5 June 2018.
[…] readers of my blog will know Louisa shared what it was like to be Head of Comms during the Royal Wedding back in […]