Kapture freelance Marketing For Event Companies - Case Study
Updated: Oct 14
How I helped Kapture build a clearer approach to social media, LinkedIn, web content and reporting
Kapture is a live-event production company delivering technical production, broadcast and event infrastructure across the UK. The team was already doing strong work, but very little of it was being shown consistently online.
When I began working with Kapture on a freelance basis in August 2026, marketing understandably sat behind the day-to-day demands of delivering events. A post might go out every few months when somebody had the time, but there was no regular content plan, no consistent reporting and no clear journey from somebody seeing the work to becoming an enquiry.
The challenge was not to invent a new story for the business. It was to uncover, capture and communicate the work that was already happening. Read along to find out how I provided Freelance Marketing for Event Companies.
Project overview
- Client: Kapture
- Sector: Live events, technical production and broadcast
- Initial period: August to September 2026
- My role: Freelance marketing support
- Scope: Social strategy, content planning and creation, LinkedIn strategy, photography and video, performance reporting, website development and the internal Marketing Hub
- Status: Ongoing
The starting point
Kapture had plenty of strong material to work with: large event builds, specialist equipment, experienced crew, multi-site delivery and long-standing production partnerships. The problem was that this activity was not being captured or communicated regularly.
Marketing was largely reactive. Content depended on somebody remembering to take photos, finding time to write a post and deciding where it should be published. There was no shared content calendar, limited performance data and no repeatable way to turn completed projects into useful marketing assets.
The social pages also needed a clearer purpose. The company page, Ben’s personal profile and the more informal social channels could not all say the same thing in the same voice. Each needed to support a different part of the wider strategy.
The website presented another challenge. Improvement work had begun, but it was not yet working hard enough as a lead-generation tool. Somebody could discover Kapture through social media, but the next step was not always obvious. The site needed clearer services, stronger proof of delivery and a more direct route to making an enquiry.
The page before we started (Left) vs today (Right)
The objectives
The first two months focused on building practical foundations rather than chasing isolated spikes in attention.
The objectives were to:
- Create a more consistent content rhythm.
- Improve how Kapture presented itself across its social pages.
- Give each channel and voice a clearer role.
- Make technical event-production work easier to understand and more interesting to follow.
- Turn completed projects into reusable proof of capability.
- Introduce regular reporting so decisions could be based on evidence.
- Strengthen the journey from social content to the website and, eventually, to an enquiry.
- Give the team one organised place for ideas, assets, tasks, approvals and results.
Building the foundations of freelance Marketing for Event Companies
Improving the social presence
The early work looked at how Kapture appeared across its social channels and what each page needed to achieve.
Rather than treating every platform as another place to paste the same caption, I began building a more deliberate mix of content. That included project recaps, technical capability, behind-the-scenes delivery, industry humour, team and leadership stories, and useful proof from completed events.
This created space for both attention-led content and slower, trust-building content. Not every post needed to achieve the same result.
Creating two LinkedIn voices
LinkedIn became an important part of the strategy across both the Kapture company page and Ben Kirman’s personal profile.
The two accounts were developed as separate but connected voices:
- Kapture’s company page focuses on projects, collaboration, technical capability and proof of delivery.
- Ben’s personal profile shares more about leadership, business growth, team trust and the realities of working in the events industry.
This approach avoids publishing the same post twice. The company page helps potential clients and partners understand what Kapture can deliver, while Ben’s profile gives people a clearer sense of the person and thinking behind the business.
Together, they support relationship-building, relevant industry conversations and longer-term commercial opportunities.
Building the Marketing Hub
One of the biggest practical changes was creating an internal Marketing Hub.
Previously, ideas, assets, deadlines and results could easily sit in different messages, documents or people’s heads. The Hub brought the marketing workflow into one place, including:
- Content ideas and planning.
- Tasks, ownership and deadlines.
- Social scheduling and campaign information.
- Assets and supporting links.
- Comments, approvals and updates.
- Weekly social figures and monthly reporting.
The aim was to move Kapture away from “posting when we can” and towards a repeatable process that could continue even during busy delivery periods.
Strengthening the web presence
Work also began on improving Kapture’s wider web presence.
The immediate focus was to create clearer proof of delivery and make better use of completed projects. Case studies give social visitors somewhere useful to go, help explain the scale of Kapture’s work and create assets that can support future sales conversations.
The website still requires a more complete rebuild. The longer-term goal is not simply to make it look better, but to create a site that clearly explains the offer, supports search visibility, builds confidence and consistently turns relevant traffic into enquiries.
Leicester Pride: turning delivery into lasting proof
Leicester Pride was a strong example of how the new approach could work in practice.
Kapture returned to the event for a third year, working alongside production partner Pixeled. Together, the delivery covered a coordinated package including stage, FX, audio, PA and crowd barriers across the build, live event and load-out.
I captured photography and video around the event, then used that material to help tell the production story. The project became an 11-image LinkedIn carousel and a structured website case study rather than disappearing from view once the event had finished.
This gave Kapture and Pixeled’s collaboration a longer life. It showed potential clients the scale of the delivery, the range of services involved and the value of coordinated production partners working together.
It also demonstrated an important part of the wider strategy: one event can create several useful marketing assets when content capture is planned into the job.
Finding the balance between reach and relevance
The strongest-performing post during the period came from a simple piece of industry humour about AI being unable to pack flight cases.
It was immediately recognisable to people working in events and travelled much further than the more technical project content. By the end of August, that post had recorded 85,073 views, 3,241 likes, 155 reposts and 2,598 sends or shares.
The lesson was not that every post should become a joke. It showed that straightforward, relatable ideas can open the door to a much wider audience.
The project stories, case studies and behind-the-scenes posts then perform a different job. They demonstrate capability, build trust and give potential clients a reason to take the business seriously.
One type of content earns attention. The other turns that attention into confidence. A useful strategy needs both.
Early results
Across the first two months:
- More than 145,000 views and impressions were recorded across the available August and September reporting.
- Almost 100,000 in reported reach was recorded across the period.
- The tracked audience grew by 13.5%, increasing from 1,154 to 1,310.
- One new industry relationship developed from the increased LinkedIn activity, including an early equipment-for-content conversation.
- A more consistent publishing and weekly reporting rhythm was established.
- Completed work began turning into reusable social posts, photography, video and website case studies.
These were encouraging early signals, but I have deliberately avoided treating views as leads or revenue. The figures show increased visibility and audience growth. They do not, on their own, prove commercial return.
The challenges
Capturing content during live delivery
The biggest practical challenge is not finding stories. Kapture has interesting work happening all the time.
The difficulty is capturing those moments while the team is focused on delivering a live event. Marketing cannot interrupt the job, so the process needs to become quick, familiar and realistic for the people on site.
Explaining technical work clearly
Event production can become very technical very quickly. Good marketing needs enough detail to demonstrate expertise without becoming inaccessible to somebody who is not an engineer or production manager.
The strongest content usually starts with the outcome, the problem being solved or the human side of the work, then introduces the technical detail where it adds value.
Turning attention into enquiries
Reach and engagement are useful signs, but they are not the final goal.
The next stage is to make the journey from social content to the website much clearer, use stronger calls to action and improve tracking around qualified visits and enquiries. This is closely linked to the planned website rebuild.
Measuring honestly
Each social platform reports performance differently. Views, impressions and reach cannot always be compared directly, and a strong post does not automatically equal new business.
Part of the work has therefore been to create a regular reporting rhythm while remaining honest about what the numbers can and cannot prove.
What happens next
The initial foundations are in place, but the work is still developing.
The next priorities are to:
- Keep content capture and publishing consistent during busy event periods.
- Repeat the formats that generate useful attention without relying on one breakout post.
- Create more project case studies and reusable proof of delivery.
- Continue developing Ben’s and Kapture’s distinct LinkedIn voices.
- Rebuild the website around services, proof, search visibility and lead generation.
- Strengthen calls to action and the route from content to enquiry.
- Track qualified conversations and commercial outcomes more clearly.
A collaborative start
This progress would not have been possible without trust from inside the business.
Ben and the wider Kapture team welcomed me into the company, gave me access to how the work is really delivered and remained open to new ideas. That has made it possible to create marketing that feels connected to the business rather than added from the outside.
The first two months have built a much stronger starting point. The next stage is about turning that foundation into a consistent source of visibility, trust and qualified opportunities.
Need help turning the work your business already delivers into clearer content, stronger proof and a marketing system that supports growth?
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