It’s Pawsitively Unforgettable: Outstanding Results from This Year’s Festival!

The team at Icon supported Mind Connections Foundation by organising the only festival dedicated to celebrating dogs as champions of mental health. Pawsitive Steps Festival 2025 delivered some incredible results. Here are the details:

• Doubled attendance vs 2024, with a 101.52% increase in registrations through Humanitix ticketing system.

• Social media engagement skyrocketed, with a 378.4% increase in net interactions from followers and a 768% increase from non-followers.

• Website traffic surged, with a 259% increase in unique visits following regular updates and optimised content on the Wix-hosted festival site.

• Grew stallholder participation by 72.73%, curating a diverse line-up of 19 stallholders, including 4 key partners: Heritage Bank, Future Charging, Vet Partners, and PetPro 360.

• Launched a targeted email campaign via Wix with bi-weekly and weekly sends, achieving a 49% open rate.

• Developed a comprehensive marketing and stakeholder communications strategy, ensuring unified messaging and branding across all channels.

• Identified and contacted 136 dog-related providers, 89 local small businesses, 68 health and fitness providers, and 15 mental health services.