KEY CHALLENGES
As one of many shopping malls in its region, a key challenge was standing out and positioning the client as the go-to over their competitors amongst the very similar content being generated by direct competitors in the area.
Another area of focus for us was to increase UGC, original content and content generated within the centre, by creating a strategy to drive content creation and a plan to work together with the large amount of retailers and stakeholders.
TIMELINE: 3 month strategy and contract extended for 6 months until I commenced maternity leave
SERVICES: Strategy + Social Media Management + Content Creation.
STRATEGY
In addition to the in-house digital marketing strategy provided by the Marketing Manager and Marketing Assistant, Coastal Social Club crafted a tailored social media strategy to meet the client's goals and overcome some obvious key challenges we'd identified.
This strategy included:
✹ In-depth competitor research and target audience analysis to identify weak points, gaps in the market and potential opportunities.
✹ A tailored content plan designed to attract and convert target audience
✹ Implementation of key components missing from the client's digital marketing strategy.
GOAL: GROWTH OF ONLINE COMMUNITY
GOAL: INCREASE BRAND AWARENESS WITHIN TARGET AUDIENCE
GOAL: INCREASE IN ENGAGEMENT AND REACH
GOAL: CONTENT CREATION WITHIN STYLE GUIDE
KEY METRICS & RESULTS *ALL O
KEY METRICS & RESULTS (*ALL ORGANIC)
+370
Targeted Facebook followers during Coastal Social Club Management
+278
Targeted Instagram followers during Coastal Social Club Management
40%
Average organic engagement rate on Instagram & Facebook during Coastal Social Club Management
0.2%
Average engagement rate of main competitor at time of partnership
1.5%
Average engagement rate on Instagram & Facebook prior to partnership
4.3%
Average engagement rate for businesses & brands on Instagram (at time of partnership) according to official Meta data
KEY CHALLENGES
Following a re-brand, there were many opportunities for new ideas and fresh strategy for this client's social media. The challenge voiced by the team lay primarily within creating consistent fresh and engaging content and moving away from sharing of generic business information and focus on creating audience-first content that would reach a wider audience, attract, nurture and convert the client's specific target audience. The client's specific industry and niche could be considered not as aesthetically pleasing and they were finding it difficult to promote in every single post, when they were comparing to other social media content they were consuming.
Mid-way through this campaign we entered the pandemic, which presented new unforeseen challenges, and as the business's services pivoted so did the social media marketing strategy in order to quickly and effectively attract and convert a new target audience and ensure the business success during those challenging times.
TIMELINE: 3 months (less than 600 followers before partnership)STRATEGY
In addition to the marketing strategy provided by the Marketing Manager and Marketing Assistant, Coastal Social Club crafted a tailored social media strategy to meet the client's goals and overcome some obvious key challenges we'd identified.
This strategy included:
✹ In-depth competitor research and target audience analysis to identify weak points, gaps in the market and potential opportunities.
✹ A tailored content plan and funnel designed to attract and convert target audience
✹ Implementation of key components missing from the client's digital marketing strategy.
GOAL: GROWTH OF ONLINE COMMUNITY ON SOCIAL MEDIA
GOAL: INCREASE BRAND AWARENESS OF SERVICES WITHIN TARGET AUDIENCE
GOAL: INCREASE IN ENGAGEMENT AND REACH
GOAL: CONTENT CREATION WITHIN STYLE GUIDE
KEY METRICS & RESULTS *ALL O
KEY METRICS & RESULTS (*ALL ORGANIC)
+354
Targeted Facebook followers during Coastal Social Club Management
+150
Targeted audience
page likes
+10,185%
Post reach increase during Coastal Social Club Management compared to period prior
15%
Average engagement rate during Coastal Social Club Management
0.7%
Average engagement rate for businesses (at time of partnership) according to official Meta data
KEY CHALLENGES
As a well-established charity, relying on volunteers, the main challenge was a lack of resources for content creation. As paid advertising was not within their budget, a social media marketing strategy that increased brand awareness and ensured their three main target audience segments were attracted, nurtured and supported to take action, was crucial for this organisation.
TIMELINE: 3 months (less than 200 followers prior to partnership)
SERVICES: Strategy + Custom Social Media Templates + Content Creation.
STRATEGY
Custom Social Media Templates created fresh and dynamic social media branding for the client and provided quick and easy content creation for their team moving forward and support them to stay consistent and reach their business goals through their organic content. The bespoke Strategy was delivered in document form and presented to the social media team to ensure clarity, and included a detailed content strategy for 12 weeks, and beyond.
This strategy included:
✹ In-depth competitor research and target audience analysis to identify weak points, gaps in the market and potential opportunities.
✹ A tailored content plan designed to attract and convert target audience
✹ Implementation of key components missing from the client's digital marketing strategy.
GOAL: INCREASE BRAND AWARENESS IN LOCAL REGION
GOAL: INCREASE ONLINE COMMUNITY WITHIN TARGET AUDIENCE
GOAL: SOCIAL MEDIA MARKETING STRATEGY & CONTENT PLAN
GOAL: CONTENT CREATION
KEY METRICS & RESULTS *ALL O
KEY METRICS & RESULTS (*ALL ORGANIC)
+291
Targeted Instagram followers during Coastal Social Club Management
+800%
Increase in Instagram audience reach within first 7 days
31.8k
Organic Facebook reach
22
Target audience Facebook page likes in 7 days
+1100%
Increase in Facebook reach in 7 days
+594%
Increase in post engagement
in 7 days+1000%
Increase in clicks from Facebook page to website in first 14 days
+177%
Increase in Facebook page visits in first 14 days
CLIENT RESULTS
Recent case studies and local business client outcomes.