Following the Mid Yorkshire Chamber’s rebrand in July 2018, Faith PR was briefed to develop a social media strategy to ensure consistency across all communications channels and assist in increasing overall awareness of the Mid Yorkshire Chamber of Commerce. All activity needed to support the Chamber’s over-arching aim of connecting, supporting and representing businesses across its three districts of Halifax, Huddersfield and Wakefield.
Building on its existing reputation and continuing to position it as the local voice of business, we needed to communicate relevant and insightful content through the channels to help meet the objectives, increase engagement and following across all four platforms the Chamber was active on; Twitter, LinkedIn, Facebook and Instagram.
We carried out a social media deep dive to assess current and target audiences and stakeholders, where they were coming from and how they are most effectively reached, as well as detailed research and analysis into the active social media channels and content created.
Using the insight from this research, we developed a number of content pillars to reflect and communicate who the Chamber is and what it does, and embed this into a narrative that ran through all social media activity and wider external communications. A channel strategy was also developed to ensure that content created relevant to users of each specific platform.
Social media templates were developed to ensure consistent themes, messages, tones and visuals in all communication and marketing.
The relaunch achieved significant coverage across target industry media, in particular, the industry’s flagship title, PrintWeek, as well as further marketing outlets. The SMP has been firmly established as a ‘go to’ for exclusive industry comment, with regular monthly coverage in target media and 100% message delivery across all secured coverage.
The first recruitment pack for the SMP relaunch achieved a 25% response rate that increased the total amount of memberships. In 2018, this recruitment pack generated a 15% response rate. Email communications also perform above the average industry open rate with 27%.
In a recent 2018 member satisfaction survey, respondents said the frequency of communications was just right (89%) and that communications were the most important benefit of the membership – with 62% agreeing.