Best Marketing, PR or Social Media Campaign 2018
CompTIA – #CertifiedApprentice
At the start of 2017, as the apprenticeship levy was approaching and was frequently featured in the news. It was also a hot topic at CompTIA events, so we wanted to look at the ways apprentices were already helping our industry. We wanted to showcase the apprentices that were already highly valuable resources to their organisations as well as achieving their certifications to further their skillset at the same time, helping to close the tech industry’s skills gap.
EEF, the manufacturers’ organisation – EEF National Manufacturing Conference 2018
National Manufacturing Conference, held by EEF, the manufacturers’ organisation, is an annual gathering of hundreds of senior executives from UK manufacturing. In 2018, EEF’s Digital and Social Media team took the conference’s social media presence to the next level.
The strategy aligned with EEF’s organisational goals as well as the goals of EEF’s Partnerships and Conference team. The Digital team’s social media campaign achieved significant results for the business and in terms of social media metrics (using the conference hashtag #EEF2018):
- Over 4,000 tweets
- Over 1,400 Twitter accounts participating
- 16.5 million impressions
- Trended in London, the UK, and Europe
Feedback from internal stakeholders, conference sponsors, and delegates was that the social media experience was an integral contributor to the success of the event. The social media conversations, posts and media created were imaginative, celebratory, and created a mood and connections that lasted far beyond the conference to enhance the perception of UK manufacturing within the industry and with the media, government, and public.
Federation of Master Builders – FMB’s PR Two-Stranded Strategy
Over the past two years the FMB has executed a highly successful two-stranded PR strategy. By focussing our efforts on both consumer PR campaigns and policy and public affairs PR campaigns, we have raised the FMB’s profile among our key audiences, thus helping us to meet our business objective of membership growth.
Our key achievements include the fact that we have tripled our media reach over a five-year period. We have also consistently beaten our key competitors. This increased presence in the media has contributed to the two consecutive years of membership growth which has not been achieved since the late 1980s. We have also achieved a retention rate of over 88%.
The PR campaign has undoubtedly been vital to the FMB’s membership growth in that we continue to raise our profile among the general population.
We have published a wide array of different successful proactive and reactive releases as part of our PR campaign. We are regularly written about in the trade press, we have been mentioned in every national newspaper and are often interviewed on several broadcast channels. Indeed, we have increased the amount of media trained spokespeople we have to keep up with demand.
International Federation for Equestrian Sports – Building a Social Strategy for the Digital Age
The FEI governs not just one type of horse sport, but seven – all with a very distinct personality and type of fan.
Social media and content creation has been fundamental to engaging new and existing fans, as well as new brands/sponsors as part of a broader marketing strategy overhaul, initiated over the past year. A multi-platform social strategy has been introduced to fully transform each of the FEI’s owned channels while building a core community of fans for each of the seven disciplines.
A 360-degree approach to content creation has been implemented enabling the FEI to better serve both existing and non-equestrian fans with content that suits their needs and level of understanding about the sport. Crucially, the new strategy has engaged the sport’s stakeholders, with greater focus on collaborative content for partners, international federations, riders and trainers supporting their own efforts to connect with their key audiences.
With no budget uplift, the FEI’s focus on a brand new content creation strategy has delivered major results in a sports-content crowded, constantly changing media landscape, which is also seeing seismic social behaviour changes. As a result, the FEI can look ahead to the future with a renewed confidence.
HOSPA – Social Media Strategy
HOSPA is an educationally-focused association, recognised as the UK’s authoritative voice in the hospitality industry on financial management, revenue management, hotel systems and other related aspects.
With over 1,000 members – both individuals and companies – our work is focused on supporting hospitality professionals within these sectors to develop their careers and network, while keeping up-to-date with industry trends and developments.
However, as an association representing such a large industry, we are aware that our membership figure only represents around a third of hospitality professionals. Our key aim, therefore, is to promote and encourage HOSPA membership and its many benefits, from CPD to member specific events.
In this ever-increasing digitised age, like most businesses and organisations, we’re aware of the impact and influence of social media. Many professionals within the finance, revenue and IT sectors in the hospitality industry use it as a key resource to find out about the latest updates within these sectors, to ask questions and enter discussions.
Our social media strategy combines the use of both written and visual content, such as photographs, videos and graphics. Our aim is to increase engagement and generate conversations by sharing and offering comment on relevant industry and sector news and updates.
The Association of Accounting Technicians – Apprenticeships: Getting Ahead for Accelerated Ambitions
Apprenticeships can help to improve social mobility by allowing people to gain a recognised qualification and professional skills, while earning a salary and without having to build up debt. With significant reforms made to the apprenticeship system in the UK during 2017, AAT (Association of Accounting Technicians), embarked on a campaign to promote the importance of apprenticeships to multiple audiences and demonstrate how they can act for the benefits of employers as well as the apprentices themselves.
Our multi-faceted campaign ‘Apprentices: Getting ahead for Accelerated Ambitions’ promoted the importance of apprenticeships to young people, career changers and businesses through varied content, lobbying and events, showing how they can help upskill Britain’s workforce.
The Association of Professional Staffing Companies – “Helping Members Boost Talent Streams”
How many campaigns can claim to be based on zero budget and yet generate over 6,700% ROI with over half a million ££’s of EVE value.
HELPING MEMBERS BOOST TALENT STREAMS from The Association of Professional Staffing Companies cost a mere £100 and yet smashed every target set at the onset. It struck right at the heart of member need in supporting their urgent need to access new candidate pools in the wake of growing candidate shortages, and has been so successful, the campaign is continuing across 2018 and beyond.
Forged out of a collaboration between APSCo, its members, members’ own clients and young graduates – and of course the Daily Mail (who took the unprecedented step of promoting member’s member site details to drive interested candidates to their door (all for FREE), the campaign has been instrumental in APSCo’s high member satisfaction rating.
Thinking out of the box, listening to members’ needs and delivering them value-add from both traditional and unexpected sources is at the heart of everything APSCo does…..
The Institute of Quarrying – Quarry Garden Campaign 2017
2017 marked the centenary of the Institute of Quarrying, and we celebrated in style, embarking on our largest ever PR campaign.
In creating a show garden at RHS Chatsworth, we wanted to raise our profile, show the positive impact of the industry on our environment and showcase the career development opportunities within it.
The campaign saw us collaborating with diverse stakeholders from the Duke of Devonshire to Nottingham Trent University and embraced partners and people from across the industry.
The garden concept demonstrated the benefits of quarrying, both in providing materials for the built environment as well as the natural environments needed for biodiversity. It was the largest at RHS Chatsworth and one of the largest ever in the history of RHS shows.
We have shown what an organisation can achieve when it acts outside of its usual boundaries and as a result were rewarded with three accolades: a Gold medal along with ‘Best Show Garden’ and ‘Best Construction’.
Afterwards, the garden was permanently rehomed at the National Memorial Arboretum to create a lasting legacy.
Our content-rich strategy saw us develop print and digital materials across different platforms and outlets and resulted in media coverage that generated a 200% ROI.