In a world where the internet is an increasingly integral part of our daily routine, London City Selection (LCS) was acutely aware that it needed to raise its profile across online platforms. With the LCS website being the cornerstone of business activity for the collective, LCS required a comprehensive digital marketing campaign that would drive traffic and increase visibility online.
Mexia were given multiple objectives of the social media programme we developing a tiered approach as follows:
- Consistent follower building strategy – identifying key agents on Twitter and ensuring they were followed; leveraging key industry hashtags such as #eventprofs; following key influencers tweeting around industry events, such as #confex2013.
- Content programme – we developed a programme of content to profile member venues, creating a Venue of the Week feature, we also developed a bespoke Twitter paper using paper.li which summarised top tweets into a weekly bulletin that could also be subscribed to by email. In addition, member venue news and offers were shared, providing another driver of traffic to the LCS website.
- Engagement programme – Twitter feeds are monitored for mentions and interactions which are all responded to and member tweets re-tweeted to provide further reach.
- Highlight campaigns – in addition to mini-campaigns on Twitter in support of events, such as the BNC show, charity fund raising initiatives such as the Spin to Cure and more, we developed an integrated campaign using traditional PR and email marketing to build a buzz and drive engagement in support of LCS’s Venues Royale experiential weekend for agents.
Website traffic has tripled within the first three months of the social media programme with enquiries on the increase as a result.
Followers on Twitter have grown by 99%, smashing our target of 1000 followers within a couple of months
The Venues Royale weekend campaign itself delivered a Tweetreach of over 400,000, representing a huge impact for LCS amongst its target audience of event organisers
Agents attending the weekend were fully engaged and truly bought into the whole concept, resulting in a powerful reaction. Numerous enquiries for business have been taken from LCS member venues.
LCS has achieved a significant ROI in terms of profile raising and specific new business enquiries as a result of the social media campaign instigated by Mexia Communications, assessed at around 200:1 given the business opportunities generated. In addition, LCS have benefitted from longer term profile and relationship building with agents.
About the Client
London City Selection is a hand-picked collective of some of the finest venues within the historic heart of the City of London.
Find out more here: www.londoncityselection.co.uk.