The challenge: “We met you last year at your 7 steps to successful digital branding workshop.
Client feedback:
“The Social Media side of things has been going well, not sure people like to hear about tax but it has certainly helped with recruitment and lifting the firms profile using the platforms to promote the various community incentives we have at GWA.” Richard Ayre MAAT ACA, Partner, Greaves West & Ayre
What we did:
We wanted to help Greaves West & Ayre to be able to write and communicate in a way that represented the firm’s values. The aim was to raise their profile on social media, an advertising platform they knew could reap rewards but weren’t quite sure how to use effectively.
We started with an analysis of the current communication materials.
This initial phase is vital to any successful creative project and allowed us to compare things that had worked in the past with less successful approaches in order to determine a strategic focus for the way forward.
In tandem with this we worked with Greaves West & Ayre to create a list of qualities that were most important to the Greaves West & Ayre communication style/personality. This would ensure that the ‘voice’ that the work came from was true to the firm’s heritage and values.
With this in hand we began to develop a structure for the Tone of Voice guidelines and worked closely with the head of marketing to decide on content for the guidelines that would be most useful for all the staff and directors at Greaves West & Ayre to follow.
The content we created included: writing style, grammar and punctuation, internal tone of voice and writing for social media. The social media section also included a 1 day workshop in collaboration with expert social media trainer Natalie Eminae.
How it looks:
More from Natalie about the workshop:
It’s always exciting to work with a B2B brand that is keen to do more with their social media, as digital channels can be an exceptionally efficient way of engaging and interacting with customers in a business sphere. For Greaves West & Ayre, it was an absolute pleasure to develop an effective strategy that their in-house Marketing Team could follow, and then support the team and senior management staff with social media training to ensure they had all the skills and confidence required to be able to execute the plan.
It was brilliant to be able to work directly with those who would manage their digital posts day-to-day, and also with key stakeholders from across the business, who though they wouldn’t be working directly on campaigns were keen to understand and support them.
The training plan included an initial seminar to bring all of the team up to speed with social, then a more workshop-based afternoon tackling specific issues and building the foundations upon which their social presence could be built.
As with all training, an important part of what we deliver is tailoring content exactly to the client, and for Greaves West & Ayre there were lots of opportunities to do so, not least being able to build a clear plan for showcasing the incredible community work they do.
As social is just one piece of the digital puzzle, it was excellent working with Helen and the One Line team to create a cohesive, comprehensive support package to help take Greaves West & Ayre to the next level with their marketing.
