MULTI-CHANNEL PROMOTION DELIVERS WINS THROUGH MARCH CAMPAIGN
There is no question that there are a number of sports fans in the Brandner Communications office (don’t get us started on the Sonics or lack of World Series rings). So, when we incorporated a social media campaign to support Premier SIPs Public Relations outreach program, the idea of SIPs Madness was developed. Running from March 14 to April 3, SIPS Madness was designed to take advantage of the excitement around the annual March college basketball play-offs, while educating and promoting the building industry about SIPs.
Targeting design professionals, contracts and building material dealers, our goals included:
- Educating building industry professionals on the multiple benefits of SIPs
- Building brand awareness and loyalty for Premier SIPs
- Gathering insights on how customers rank various SIP benefits;
- Growing social media followers to help communicate future marketing efforts. Ultimately, the purpose of these goals was to help generate sales leads and to drive sales for Premier SIPs.
During each week, participants found different SIPs benefits on the client’s Facebook page, inviting them to choose their favorite benefit. After voting, they had the opportunity to enter to win a weekly and grand prize. To help get the word out and drive participation, architects and others found promotion posts on Facebook (paid and organic), Twitter, editorial news releases, banners and promotional elements on the Premier SIPs homepage.
When the final buzzer sounded and nets were cut down, Premier SIPs scored a 61% increase in Facebook engagement and 15% increase in followers. We also saw increased direct website traffic from their Facebook page and an increase of 5% overall website traffic.