Community Engagement

Digital strategy & social media campaign to increase customer acquisition

The challenge

The company was in its fifth year of business, a disruptor in finance and superannuation services. After experience a period of rapid growth and internal changes, they needed to move to the next stage of customer acquisition growth.

What we did

Tara James, Small & Mighty's marketing strategist, joined the client’s team for a period of 7 months, working remotely. The focus was on increasing social media engagement and running sophisticated social media ad campaigns to drive conversions.

After a full audit of the company’s Facebook, LinkedIn, Twitter, Instagram accounts Tara ensured data integrations were working to capture results. She proceeded to manage, end-to-end, the creation of content calendars, organic paid post content, creative, social videos, ad campaigns and reporting.

To improve alignment of messaging, Tara also stepped up to take on the management of organic (non-paid) social media for two brands (total of 7 social accounts), regularly publishing content that aligned with the agreed strategic direction.

Collaboration with the team ensured the best possible results for the business.

 
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The results

  • Over 2 million people were reached through social media ads with an objective of increasing brand awareness (7.4 million impressions)

  • 1.2% conversion rate (0.5%-0.99% is average)

  • Increased organic post engagement

  • A new social media strategy with professional and consistent messaging and design

Thank you so much for your input Tara. To risk sounding cliche, your perspective and experience is really valuable to our team.
— Head of Membership Acquisition

Creation of a nationally recognised retail degree funded by the EU

The challenge

Several companies including The Body Shop, Peugeot and Toys R Us within the retail industry expressed the need for better staff education and the ability to attract quality recruits. This they believed would improve their ability to compete on an international level.  

Many companies who are based in Denmark develop their own training and education programs. The issue was training recognition did not transfer to other companies or industries or were approved as a tertiary level education qualification.

The inability to offer recognised training programs made it hard to attract great employees and recruit to and across the retail industry. We also recognised there was a lack of knowledge across the industry including the areas of leadership, finance and general business skills.

Best practices and learnings from the national and international retail industry were not shared or incorporated into a common education program. This created a less competitive internationally industry.

What we did

As a consultants working with and representing multiple major retail companies, Torben and his team contacted the possible project sponsors. We secured a deal with the national chamber of commerce and two university business schools.

We set up a stakeholder group involving people from 20 of the biggest retail and FMCG chains in Denmark to get their input to create and agree upon a course overview.

Following this, we applied for and secured funding from the European Union and to develop and run a Bachelor of Commerce level education for 2 years.

Given Torben’s experience as a teacher and lecturer and working in the retail industry, he worked with stakeholders to create the course content for group approval.

Proud and successful graduate, Jesper Paarup Bilcher.

Proud and successful graduate, Jesper Paarup Bilcher.

When Jesper embarked on the retail academy education he was a store manager. Eighteen months later, he was promoted to a district manager with responsibility for more than 200 employees in the DIY retail chain. This big step up the career ladder he attributes to the completion of this degree in commerce.
— Jesper Paarup Blicher, District Manager, JEM & FIX

Torben and the team developed content for these areas of study:

  • Concepts and concept management

  • Technological development

  • Personal development

  • Situational leadership

  • Sales Management

  • Resource and storage management

  • Finance management

  • Store analysis and optimisation of operations

  • Attracting, hiring, retaining, developing and retrenchment of employees.

The new education program was approved by the national education department and recognised as a Bachelor of Commerce with a major in Retail. Previously, only majors in Leadership and Human Resource were available.

The education consists of 6 modules, intended to be completed over a 3-year period. The degree is now recognised all across Europe (part of the European Credit Transfer System).

Once the degree was developed, we undertook the task of selling it to companies within the retail and FMCG industry. The target participants included store managers, franchisees, department heads and warehouse managers.

 
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The results

  • The Degree in Commerce (Retail) delivered by Kea Business Academy in Denmark was the first education with European Union funding that was able to fully self-funding and sustainable itself after only one year.

  • Two different companies, one in the hardware industry and one in fast-food, have measured the effects of their store managers participating in this education and found that store managers who have participated in this education have a better bottom line and a smaller turnover of staff compared to no participants.  

  • The education program has now existed for 8 years and companies including McDonald's choose to use and offer this course to employees every year.

  • An external research company measured the effects of the education program and reported a higher level of students recalled the acquired knowledge one year after completion.

The retail academy education and its results are innovative and has developed new educational offerings for the industry. Torben and his team recognised the structure and organisation of the industry and developed training offerings delivered above and beyond the existing vocational training modules.
— Gorm Johansen, Danish Chamber of Commerce

Market growth using social media, PR and SEM strategies

The challenge

The client was a large not-for-profit organisation widely known for creating and delivering education programs to primary and secondary schools across Australia. The company had a particularly strong market share in Queensland and the Northern Territory remote communities. The challenge was to grow brand awareness and product adoption in mainstream schools across all states and territories.

What we did

Small & Mighty's marketing strategist, Tara James, worked in-house with the client over a period of 3-months. Regular meetings were held with the CEO, and by working with internal stakeholders target markets, new opportunities and ways to attract business were identified. The outcome was a complete refresh of corporate and the CEO's social media channels with a clear PR and marketing strategy on how to meet the client's objectives.

Leading the strategy creation and implementation, Tara teamed up with other businesses in the Small & Mighty network including a web developer, designer and AdWords specialist to rollout activities. Together they delivered a high-functioning web landing page with ecommerce integration and a targeted social media and SEM campaign to generate new business leads. Over the campaign period, a combination of Facebook, LinkedIn and Google AdWord advertising strategies were used including building look-alike audiences based on existing organisational data.

 
 

The result

The results spoke for itself. Over the 4-week campaign period visits to the website dramatically increased and a high number of leads were generated for the business development team.

  • 87% new website visitors

  • 90.6% of website sessions came from the advertising campaign

  • 716 new digital newsletter signups

  • Average cost per click $0.76

Thanks very much Tara for your work to date. We appreciate all you have done to grow our business during a period of organisational change.
— CEO

Leads generation and growth for new business

The challenge

The owner of PRT Industries was in the early years of growing a new business.  He was experiencing what many startups and business go through - long hours, big days and little time to focus on marketing and growing business. To add to mix, the business was operating under a name that did not represent the company well, with two websites that weren't generating sales leads. PRT (formally RSW Belting Supplies) was keen to focus on business operations and needed someone they could rely on to help take the business to the next stage of growth.

What we did

We needed to strike the right balance - provide good quality, high performing results and keep costs to an affordable level while sales grew. The solution was to deliver projects in stages and do what SMG does great, connect with partner suppliers to negotiate excellent rates for the client.

The first thing was to address was the business's brand identity. We ran a workshop to delve into what made the company unique, growth opportunities, branding, identification of new customer groups and more. The outcome was three-fold: a marketing strategy, a new business name and brand and a high performing new website, built with SEO principles and Google Search in mind.

The combination of these activities led to the launch of PRT Industries. Brisbane based provider of 'upcycled and original supplies for durable solutions'.

 
 

Initially targeting a narrow market, the PRT brand now aligns with the owner's beliefs and values: recycling and reusing products to support a sustainable community. 

Within the first month of launching the new website, the client also reported an increase in sales inquiries from Google search to the new website.

Small & Mighty provided excellent service at all times, with results beginning to show within days of the revisions and improvements being made.
— Vince Powell, PRT Industries

Delivery of an integrated customer management & communications system

The challenge

As an Industry Advisor for the Queensland government Vocational Educational Training, our client required an effective technological solution to manage their client relationships. Before our project, these were being managed in isolation by individual team members through manual, offline processes. Small & Mighty were brought in to source and implement a solution that was time efficient, streamlined, and enabled better business-customer communications.

Requirements were to effectively manage business and industry contacts, case notes, correspondence, and social media activity.

The result

The Small & Mighty team worked closely with key organisational stakeholders to effectively assess individual and whole-of-business requirements. Our focus was on delivering a sustainable, economically beneficial outcome. Following in-depth research and analysis, we presented a report with our recommendations. The client adopted the recommended solution to adopt a new Customer Relationship Management system and email marketing platform.

As part of the solution roll-out we delivered:

  • user guides,
  • staff training sessions,
  • all software installations and set up ready for use,
  • ongoing support,
  • systems that ensured compliance with direct marketing laws.
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New brand and website to attract new business

The challenge

The Ecoefficiency Group (TEG) are leaders in sustainable business practice. They maximise efficiency and minimise environmental impacts to deliver economic outcomes for small and large organisations. The directors of TEG recognised that to attract new business, their brand needed clear positioning and a stunning website that speaks to their target market.

What we did

The foundation of any good website is a clear purpose and strategy to attract site visitors and sales leads. Before work commenced on the new website, Tara James lead a series of workshops to determine the directors’ goals and establish a refreshed and revitalised brand. This set a clear path to effectively deliver a new, mobile responsive, lead-generating website, which exceeded TEG’s expectations.

 
The team was highly professional, approachable, patient and enthusiastic. We are very happy that we selected Small & Mighty to develop our new website - they delivered the project seamlessly.
— Penny Prasad, The Ecoefficiency Group