- Pickerings Lifts
- Social media strategy
- Social media graphics
- Visual Identity
- Social media templates
Pickerings Lifts wanted to ramp up their social media activity on LinkedIn, Twitter & Instagram and get more engagement. Their existing social posts weren’t very appealing and there was no visual consistency. Furthermore, there where 4 sub-brands within Pickerings Lifts, each for different areas of the business and with different audiences, but it was hard to tell which posts where for each sub-brand. Finally, the client had their own in-house marketing team who could create teh content for posts and send out posts, but they just didn’t know how to make them look visually engaging. They approached Reactive for the best and most cost effective solution.
Working with the client, we identified key content themes that could form regular social posts. As posts would be on-going, it was decided a good solution for this client would be to create editable social media templates, each with their own immediately recogniseable sub-brand identity, and produced in 2 size formats, 1 suitable for LinkedIn and another square format that would work for the other social channels.
As the clients marketing team was only familiar with Canva as a design tool, then this was the medium chosen for the templates, and we were able to push the boundaries of this simple tool to achieve maximum visual impact and flexibility. Due to our content creation expertise and the set of visual guidelines provided – the client was then able to go off and create multiple, on-brand and visually consistent social graphics that provided much more engaging than previous social media activity. Due to the success of this approach, other social campaigsn where developed along similar lines, such as a Christmas Campaign and a Celebrating Success Campaign.
SOCIAL MEDIA TEMPLATE CREATION FOR THE 4 PICKERINGS LIFTS SUB-BRANDS
For each of the content themes (Job Alerts; Testimonials; Project Profiles), distinctive templates where created for each of the 4 Pickerings Lifts sub-brands. Whilst it was important for them to look part of a suite of templates from the same family, to distinguish each sub-brand, colour & logos where used to enable the audience to immediately recognise the specific sub-brand and messaging. As well as producing each branded template in a square format suitable for Instagram, Twitter & Facebook, another size format was produced that works better in LinkedIn. You can see below how each sub-brand template utilised colour, as well as size formats and the other types of content themes.
PICKERINGS LIFTS CHRISTMAS CAMPAIGN
Due to the success of the above campaign, another idea was developed for a Christmas Campaign called ’12 days of Christmas Giving’ – this was all about promoting charitable Christmas donations to local charities from Pickerings Lifts. Editable templates where again created for each sub-brand, and over the course of 12 days – the client promoted various charitable donations.