It’s important for us to have an evidence-based understanding of how our target audience perceives our brand and our service offer. Specifically we want to identify whether there are any barriers to customer engagement being created by our limited and amateurish grasp of social media. We also want to be clear on which platforms would match against which marketing avatar we have for our varied range of services. We want to develop clarity on what our competitive advantages might be, and develop and implement a sound marketing strategy.

This project will include:

• An analysis of our current social media presence, and its effectiveness
• An identification of potential improvements which could be implemented fast (based on evidence)
• The creation of a matrix identifying the beneficial features of which social media platform for each of ADCL's marketing avatars
• A brief set of recommendations, on how ADCL can improve the effectiveness and impact of its social media presence, and how ADCL can monitor this in the future

We will give you access to organisational assets to support this project such as the proprietor, brand new website analytics, social medial platform data (if shown how to find this!). Limited control over social media platforms for a fixed time period to allow experimentation would also be available. NB access to partner/associate websites and assets would not be available.

Objective

We hope to gain a comprehensive understanding of the social media strategy which would work best for ADCL, so that the company can make best use of its assets (testimonials, referrals, expertise) and secure and grow its market position.