SOCIAL

Facebook, Twitter, LinkedIn

From May 2013 - Feb 2015, I was able to grow Spartan Tool's Facebook page by 128% and create an engaged following of customers almost entirely by organic methods (with a max boosting budget of $50/month). Through the implementation of several successful post series (particularly #spartanatwork posts, which showed customers using company products), the page grew website traffic and became a key source of customer recommendations and reviews, as well as a community to discuss techniques and best practices.  

While social media has not been as big of a priority to WBA leadership (especially in light of the increasing pay--to-play market), the WBA maintains a regular presence on Facebook, Twitter, and LinkedIn, and uses small boosts to promote particular news and events. 

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Email

Particularly for an association, regular email communications have been crucial for sharing relevant news, strengthening our reputation as a thought leader in the housing industry, and increasing retention. The WBA's 4,000 members typically receive 2-3 communications per week, including regular series such as the biweekly "Blueprint" (an advocacy news piece) and a quarterly e-newsletter.  The WBA also reaches out to new members monthly, and--internally--shares a monthly digest with local association staff. WBA open and click-through rates trend from a few to several percentage points higher than the industry average for associations.

 

During my time at Spartan Tool, email campaigns enjoyed an average open rate that was 3% higher than industry average, and a click-through rate that was 5% higher. 

I have primarily used Constant Contact for email marketing, but I am also familiar with MailChimp.

Quarterly Newsletter
Quarterly Newsletter

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Event Email
Event Email

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Biweekly Advocacy Series Email
Biweekly Advocacy Series Email

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Quarterly Newsletter
Quarterly Newsletter

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