Central England Trading Standards Authorities

A social media campaign to promote digital content and engage with small businesses

Sector

  • Membership

Expertise

  • Content strategy

The client

Central England Trading Standards Authorities (CEnTSA) is a collaboration of 14 trading standards services from local authorities across the West Midlands. CEnTSA’s flagship digital magazine, Trading Standards Business News (TSBN), contains best-practice advice and the latest regulation updates for the SME community, offering help and support for business growth.

The challenge

The vision behind the campaign was to maximise the impact of TSBN, positioning trading standards professionals as knowledgeable, trusted, supportive experts for the small business community, both regionally and, increasingly, nationally. The strategic goals were to increase the readership, reach and impact of TSBN. To be achieved by driving readers to the online magazine via social media, by promoting digital content and engaging with small businesses. This would consequently increase TSBN app downloads, resulting in a broader, more engaged readership for the magazine.

The solution

CPL, which already manages TSBN’s digital magazine, undertook a review of current social media activity then recommended a new approach, including a refreshed tone of voice.

A two-month social media content plan was implemented by CPL, which included building the organisation's Twitter and Linkedin presence, managing social media accounts, creating fresh content and highlighting existing TSBN articles.

As well as maximising engaging content, CPL’s work on Twitter led to conversations and relationship-building with small business owners, fellow trading standards organisations, chambers of commerce and local authority partners with shared values.

TSBN’s business page on LinkedIn aimed to increase interaction with individuals, primarily those working in the trading standards.

The results

318%

increase in followers

11,263%

increase in tweet impressions

x 86

retweets

17%

increase in TSBN magazine new sessions via the app

CPL ran a very successful social media campaign to raise the profile of our Twitter account. They greatly increased traffic on our account, delivering interesting and engaging Tweets and, improved levels of followers, retweets, impressions and views. We received regular updates on progress and were fully engaged in the campaign development, including agreeing performance measures.

Robert Charnley, chair, Central England Trading Standards Authorities
TSBN

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