The Social Media and Video Strategy
Women in Manufacturing (WiM) is the only national trade association dedicated to providing year-round support to women who have chosen a career in the manufacturing industry, whether they work in production or the C-Suite. With more than 2,500 individual members representing more than 900 manufacturing companies, membership is available to women and the men who support them, in the manufacturing sector. Stifel Marcin was asked to develop a holistic digital strategy and marketing plan, along with a powerful creative campaign, that would increase membership, particularly at the corporate level.
A multi-year digital strategy with new creative assets was created by Stifel Marcin to boost membership and support the current membership base. A longer-form video (:45) was developed that served as an overview to the organization, with shorter videos around different campaign themes developed for social media marketing and remarketing. Video footage was repurposed across different access, minimizing costs for the organization while maximizing the amount of material available for the digital campaign.
Sponsored post content was also created, based on analysis of targets, creation of profiles and geographic locations. Consideration of budget constraints led Stifel Marcin to strategically maximize click spend as well as development of assets. By using provided video footage from previously-created videos, adding video and design effects to align with new campaign objectives, and re-editing the audio track, a newly-styled video campaign was developed. Additionally, sponsored content placements were deployed with a highly-targeted approach, reaching key decision makers with targeted impact to control spend. With the integrated plan and custom-developed campaign assets, a new audience was reached, and current members and member companies were recognized and celebrated.