Communications Case Study
COMMUNICATIONS CASE STUDY
The South African Association of Social Workers in Private Practice (SAASWIPP) contracted MANGO-OMC to provide a comprehensive marketing and communications strategy for their association.
BRIEF AND REQUIREMENTS
The Association represents over 750 members and required an overhaul of their brand positioning and communication efforts across South Africa. They wished to reach members, attract potential new members and to effectively communicate with referral target audiences. MANGO OMC commenced with technical audits of their digital platforms and a combination of desktop and survey research before generating a communication and marketing strategy.
Covid-19 hit in the very beginning phases of this project and the requirements were pivoted to include assistance in communicating with members and moving to digital when lockdown was implemented.
- Consistent updates to the existing website at that time to keep members appraised of virtual consultation protocols and to provide support contact numbers.
- Assistance across the board with all forms of member communications.
- A completely new website, with a refreshed look and feel and a new search engine portal for members’ listings. This includes content generation across the site and the development of resource pages for easy downloads, printing and sharing.
- Integration of data gathering analytics into reporting and strategic guidance documents.
- Reactivation of the social media channels with social media management as well as community engagement, focusing on re-engaging with current members and providing shareable resources.
- Introductions to potential referral audiences via a combination of emailer campaigns and supporting resources on the website.
Strategic media outreaches utilising the specialised skills of the members to speak to:
- Mental health
- Youth development
- And more
Some of the results (as of november 2020) and over a 3 month period of time.
- 80% increase in Facebook page likes.
- Significant increase in engagement across the click, view, comment, share and like categories.
- 44% increase in website visitors, 7% decrease in bounce rate and 12.7% increase in time spent per session.
- As intended, the ‘Search for a social worker’, ‘Resources’ and ‘Become a Member’ are the top performing website pages.
- AVE: R1 million
- Reach: 30 354 287
- New membership applications:
to be sourced