Case studies
Project snapshot
Audience insights- Mentoring
- Social listening
- Social media strategy
- Stakeholder engagement
Purpose driven Social Media Strategy for Latimer, the home building arm of Clarion Housing Group
Strategy
Latimer’s Head of Marketing approached famille to undertake the development of a new social media strategy. Latimer develop homes in thriving mixed-use communities. Shared Ownership is at the heart of Latimer’s offer.
Stakeholder engagement was key to the success of the social media strategy development. Therefore we coordinated a series of initial discovery workshops. Engaging with members from Latimer’s digital marketing and customer experience team. Additionally, we coordinated sessions to include the wider Clarion marketing team. This approach ensures there is a unified understanding of what the strategy needs to achieve.
Social media monitoring and listening, with competitor insights helped to identify Latimer’s audience needs. This underpins Latimer’s social media purpose and which channels to activate. The insights gathered stimulated our ideas for user generated content tactics (UGC).
Metrics for varying stages from the launch of the channels to longer term goals are in place. ‘Share of voice’ benchmarking and tracking provides an important steer on Latimer’s overall influence in the property and development sector.
Our research identified that the main motivations for users on Instagram, Facebook and beyond is to share life goals, both large and small. Correspondingly #LatimerMoments has been adopted as the focus for UGC campaigns.
Outcome
The resulting strategy has been readily adopted by the Latimer team, influencing recruitment needs for a Social Media Manager. We provide ongoing mentoring and support to help embed and guide the approach to content planning, across organic media. famille continue to support Latimer’s digital marketing team, with social media strategy reviews as the channels continue to grow.
Testimonial:
Your depth of understanding of audiences in the property market and clear passion for the successful delivery of the Content Plan has been evident at every step, as you continue to support us. Head of Marketing – Latimer by Clarion Housing Group
