spottydog was asked to support the Jewellery Quarter BID (Business Improvement District) with a social media strategy, and to provide promotional support for the roster of live entertainment and events planned throughout the year.
Putting together a monthly social media plan with two key focuses per month allowed us to interact with the local community, businesses, residents and visitors alike, to encourage more people to see the Quarter as home to so much more than just jewellery. We were keen to marry the offline world (events, performances, festivals) with the increasingly popular online world and provide those who can’t attend to experience all that the JQ has to offer.
To ensure the widest reach across all social media accounts we used the following tactics:
– Live Periscoping from the weekly #MusicJQ performances on the Golden Square, attracting real time comments and views.
– A combination of live tweeting, Periscoping, Instagramming and interaction with the online community surrounding events such as the 2016 JQ Festival in July.
– Live tweets & Facebook posts from the series of JQ Fusions events to showcase two local businesses and give attendees the opportunity to experience the quality, expertise and diverse products and services available from the Quarter.
– Reaching out to local businesses to be a part of our vlog series: JQ What’s Your View, to showcase what it is they love about the JQ.
– Proactive media relations across both local, regional and national publications.
In total we have delivered 106 pieces of coverage including Birmingham Mail, BQ Live National Express Blog, Red magazine and Retail Jeweller, delivering a reach of over 40M, and since taking over the social media accounts for JQBID in March, the Facebook audience has more than doubled and the Twitter account increased by over 500 new followers.
Whilst Periscoping the live events, the JQ Festival had over 688 viewers across the festival weekend in July and the monthly Music in the Square performances had over 460 total views.