Unitas Stoke-on-Trent Ltd is Stoke-on-Trent City Council’s housing maintenance company. It is wholly owned by the council and took over from Kier Stoke. The move has resulted in an improved service for tenants, better management and more investment in the area through the use of local contractors.
But Unitas needed help to raise its profile and let the public know about the excellent work being done by staff. PSMedia Ltd was chosen to help deliver a marketing strategy and we began by establishing a clear set of brand guidelines for the company, as branding was inconsistent due to the changeover.
We created Facebook and Twitter pages for Unitas and have been growing a following with no advertising budget, posting content which contains useful information, tips and a look at Unitas projects. In just three months we have grown Facebook page likes by 420%, reach by 532%, and Twitter followers by 232%. Unitas continues to receive high engagement and social media is helping us to get the message out there.
Looking at Google Analytics, since we started the campaign website users have increased by 18% and new users have increased by 16%. Sessions have increased by 12% over the first few months. This was not the main aim of the campaign, but it is good to see that more people are going to the Unitas website.
The campaign also seeks to grow Unitas’ reputation through press releases and blog posts sharing company news, achievements and human-interest articles.
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