Building brand consistency across multiple platforms in the social media environment is no easy task. It can become a continuous challenge for many brands to master, especially when working in small teams.
Introduction to FASTIGNS Central Orlando
FASTSIGNS, renowned for its tailor-made signage solutions and high-performance visuals catering to businesses of all sizes, stands out in a network of approximately 800 global franchise locations. Among all the USA branches, FASTSIGNS Central Orlando shines brightly in the top 20, currently occupying the 19th position.
Impressive as it is, this achievement is made even more remarkable by the fact that FASTSIGNS Central Orlando operates with a relatively small team, comprising just 18 individuals, of which only two are dedicated to marketing.
Situated in the heart of downtown Orlando, on one of the city’s most bustling streets, this branch enjoys a prime location. Serving a diverse clientele that ranges from local small businesses to esteemed partners like Pepsi and Amazon, FASTSIGNS Central Orlando covers the full spectrum of signage needs, from small-scale keychains to towering 40 to 100-foot banners.
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The challenges they faced
FASTSIGNS Central Orlando has faced a series of formidable challenges in their journey to social media success. They started from scratch, having to recover from the impact of random, unsubstantial social media posts and gradually build their online presence. So, their focus turned to how they can master brand consistency across multiple platforms in social media.
The challenge of time management with a modest team of just two professionals when managing their local presence and effectively ‘competing’ with other branches becomes all the more demanding. In the realm of B2B, where social media engagement can be particularly challenging, FASTSIGNS Central Orlando faced hurdles in establishing a strong online presence for community building and engagement.
Kay one of the marketing responsibles states “We’ve grown substantially from there so that’s definitely been a very big challenge going from the ground and slowly moving upwards, especially with just the two of us.
Their focus was based on their desire to maintain not only quantity and consistency but also the highest quality of posts, ensuring every member of their community received tailored content.
FASTSIGNS Central Orlando recognized the need for a strategy that would streamline their social media efforts, empower their small team to better manage their local presence, and enhance their engagement within the B2B community.
What solutions were found
In conquering their social media challenges through strategic scheduling, content diversity, and data-driven insights, FASTSIGNS emerged as a shining example of how innovation in the digital landscape can elevate a business’s presence, engagement, and ultimately, its success.
But they didn’t stop there. FASTSIGNS leveraged Hopper HQ’s analytic capabilities to gain profound insights into their audience’s preferences and behaviours on each social platform. This approach revealed that their messaging and posting structure needed to adapt and evolve depending on the platform they were engaging with. As one team member aptly put it, “I think also looking at the age range of who is on what platform that is a humongous thing because what I can market to millennials is not going to fly for the upcoming Gen Z.”
Armed with this data-driven knowledge, they fine-tuned their content strategy, ensuring that each post resonated with their target audience. They discovered the best times to publish content, the types of posts that garnered the most attention, and the messaging that truly connected with their followers.
One of their biggest aids, though, came in the form of Hopper HQ’s content scheduling feature, allowing them to plan and execute their posts at least two weeks in advance. Jacqui a marketing team member mentions “Being able to schedule the content out at least two weeks is the biggest stress reliever that we could have.” This approach not only alleviated their scheduling woes but also ensured that their content was well-organized and timely, despite the constraints of their small team.
Strategy:
- Consistency: Two posts a day and one on the weekends. Reels and TikToks published 3 times a week. At least one story a day.
- “Why FASTSIGNS Wednesday”: Highlighting their employees, what they enjoy, and the skills they bring to the team.
- Content Curation: Unique content is created to resonate with the audience of each social media platform.
- Organisation: Divide the social media platforms between the two marketing responsibilities and use Hopper HQ for scheduling and analytics.
Results:
In implementing innovative social media strategies, Fast Signs Orlando witnessed significant improvements in their online presence and engagement metrics. These outcomes underscore the effectiveness of their approach in addressing the challenges of maintaining brand consistency across multiple platforms with a small marketing team.
Closing Remarks:
FASTSIGNS Central Orlando’s remarkable journey showcases the potential for social media success, even with a modest marketing team. Their commitment to innovation and strategic adaptation, supported by Hopper HQ, has resulted in significant achievements.
Through data-driven insights, they tailored their content to resonate with their audience, achieving a 200% increase in Instagram likes, a remarkable 1000% increase in Reel engagement, a 4.9 Facebook rating, and an 18% engagement rate on TikTok.
FASTSIGNS Central Orlando’s key strategies include consistent posting, platform-specific content curation, and efficient team organization. Their story serves as an inspiring example for other FASTSIGNS branches and businesses seeking to enhance their social media presence.
By following similar strategies and leveraging tools like Hopper HQ, organizations can improve their online engagement and excel in the digital landscape. FASTSIGNS Central Orlando’s experience is a testament to what’s possible with dedication, strategic thinking, and the right resources. As they continue to thrive, their journey can inspire countless others on the path to social media success.
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