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Surrey Board of Trade

Understanding Your Audience Is Key to Successful Digital Marketing

Blue/Meta worked with The Surrey Board of Trade to audit their existing digital marketing efforts and performed a target market analysis to make recommendations for messaging and digital marketing tactics that would support future membership growth.

1. SUMMARY

The Surrey Board of Trade has historically been very successful in executing multi-faceted marketing campaigns aimed at attracting new members. However, they recognized the potential to further maximize their ROI through targeted digital marketing. In partnership with Blue/Meta, they were able to analyze their current membership to determine which industries had smaller representations and audit their existing digital marketing efforts. As a result, a strategic digital marketing plan, including budget, was created and presented to the Board of Directors for proposed 2020 promotional campaigns.

2. SBoT

The Surrey Board of Trade attracts business to Surrey as well as supports those businesses already located there. They provide businesses and organizations with economic opportunity, workplace development and education, international trade, government advocacy and business connections. They believe that transportation and education are the two economic foundations of building the city.

With connections to a network of over 6,000 business contacts and over 60,000 professionals, both locally, regionally and internationally, they support business growth, expansions of brands and help businesses accomplish their government advocacy objectives.

3. CHALLENGES

The Surrey Board of Trade is looking to acquire new members in an effort to support those businesses with economic opportunities locally and abroad. They knew they must identify the industries with the highest number of businesses that had already joined, as well as those who hadn’t, to better understand how best to communicate the value they bring as well as determine who to target with their future marketing campaigns. Following an analysis of their current marketing activities, they recognized the potential to increase awareness and share their message via strategic digital marketing campaigns. Recognizing that an external, third party who specializes in these types of campaigns would provide the best return on their investment, they partnered with Blue/Meta to provide them with an analysis and plan that would support these endeavors.

“The Surrey Board of Trade is already a leader in our approach to marketing and member engagement. However, we recognized the opportunity to enhance our reach and better communicate the value we bring to businesses through a targeted digital marketing strategy” said Anita Huberman, CEO of The Surrey Board of Trade.

4. Creating Focus

Following an initial, cursory review of the marketing activities that were currently underway, Blue/Meta recognized that a focussed approach was required to generate new membership and provide the best return on the Surrey Board of Trade’s advertising investment.

To start, Blue/Meta performed an analysis comparing the businesses who were current members against all of the business licenses that were issued within the City of Surrey. From there, the businesses were split into categories to determine penetration by industry. This allowed Blue/Meta to determine which industries were already saturated and in which there was the opportunity to grow membership. With this in mind, Blue/Meta also performed an audit of the current online assets along with existing digital marketing activities, and their respective KPIs, to determine where there was an opportunity to pivot messaging and tactics in order to better market to these specific industries.

Recommendations were made that the Surrey Board of Trade conduct focus groups with businesses who were already members, as well as those who had yet to join to better understand their reasons for becoming a member and gain insight into what type of messaging would resonate best with them. Blue/Meta also provided a strategic Digital Marketing Plan, with budget, that would increase awareness of the value and benefits current members were receiving as a part of their membership and encourage new members to join.

5. FUTURE

Blue/Meta continues to engage with The Surrey Board of Trade and was recently asked to present to their Executive Board an initial report of the digital marketing results to date, as well as their marketing recommendations for 2020 and the proposed budget required to successfully execute them. Consequently, plans are already underway to collaborate on future campaigns.

“We all need help when it comes to marketing in order to take it to the next level and support business growth. Blue/Meta was able to explore every facet of our organization to ensure they were recommending and using the right digital marketing tactics to realize our competitive advantage”, said Anita Huberman.