Paid Social Media Strategy Hyper-targets Customers in a New Geographic Market
The Situation: The Virginia Council of CEOs has more than 200 members, mostly from the Richmond area. When the Council’s Board of Directors decided to expand its membership to the Charlottesville area, the organization’s Executive Director turned to Pinch Hit Partners. The Challenge: The Council’s brand awareness was limited to the Richmond area. They needed an efficient way to connect with busy executives in a new market. The Council’s Executive Director also doubles as their primary salesperson, so frequent travel to another city would be limited. The Council also relied on three separate software programs to manage membership, sales and communications. These programs lacked new capabilities like marketing automation and demanded abundant staff time to manage.
The Solution: Pinch Hit Partners consultant Mark Cipolletti implemented a LinkedIn campaign targeted at Charlottesville CEOs and business owners. Sponsored posts would only be seen by the target audience in the target market – no waste, no extra cost. The campaign’s call-to-action was an invitation to a series of informational lunches and cocktail parties. These group sessions allowed the Executive Director to consolidate his time in the new market and to demonstrate the Council’s skill for hosting excellent programming.
Cipolletti also identified a single marketing technology, Hatchbuck, to replace the Council’s three legacy tools. Hatchbuck collects online leads and automates emails, campaigns and sales tasks that would have been done manually in the past. These efficiencies will become even more important as the organization expands to additional markets in the future.
The Result: As a result of Pinch Hit Partners’ work, the Virginia Council of CEOs has successfully gained about two-dozen new members from the Charlottesville area. The tools and processes that were developed for this market expansion are now being considered as the organization looks at additional Virginia cities for membership growth.
The Reaction: “Pinch Hit Partners has transformed the way we market our organization. Now our sales, marketing and communications are nicely integrated and we have a single platform like Hatchbuck to manage everything. We’re so glad we followed Mark’s recommendations. It’s been a game-changer for the Virginia Council of CEOs.” – Scot McRoberts, Executive Director, Virginia Council of CEOs
About Pinch Hit Partners Pinch Hit Partners is a Richmond, VA-based company that’s disrupting how marketing gets done for small and medium-sized companies by providing them with a cost-effective alternative to hiring their own marketing team or contracting with an expensive full-service creative agency.
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