Office of Manufacturing - Social Media Outreach Strategy
Office of Manufacturing - Social Media Outreach Strategy
Project For: Connecticut Office of Manufacturing
Tools Used: Canva and Adobe Illustrator
Project Timeline: January - May 2024
Overview
The primary objective of this project was to establish and launch social media channels for the Connecticut State Office of Manufacturing. The initiative focused on creating multiple platforms using updated Connecticut branding to ensure a cohesive presence across all channels. This provided the Office of Manufacturing with a unified platform to engage manufacturers statewide, sharing the latest industry news, success stories, manufacturing events, career fairs, and more. Additionally, the strong LinkedIn presence of Chief Manufacturing Officer Paul Lavoie offers an opportunity to attract followers and drive engagement with the Office of Manufacturing's social media content.
Key Problem and Challenge Addressed:
The main issue was the lack of an active and up-to-date social media presence for the Office of Manufacturing. This resulted in limited communication with manufacturers across the state through social platforms. Previously, information had been shared via the Department of Economic and Community Development’s (DECD) social channels. However, those channels had shifted their focus to promoting life in Connecticut rather than highlighting manufacturing. For example, DECD's Instagram account, @LiveConnecticut, featured lifestyle content, whereas the newly created Instagram for the Office of Manufacturing was specifically designed to address the needs of the manufacturing community.
Objectives
Engage young manufacturers.
Engage all manufacturers across the state.
Promote manufacturing events in CT (career fairs and etc).
Push out latest industry news.
Increase awareness on certain events in the Manufacturing world.
Promote Ambassador Program.
Process
Industry and Competitor Analysis:
Researched and analyzed the social media presence and content strategies of competitors in the manufacturing industry. The ones that were researched were Ohio and Michigan.
Identified successful tactics, engagement levels, and content types that resonate with the target audiences and that is 3-5 posts per week on each platform.
2. Audience Research:
Data shows that majority of manufacturers presence are on LinkedIn and Facebook. But to target young manufacturers Instagram is the best place for that.
3. Goal Setting:
Quantitative Goals:
Follow a structured approach and cadence to sharing and posting
Strategically align specific post content with the Office of Manufacturing goals and content categories
Utilize relevant hashtags and tags (individuals, partners, organizations & programs)
Engage with other individuals
Qualitative Goals:
Establish OOM owned accounts on Facebook, LinkedIn and Instagram
Maintain average engagement rates of 1-5%
Share 3-5 posts per week on each platform
After launching the new accounts, maintain an follower growth of 1-3% per month
4. Content Strategy Development:
Content Sources:
Holidays related to manufacturing and engineering (National Submarine Day, National Popcorn Day relating to LesserEvil and etc)
MAP & other OOM events including career fairs (Manufacturer ConneCTion and CT Roadshow Career Fair at Quinnipiac)
Manufacturer stories/highlights
Manufacturer supplied video and images
Robotics fair supplied video and images (OOM sponsers some Robotics teams)
Industry News
Shareable DECD content (Department of Economic and Community Development the Office of Manufacturing is a part of this department)
5. Content Strategy:
6. Example Content Calendar:
7. Example Content/ Posted Content
Mockup Instagram reel: Athletic Brewing
I used Canva to create this reel!
Via Instagram: “Did you know” post on National Submarine Day
8. Implementation and Monitoring:
Executing the content plan according to the established schedule/ Resources needed:
Scheduling months ahead, including events/ where Paul Lavoie is speaking
Using holiday calendar to create posts/content
Schedule 1 interview with Manufacturers – can be used in Monthly newsletter and promoted on social medias (manufacturer contacts from Paul Lavoie)
Work with CT marketing runs @LiveConnecticut to post things/ tag the OOM Instagram as well as DECD with posting manufacturing related things on LinkedIn
Monitoring key performance indicators (KPIs) such as engagement metrics, website traffic, lead generation, and brand sentiment.
Utilizing analytics tools to track progress and identify areas for optimization.
Governor Ned Lamont reposted our instagram post I created back in April 2024!
Conclusion:
In accordance with key findings, it is important that engagement across all platforms is key to success. The main goal for these social media platforms is to improve the OOM’S outreach. As, said beforehand improving outreach is the most critical and important thing for the Office of Manufacturing.
In accordance with Cronin a marketing agency that helped along with this process it was a group effort to make all of this happen! I can’t wait to see how this project grows.
