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The Challenge

Idealliance is a leading professional association serving thousands of companies in the visual communications industry. Over its long history, the organization has provided important services ‒ including training, certifications, and networking events ‒ for content creators, print, and digital service providers.

However, the association was slow to leverage social media as a means to communicate with its member businesses and increase participation at events. The management team was comprised largely of veteran employees who were more familiar with traditional communications media than digital peer-to-peer platforms. In addition, a series of mergers left Idealliance with multiple LinkedIn, Twitter, and YouTube accounts, making it difficult to use those tools effectively.

Solution

Spiral Marketing performed a comprehensive audit of Idealliance’s current social marketing usage and highlighted numerous steps could be taken to better optimize the related assets. Spiral provided the Idealliance executive team with approximate costs for a variety of effective tactics, ensuring transparency in the budgeting process.

Based on that menu of options, Spiral proceeded to streamline Idealliance’s social media footprint to maximize the impact of social advertising campaigns, strengthening the Idealliance brand.

Spiral managed a brand awareness social campaign that consisted of multiple posts per week to kickstart a revamped social media presence. In addition, it employed a focused digital advertising and social media event campaign to boost attendance at Idealliance’s annual conference.

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THE RESULTS

By reducing the number of social media properties at its disposal, Spiral Marketing made Idealliance’s social media management time efficient and impactful. The move was an important step in shoring up the Idealliance nameplate following the successful acquisition of several organizations.

Spiral furnished the Idealliance executive team with detailed social media campaign analytics that demonstrated a return on investment and justified the campaign expense. A successful campaign built around the Idealliance annual conference helped generate leads and boosted attendance over prior years creating a benchmark for future events.

SOCIAL MEDIA FOLLOWERS 1ST QUARTER INCREASE

7%

DUPLICATE SOCIAL MEDIA PROPERTIES

MERGED

BRANDED SOCIAL MEDIA

OPTIMIZED

DIGITAL MARKETING PLATFORMS BEGAN

TRACKING RESULTS

“Spiral Marketing helped our organization to better understand the value of a robust social media program. They optimized our platforms and set up the tracking systems to prove the ROI. We were very happy with their work and approach.”

Steve Bonoff

former Senior VP of Marketing Communications, Idealliance

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