Social media support helps Jackie strike the right balance

Challenge

It was the personal experiences of friends and family that led to Jackie Robinson setting up wellbeing business The Balance Approach. Working with businesses, schools and charities across Lancashire, owner Jackie supports employers in encouraging their workforces to become healthier and happier through a combination of advice, activities and ongoing guidance.

Established in 2018, the Chorley-based consultancy assesses the existing wellbeing strategy and needs of a business, produces audits and delivers workshops, training courses and drop-in clinics before creating and overseeing the implementation of a tailored action plan for the client. Supported by a network of specialists, Jackie also recommends the services of health and fitness providers, including yoga instructors and nutrition experts, in addition to signposting the support of relevant clubs and groups within the community.

Though full of passion for her industry, with the business in its infancy Jackie was conscious of her inexperience with regards to digital marketing tactics – particularly social media. As a result, she identified the need for expert support to enable her to raise brand awareness, promote services to a wider range of people, increase the client base and grow the business.

Solution

In order to achieve her objectives, Jackie teamed up with Digital First, a team of digital specialists and students from the University of Central Lancashire (UCLan) which helps promote and achieve growth through a range of digital tools and tactics.

Led by Daniel Livingstone, Project Manager, the Digital First ERDF team embarked upon a two-month programme of support with the aim of developing and implementing a social media strategy, involving the creation and delivery of five advertising campaigns through the company’s Twitter and LinkedIn platforms. The aim of the campaigns was to generate engagement with potential clients, enabling Jackie to start conversations and build new professional relationships.

Each campaign was designed to coincide with key wellbeing events or awareness weeks in order to truly resonate with target audiences and maximise the impact of the content as a result. The team created content and visual assets for the campaigns, before implementing, monitoring and evaluating upon completion. Jackie was also equipped with new skills enabling her to apply the techniques herself.

Benefits

Jackie is now much more confident in putting to use the knowledge and skills she developed as a result of working with the Digital First team.

By adopting a more considered approach to the content shared on the business’ social media profiles, Jackie has experienced an increase in brand awareness and website traffic, in addition to a rise in levels of engagement and followers on LinkedIn. As a result of a subsequent increase in enquiries, the business itself has grown with Jackie having taken on several new clients across the county.

Jackie also recently organised and coordinated the successful Workplace Wellbeing Business Expo in partnership with Chorley Council.

Jackie said: “I cannot thank the Digital First team, and in particular Madeleine, enough for the support and expertise provided. Madeleine is totally professional, warm and friendly and gave me the encouragement needed to make the campaigns a success. It is a very valuable service; being a small business with no funding is hard but this type of support helps you take focus and move forward in the direction the business needed to go. I would absolutely recommend Digital First to other businesses looking to develop new skills and achieve objectives through digital marketing.”

About Digital First

The Digital First project is funded by the European Regional Development Fund (ERDF), and provides business support services including digital strategy, app development, website evaluation and redesign, social media support, videography, CPD and training systems and camera drone photography.

For more information, contact Daniel Livingstone, Project Manager at Digital First ERDF, on 01772 895855 or ddlivingstone@uclan.ac.uk or Madeleine Melling, Marketing and PR Officer at Digital First ERDF, on 01772 895654 or mmelling3@uclan.ac.uk.

Digital First