Northampton North Communications Strategy

Innovative team member, Holly Beattie, created a digital communications strategy from scratch to align with the print and ground campaign for this candidate in the 2019 general election. Using existing data and local insights the digital strategy focused on audience segmentation and paid advertising to produce and disseminate localised messaging.

Using local data insights, Holly created targeted audience profiles and managed a paid advertising strategy to reach identified demographics within a strict budget. Holly managed an organic social media campaign alongside this - creating and disseminating video content, infographics, and text posts to support the campaign aims.

Test ad campaigns were used to define messaging, audience segmentation, and content creation. Video content proved the most effective method of communicating with target audiences and had the widest reach and engagement rate. All campaigns were supported with video content alongside infographics, text posts, and occasionally tactics such as petitions. To deliver localised messaging members of the target audience became the subject of the video content - for example young people urged other young people to register to vote. This video content enabled the audience to relate to people from their demographic and engage more with the messaging.

Through targeted organic and paid social media campaigns I increased the candidate’s Instagram following by over 100% and Facebook following by over 50%. This led to a 130% increase in unpaid post distribution, meaning social media budget could be allocated to different areas of the campaign.