Amy Paulinich, from Appetence Families provides natural midwifery services for anti-natal and post-natal women. Her goal with creating video content was to provide mums with the online resources to help change their pregnancy and birth experience for the better!
Create easy to access free content for mums to get through their pregnancy by the end of the year. Educate them with evidence based information, answering a lot of their questions and giving them the empowerment and peace of mind to continue their pregnancy safely.
In our short three month period of working together, we have created a whole library of content for Amy to sell to her customers, including;
10 x 10-15 minute Yoga Flow Videos
6 x Audio Guided Meditations
3 x Podcast Episodes
1 x 3 part Body Balancing online course
Coming away with a library of content that is jam-packed with value for her customers and makes her stand out as a thought leader in her industry. Not to mention generate passive revenue streams for her business moving forward!
We are extremely satisfied with the results of the content and look forward to hearing how they are received by her audience while continuing our relationship moving forward and creating more content!
The Kayin Project is a health and wellbeing social enterprise, ran by Mick and Karinda, whose purpose is to “breed a balanced and healthy lifestyle” by integrating Indigenous Culture with modern day traditions. Their approach is holistically based on their Kayin Compass model; covering all components of Spiritual, Cultural, Mental and Physical health. Through their services they allow individuals the space to discover self-identity and connection within the realm of their own compass.
Having moved up to the Sunshine Coast from New South Wales at the end of 2019, The Kayin Project’s goal was to make a considerable marketing effort for their start-up social enterprise. Which up until moving had relied mostly on word-of-mouth referrals. Their target audience for their services vary from family units, progressive primary and high-school teachers or principals as well as human resources staff at corporate organisations.
Summarise the Kayin Project to generate awareness for their start up social enterprise and have a tool build rapport with potential customers.
We wanted to craft two videos for The Kayin Project. One personal brand video that highlighted the people involved, plus the goals and values of the business, appealing to the family target audience. Then the other would be utilised as a presentation video for leads to gain a better understanding of how their services can be utilised in their organisation, whether that be a school classroom or workplace environment.
People can overcomplicate social media and its purpose. What it is designed to do, in a business sense, is connect businesses with their desired target audience.
Lots of people miss this point and post things without considering who they might be talking to on their social media channels. But when you understand who you’re talking to, it makes social media a lot clearer and smooth sailing.
Below are questions to ask yourself when wondering how to define your target audience on social media. Or any form of marketing for that matter.
Target Audience Development Questions
Who are we speaking to?
What people or industry does your service/product appeal to the most. Is it the education industry, corporate organisations, parents, teenage kids? If your business serves multiple demographics then write them down. This is just the “heading” for the sub headings, delving into more detail, below.
Where do they live?
Where does your business service its main consumers? Is it locally, statewide, national or global? This might be a time where you focus on a certain area at first and then branch out further. But defining where they live will inform other aspects of your target demographic design.
What is their age & gender?
When building your businesses service or product, you will have had an image of whom it would serve best. Or historic data might inform who’s your most viable consumer. Is it males and females aged 18-24? Or is it males aged 24-35? It is helpful to identify these factors as it is a component to how much it will cost to advertise it, especially on social media. You can find more about how much Facebook Advertising costs via our recent article here.
What are their pains, weaknesses and threats?
Are they time-poor? Do they lack the capabilities in-house to execute what you can? Are competitors in the same industry going past them? Do people struggle to understand what they provide? Having a few big pains jotted down not only enables you to speak to that in the content you create for your marketing strategies. But it also helps aid the development of your services that you should be continually redefining and reflecting on.
What are their objections to your services?
“This isn’t relevant to us right now”, “we have so much on our plate and it seems like a logistical nightmare”, “how does it help my business be more productive?” These are just a few objections you may have already heard or are going to hear when marketing your service or product. Having these detailed allows you to design your content messaging that it overrides their objections without you having to explain over and over again.
How do they think within their environments?
If it is the corporate world, productivity is of highest importance and similarly in the education system. When defining your target audience, it’s helpful to align your messaging with how they think within their environments. This can be different for even depending on the platforms you choose to advertise on. For example, LinkedIn is a professional network whereas Facebook and Instagram are more relaxed and creative platforms.
Who is important to them?
Sticking with the corporate organisations, the most important thing to them is probably their family and providing for them. Then you could assume it would be their staff and their bottom line. Defining this and implementing it into your content design and messaging is going to have a powerful impact.
How can our service help those pains, weaknesses and threats?
Once you’ve identified the pains, weaknesses and threats of your target audience. With careful consideration of the above components you can connect, like a dot-to-dot, the main points that your service or products provide to aid them.
Once you have answered all of these questions, you will have a detailed definition of your target audience for social media. Doing this should clarify all of your businesses social media endeavours moving forward. Helping you connect better with your audience on these powerful platforms.
We understand that social media can be a complex task for most businesses as there are so many moving parts.
Here at This & That Media we hope this gives you a better understanding of how to utilise these powerful platforms. We want to serve the community and our treasured clients as best we can.
For more general social media information you can schedule in for a FREE 20-minute consultation here.
Caloundra FC President, Nic Basile, wanted to utilise our Social Media Strategy services for the club’s current 2020 season. Highlighting all aspects of the club including their senior, junior and women’s program.
The target was to boost the club’s brand awareness and following in the footballing community. As well as generate player registrations online and at the club’s in-person registration day.
Our Social Media Strategy
Having been exposed to copious amounts of advertising in the football industry. We were excited to blow away the local football community on the Sunshine Coast with our campaign.
Much like that of a new FIFA trailer or player signing unveiling we wanted to produce a 1:00 minute promotional video to generate awareness.
For the conversion phase we thought of creating three individual banner images with players from each program (senior, women & junior) with the clubs motto along side. Which we could use Facebook’s detailed targeting. To convert online registrations and in-person attendees to the in-club registration day.
We also created a simple landing page for leads to enter their details and be forwarded onto the online registration portal. This provided a simple way that would make for an easier sign on process. It would also be a good tool to track how effective the ads we created were when comparing to final sign on numbers.
We shot all the pieces of content we needed over a couple hours down at the Meridan Sports Complex. With three players from each respected program at the club.
We decided to upload the promotional video organically. To generate awareness utilising the clubs already established social media audience on Facebook and Instagram.
We uploaded a photo gallery from the individual and group banner photos to build anticipation for the upcoming season as well. Encouraging their existing audience to register online via the landing page we created.
Two days prior to the in-person registration day we created a Facebook event to gauge how many people would show on the day. Ensuring it stayed top of mind to capture as many registrations as possible on the day. If people who were exposed to the event couldn’t make it, we detailed where they could register online as well.
To generate awareness we boosted the promotional video through the Sunshine Coast community with a fairly broad target audience.
For the individual banners, our creative director and Caloundra FC president crafted three detailed target audiences suited for the senior, junior and women programs. Ensuring the ads were being shown to the right people.
Online Lead Generation
The seven pieces of content we published in the lead up collectively generated 31 unique leads. Majority from the junior and senior program which was satisfying to see.
The leads that did not convert, we then had captured their data to retarget closer to the season opener down the track.
In-Club Registration Day
The club registered 43 individual at the in-club registration day. Whilst we didn’t have the foresight to record what channel the players had made them want to sign-on, the club attributed the solid numbers to our social media endeavours.
Numbers of new registered players would have been good data to record in future as well to measure the effectiveness of the campaigns further.
In the week period where we launched the advertising campaign on Facebook and Instagram the club yielded great awareness results.
347% increase in pages likes and follows,
227% increase in reach
22% increase in engagements
592% increase in video views
A standout result was the performance of our promotional video which registered 9.6K views, with 5.8K being unique accounts. This certainly exceeded our expectations on the awareness front and reinforced the power of high-quality video content.
“It’s been fantastic for Caloundra and it’s something other clubs and codes should be using. I would definitely recommend Kenny and This & That Media!
Nic Basile, Caloundra FC President
This was our first social media campaign of 2020. It was great to be able to help enhance our local clubs image on social media. As well as contribute to player registrations and attracting top-talent to their teams for this season.
We were able to refine our skills in content creation as well as our platform management and advertising capabilities.
For this project, Dustin wanted to use our social media strategy services to generate leads and brand awareness for his expertise as one of QLD’s leading business brokers on Facebook and LinkedIn.
Business broking wasn’t familiar to us and after some initial research, we found they’re not many quality examples of business brokers on social media. The closest industry example is that of a realestate agency.
Not having an example to draw inspiration from meant we had a clean canvas and could be creative with how we showcase Dustin and his profession.
Our Creative Strategy
Our strategy was simple, we wanted to create content that would fit into a standard consumer funnel. Broken up into three phases – awareness, consideration and conversion. We also wanted to build a solid foundation for Dustin’s social media including a re-branding plus a library of timeless content. Which he could use with or without our assistance down the track. Until his twin boys make his hair go grey!
The main part of the jigsaw puzzle was the awareness phase content we had to craft. If it wasn’t engaging and memorable, no one would see the rest of the content we produced anyway. So our creative director decided that a short and sharp promotional style video would be most effective in capturing eyeballs and generating awareness of Dustin’s brand. With 80% of videos on Facebook being watched on mute, we had to get creative when developing the promo. So in the first five seconds of the video we managed to insert visual cues touching on three main trigger points for people wanting to sell, and the LINK Business brand.
We wanted to highlight Dustin’s personable traits that are an attribute to his success as a business broker. This phase is all about establishing trust within your community and is crucial to tailor it to your desired target audience’s interests. With strong family and work ethic morals, we wanted to think of a creative way to broadcast that to his followers without coming off as “a bit wanky”. We collaborated with Vosvas’s Photographer, Gaston Trussi, to capture authentic pictures of Dustin and his family, as well as some really great portraits in various outfits that were versatile to be used creatively with inspiring quotes and testimonials.
The conversion phase is where a consumer chooses to opt-in to a low-risk commitment i.e mailing list or template download. For this, we decided to use Dustin’s extensive knowledge and craft together some sharp and high-value FAQ videos. Which could be used all together or stand alone. Our aim with this content was to showcase Dustin as a thought-leader providing value-driven content to his followers and therefore diminish doubt in potential leads minds. Opting-in to his mailing list to establish a more intimate on-going relationship.
Shot over one glorious day in Brisbane CBD and Manly Marina area, we were able to capture all the pieces of content necessary to implement our creative strategy ready for distribution.
With COVID-19 impacting the Fitness and Wellness industry massively, it could have been quite easy for Dustin to get cold feet and have us shift to another industry. However, his true entrepreneurial mindset saw it as an opportunity to capture a lot of attention with lockdown measures in place and not a hinderance.
Our organic distribution strategy on Facebook was to roll out the promotional video on a weekend to get it circulating through Dustin’s existing audience and utilise them expand the reach the video had.
For the consideration content, our plan was to utilise the first part of the week (Mon-Wed) in reference to Dustin’s target audience having “Moday-itis” and needing a pick- up come Tuesday. Posting the consideration content we had put together as well as one of our FAQ videos.
With the LinkedIn platform demographic being B2B communication, our plan was to post Dustin’s content organically early morning and lunchtime when most people would be checking their mobile during the day.
With no paid advertising available for personal LinkedIn accounts, our aim was to not only post but engage with as much in Dustin’s news feed building new connections with those involved in the fitness industry.
When it came to paid advertising, our first priority was to generate awareness of Dustin’s brand. Using a shorter version of the promo video aimed at those involved in the Fitness & Wellness Industry in QLD as well as Sydney and Melbourne areas.
Following up with the awareness campaign, we decided to execute an engagement a/b test campaign for Page likes with Dustin’s consideration content including a quote image and a testimonial from a previous client.
The promo released organically resulted in 1,284 reach and 245 engagements including 9 shares through his network of existing followers. Which correlated with a distribution score of +3.3x in comparison to historical pieces of content Dustin had uploaded.
Although the response wasn’t as overwhelming as that for the consideration content, there was still decent engagement. In that case it was a matter of patience and consistency that would ensure a positive result from this content. Staying top of mind in the community.
The content had an immense response on LinkedIn. Over the 3-month campaign, with Dustin’s following on LinkedIn increasing +230 to 2147 followers. Collectively every piece of creative we produced notched 9,636 organic views/impressions. A very satisfying result from a platform we weren’t accustomed to and Dustin was pleased with.
Our awareness campaign resulted in a great response with 46,092 impressions, as well as 33,888 in reach and an estimated ad recall result of 1,310 correlating to a 3.87% ad recall lift rate. An impressive result with minimal ad spend.
The page likes campaign achieved 20 likes over a 4-day period which didn’t surprise us with such a short period of time. It did inform us though that the content we created was capable in gaining likes which Dustin will revisit when the COVID-19 lockdown measures are lifted.
“I have no hesitation in recommending This and That Media Co. to anyone looking for a competitive edge in their business marketing or even just individuals looking to improve their online image.”
Dustin Slypen, Testimonial
This was our first social media strategy campaign, managing and advertising on social media as well as creating content in line with our clients goals. We learnt a great deal.
It was a great experience in a new industry. Helping Dustin be the catalyst for more brokers utilising social media!
We were able to refine our skills in content creation as well as our platform management and advertising capabilities, and are excited to build on this campaign.
Attie and Will, from Groundskeeper Willie, wanted to use our Content Creation Services to create a light and engaging “Stay At Home Coffee Video Series”. Providing little tips and tricks for those at home using their hand crafted bean blends.
In the lead-up up to the launch of their official training academy, this series had to effectively generate awareness for their brand whilst boosting online sales in the meantime.
Our Creative Strategy
Wanting to tap into the the stay at home target market, the underlying message of the series was to highlight that whilst Cafes might be closed, you can still brew delicious coffee at home!
With the majority of people working from home and choosing to stay inside on weekends, this video series was a real opportunity to capitalise on the long periods of time people would use to watch entertaining and info-loaded content.
Style of Content
We visualised the series having a similar style to that of a Jamie Oliver 15-minute meals episode with a wide angle capturing Will and the barista’s dialogue and organic off-the-cuff banter, with a second tighter angle for overlay. Capturing the key points the pair talk about in buttery smooth slow motion!
We knew people would have a longer time to digest content on their devices, but we didn’t want the videos we produced to drag on, boring the audience and have them not watch til the end. The ideal length we wanted to hit was 3-5 minutes per video. So we advised Attie and Will to jot down some key-points to keep us on track and minimise the waffle!
Shot at Groundkeeper Willie HQ, we managed to capture all of the series in just a few fun-filled hours!
Satisfied with what we had captured from the shoot. We then got stuck into editing it all together and had all the videos ready for Groundskeeper Willie to upload by the end of the following week.
The videos received a fantastic response with loads of organic engagement on social media, as well as people in person mentioning they’d watched the videos. Notching over 700 views on IGTV and Facebook collectively, highlighting how viable the stay at home coffee market is.
A day after the videos were released there was a boost in online sales as well as in-store bean sales. People also came into store buying the equipment required for their stay at home coffee too.
Example of what we created!
Here is the first “Stay At Home Coffee Series” episode where Will and Simon go through the steps to make a great Aeropress!
“We were so thrilled with the result. From high engagement to direct sales the content he produced was outstanding. Highly recommend to anyone looking to grow their business or increase their brand presence.”
Attie, Groundskeeper Willie
We were thrilled with the great outcome for Groundskeeper Willie and are excited to build on this first batch of episodes.
Attie and Will’s authentic passion for good coffee is contagious. There was no better way to capture that authenticity other than through video. Evidently, it resonated with the die-hard coffee enthusiast community.
It is clear that video segments like the one we produced are an effective and versatile tool that fit into each part of a common consumer funnel. From generating brand awareness, informing in the consideration phase and diminishing doubt in the conversion phase.