In 2018, I helped revitalize Steiner’s digital presence to strengthen our brand credibility and increase brand awareness. Our budget included rebooting the LinkedIn, aligning strategy with Easton Town Center and our other properties, drafting engaging blog content to direct traffic to our website, and working with our agency PR partners to execute a unified media placement strategy.
While a lot of LinkedIn profiles can be stiff and clinical, I wanted our brand voice to be authoritative but also personable and playful, just like the spirit of Steiner. By incorporating a balanced mix of content and engaging, pithy copy, I connected with our community of followers by sharing snapshots of Steiner’s culture. Not only did this drive awareness to numerous projects, awards, and media placements that highlighted the Steiner name but we truly began crafting a narrative around the core vision and values of the company from sustainability, promoting the arts, supporting local, community-building, and generally creating lasting value for the communities we build within.
I also worked with our PR partners in drafting and conceptualizing a content calendar for our website, publishing blogs and highlighting high-profile media placements.
Result: The new approach helped boost our organic social media impressions and following by over 30%. Comparatively, for a small business, 30-70 likes per LinkedIn post indicates a strong content performance. We boosted website traffic and established a cohesive narrative that unified all of our mixed-use developments and placemaking expertise.