The Staples team approached Ignite Social Media to create a social strategy, set social media goals, and be an extension of their team, providing ongoing strategic support as needed. Their main goal was to become more efficient in their social media marketing.
We started by creating a social media strategy based off of Forrester’s POST methodology. Within this, we defined an overall strategy that laddered up to their business objectives. From there, we developed a channel prioritization, content mix, social voice & persona, content cadence, and narrowed in on their target audiences’ passion points to help inform content. After the strategy was complete, we set goals that aligned to the overall business objectives and also began weekly content optimization meetings, where we reported the results of the previous week’s content and give actionable insights.
Staples wanted to dispel the misperception that their prices are higher than competitors for the small business audience.
We successfully activated 10 influential small business entrepreneurs and tasked them with showing how they could purchase quality products at Staples while managing to a budget. The influencers were given different monthly themes (business on the go, holiday gifts, pack and ship, etc.) as inspiration. They created blog posts and social content that showed the cost-effective business solutions that Staples provides.