Dún Laoghaire BID

The Story

The Dún Laoghaire Business Improvement District (BID) is an initiative designed to increase the footfall to Dún Laoghaire, to attract more businesses and to secure a long term sustainable model for the management of the town. Dún Laoghaire BID works closely with all stakeholders in town, including the Business Community, DLR County Council, The Local Enterprise Office and residents in Dún Laoghaire to ensure that the long term vision for Dún Laoghaire is one that everyone believes in.

The Context

Digital marketing efforts at Dún Laoghaire BID play a very important role in order to deliver the services they offer to the local community, which focuses on promoting Dún Laoghaire Town, local businesses, and events. Representing +800 local business, with presence in the different digital platforms such as Website, Facebook, Twitter, Instagram, LinkedIn and a weekly Newsletter and an audience of approximately 16.000 followers throughout the different channels it had lost the reach and engagement with its core audience and the consistency in the branding.

My Role

As Social Media Assistant I was tasked to create, execute and manage strategies for reach and engagement, create content in different formats for digital platforms: Website, Facebook, Twitter, Instagram, LinkedIn and Newsletter and assist with event production for the promotion of the town. Some of the most relevant actions included:

Carried out an analysis to identify core audience and tested a variety of tactics to determine the appropriate topics and formats for content creation and a suitable branding for better positioning.
Planned and executed new strategies for content creation that best match the core audience in each of the digital platforms: website, social media Twitter, Facebook & Instagram and weekly newsletter.
Launched two new pillars for the communication strategy. Iconic places (Statues, monuments, buildings, among others) and your local businesses (new, coming and old businesses from companies established in the area to retails and restaurants).
Managed digital platforms overseeing and monitoring daily online community engagement and performance.
Developed all the social media guidelines including the role of each of the channels, branding, photography and edition.
I took all photographies and edited them during my time managing the accounts.