Campaign Collective worked alongside Power To Change to deliver Community Business Weekend 2019. Our objective was to recruit more customers, volunteers and supporters to the community business movement, increasing the number of community businesses hosting events over the campaign period.
Strategy
We Involved members in developing the campaign strategy right from the start to ensure buy-in from community businesses. Collective Members worked with community businesses to be part of the weekend and tell their stories. We secured 11 community businesses to act as champions, encouraging them to reach out to other CBs in their local area/region to take part in the Weekend. We gave the group weekly tasks in the run-up to the Weekend to increase interaction and engagement.
Tactics
- We updated the Community Business Weekend website, first created by the Collective in 2017
- We created a social media content plan to promote Community Business Weekend #CBWkd19 in line with the #CommunityBusinessMatters campaign theme
- Drafted and published social media content on Power to Change’s Facebook, Instagram and Twitter channels – including recruiting case studies and developing film scripts and Q&As to film their stories for social content
- We drafted template social media content for community businesses, partners, stakeholders and councillors to use, and engaged with them through our toolkit
- We ran Ads and boosted posts on Facebook to drive registrations and monitored social media channels – engaging with, sharing and retweeting content posted by community businesses, partners and stakeholders.
Results
- 328 events took pace across England, with 23,616 visitors (up from 225 events and 18,000 visitors the previous year)
- 100,902 total film views of the #CommunityBusinessMatters case study films
- 64% of CBs posted on social media about the campaign and/or their involvement