Overview
As a non-profit organisation with a rich history, the Historical Association needed a more strategic approach to social media and digital marketing to better engage its diverse audience.
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Working closely with their marketing manager I have helped them transform their social media efforts, implementing a posting schedule, strategic approach, and monthly tactical plan to ensure consistent engagement across three key platforms.
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Beyond social media, I've contributed to their overall digital marketing strategy, supporting major events like the HA Conference, the Medlicott Awards and The Great Debate competition.
Anne-Marie Stephenson, Marketing Manager, Historical Association
Rachel has been instrumental in helping the Historical Association improve our social media presence and engagement. She has consistently delivered high-quality work, adapting quickly to our needs and helping us implement effective strategies. Her ability to manage multiple campaigns while keeping everything aligned with our goals has been invaluable to our ongoing success.
Challenges
The Historical Association faced several challenges, including inconsistent posting schedules, fragmented social media strategies, a lack of video content, and the need to engage different audience segments while balancing both general and educational content.
01.
Inconsistent social media presence
Social media posts were sporadic and lacked a unified strategy across platforms, resulting in missed opportunities for engagement and follower growth.
02.
Limited social media knowledge internally
The team required guidance on how to effectively use social platforms to boost engagement and build a more active online community.
03.
Fragmented audience segmentation
The Historical Association had difficulty effectively engaging both its educational audience and its general interest followers, requiring a more refined approach to content differentiation.
04.
General audience engagement
While the Historical Association engaged its core members, there was a need to better connect with the general interest audience who make up a large number of its membership.
05.
Lack of multichannel campaigns
The Historical Association struggled to run integrated marketing campaigns across its various digital channels. Campaigns often lacked coordination, resulting in missed opportunities to drive engagement across multiple platforms simultaneously.
Solutions & strategic approach
Social media posting schedule & strategy
I introduced a structured social media posting schedule and tactical plan, ensuring consistent, timely content across three core platforms.
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Each post is aligned with the association's broader goals, from promoting key events to engaging their general interest audience.
Stronger digital presence for the association
The audit and subsequent strategic adjustments have brought consistency and clarity to the association's digital presence, ensuring that all channels work in harmony to promote their mission and engage their audience.
Engagement strategy development
I developed targeted strategies focusing on audience segmentation and content tailoring to build deeper engagement on each platform.
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This has led to a more active and engaged online community, with notable improvements in social interactions and participation in campaigns.
Using cross-platform customisation
As part of the social strategy, we have ensured that content is now tailored specifically for each platform and audience, maximising engagement by aligning with audience preferences on LinkedIn, Facebook & Instagram.
Results
The strategies implemented for the Historical Association are still ongoing as I continue to work with them, but so far have resulted in increased social media engagement, significant follower growth on Instagram, successful multi-channel campaigns, and a more consistent digital presence, all of which enhanced the association’s ability to connect with its diverse audience.
Increased engagement
Significant follower growth
Consistent social presence
Stronger digital presence
Despite a decline in impressions, engagement rates across all platforms rose, demonstrating that more targeted and high-quality content resonated deeply with the Historical Association’s core audience
We've seen follower growth across all three platforms since implementing the social strategy, including an increase of over 39% on Instagram and starting with a count of 10 on LinkedIn we're now at over 650 in one year.
The Historical Association now has a reliable, consistent social media presence, with engagement steadily growing as a result of the structured posting scheule and strategy.
The audit and subsequent strategic adjustments have brought consistency and clarity to the association's digital presence, ensuring that all channels wrk in harmony to promote their mission and engage their audience.