The first phase of the RMI’s branding campaign, aimed at raising awareness of the organisation and its role in the industry, has proved a significant success.
Since March, the RMI’s social community has grown by 70.79% to 24,000 followers.
Importantly, visibility has also translated into action:
- 1.62 million organic social impressions
- 6,727 interactions
- 208 messaging conversations started, with direct questions focused on membership, accreditation and joining the RMI
- 85,900 estimated Phase One website sessions
The next phase of the campaign will focus on converting that awareness into action for members.
From 1 October, the RMI will work with BusinessTech to build national reach and credibility with government, business and the motoring public, while continuing to use its social media channels to speak directly to target audiences.
The campaign will again use the “A sign you can trust” platform, built around five key messages: trust and safety, professionalism, consumer protection, the nationwide network and good motoring habits.
The strategy was also informed by member feedback. When 70 members were asked which communication channel they considered most effective, social media was identified as a strong preference, with members indicating that messages spread consistently throughout the year have greater impact than concentrated seasonal campaigns.
The campaign has a clear call to action: Find an RMI member near you.
Success will be measured through growth in “find a member” searches and website traffic generated by the campaign.
