The full story
What was the challenge
ICB, the Institute of Certified Bookkeepers, is the largest bookkeeping institute in the world. They have cultivated a devoted following of professional bookkeepers, but felt that they could offer their community—both current and prospective members—more value through digital channels.
When they came to Digivizer, ICB’s social media presence was lacking a coherent strategy, sound management and consistent branding. Content was irregular, inconsistent and ad hoc, and did not meet accessibility standards. Essentially, it failed to convey the professionalism and value that its members expected of the institute.
What was the solution
Digivizer worked closely with ICB to understand their community, their member base, and their mission. We focused particularly on understanding the value and information needs of their bookkeeper audience, to help them be more successful in their jobs. By achieving as close to an insider perspective as possible, our social media, content and creative teams were able to channel what truly interested and helped inspire Australia’s bookkeepers, and infuse ICB’s social presence with exactly that.
We revamped ICB’s content strategy, optimizing their social messaging, editorial planning, creative identity and the overall ICB brand. Our content teams developed fresh, new copy to tap into the passion and commitment of bookkeepers across Australia. Our creative team leveraged and revamped their dormant brand guidelines, breathing new life into colors and shapes in captivating ways. Our social media experts drew up a sophisticated content calendar to maintain a consistent and engaging social presence.
What were the results
- In just over eight months, Digivizer more than doubled ICB’s web traffic.
- On the three main social media platforms—Facebook, Instagram and LinkedIn—engagements grew by over 1678%, 1378% and 202%, respectively.
- Social campaigns designed to promote ICB’s own podcast led to 12,250 downloads.
- Participation in ICB’s regular member survey—an integral part of how they continue to provide a premium level of support and value to their community—rose by 44%.
We helped build trust and confidence with ICB by regularly demonstrating the effectiveness of our strategy through real-time data and insights shared directly from our proprietary digital marketing insights platform. Every step of the way, ICB could see its growth through the key metrics we were delivering.
Across our work with ICB, the modernized design and new dedicated themes for conversation and engagement led to an increase in sign-ups for major upcoming ICB events.
ICB’s CEO Amanda Linton reported how members have been noticing ICB’s fresh presence and how much they love the valuable content and the new, professional look.
Ultimately, ICB now has an opportunity to continue to grow, to expand across more digital channels, and prove the value of their active partnerships by helping their members businesses thrive!
