Case study:
Equine Choice
EQUINE CHOICE MONTHLY ORGANIC SOCIAL MEDIA ACTIVITY
+102
FOLLOWERS
+181
ENGAGEMENT
+ 62
BRANDED POSTS
Equine Choice has been providing nutritional health supplements to horses for over 25 years. Customers range from personal horse owners to high performance breeders and equestrian athletes.
From solving common digestive issues to overall health and immune system supplement to encourage nutrient absorption, Equine Choice is Canada’s original developer of quality all natural prebiotic and probiotic supplements.
But where does a company selling highly competitive and specialized industry turn for their digital marketing and social media management? It’s Halfsquare Designs.
With the help of Halfsquare Designs’ cutting edge social listening, analytics and publishing tools, Equine Choice can focus on their operations, product innovation and customers, while we take the lead on managing the brand and social media channels.
“Without a doubt, I confidently recommend Halfsquare Designs. I know that they will be a beneficial addition to your organization. Their knowledge of design and expertise in digital marketing is a huge advantage to our entire office. They put this skill set to work in order to assist us with consistent branding across different platforms.”
— Deborah, Animal-Pro Products / Equine Choice
WHY HALFSQUARE DESIGNS?
Over 10 brand ambassadors and 2 employees contribute and approve the social media channels at Equine Choice. That said, it still requires coordination and direction to ensure the content is driven towards the intended results.
Halfsquare Designs takes the lead as the subject matter expert in digital marketing, utilizing big data analytics to discover and optimize the social media content. From trending topics to overall strategy, data driven analytics are incorporated into all decision making for the next posts. A large portion of time is spent analyzing performance on past posts and how best to improve engagement, reach and followers. Even the details of hashtags are reviewed to best position Equine Choice to achieve best results.
With strategy and business objectives in mind, Halfsquare Designs creates, schedules and publishes all social posts, replies to comments, and answers most online questions without assistance from Equine Choice customer service agents.
The personal service at Halfsquare Designs ensures all last minute requests and changes are executed without incident. These intangibles that are not reflected in any social metric but is clear in the company’s reviews.
“They act quickly on projects. We ran into a situation where we had our website design and hosting with another company and it went offline. We were unable to access our website and Halfsquare Designs was able to get it up and running within a day.”
— Deborah, Animal-Pro Products / Equine Choice
ENGAGING CONTENT CREATION
Social media and content creation has evolved in recent years. Engagement was primarily driven by shared links and tweets not so long ago. Added sophistication of social media algorithms and maturing expectations of followers, people are expecting original content in the form of custom photos, videos and useful information directly from the source. With the specialized industry of Equine Choice, Halfsquare Designs dedicates time each month to shoot footage on-location, as well as in-studio. Regular videos include Equine Choice sponsored events like Angelstone Tournaments and product videos.
Using the best industry leading tools, Halfsquare Designs is able to publish unique content at the exact times that audiences are online and most likely to engage. With tools like Ingramer, the top trending hashtags are used for added discovery and campaign tracking.
APPLYING INSIGHTS
Halfsquare Designs also uses advanced social media listening programs to uncover valuable insights on competitor, industry content and advertising opportunities. With this technology, we can identify top engagement metrics including how many comments, shares and likes for each post. With this information, priority is given to creating content that is aligned with best practices. Similarly, we monitor external websites and twitter for brand mentions to ensure a real-time pulse on what people are saying about Equine Choice. At any given time, we can review the progress on any social post or competitor activity.
Learning and improving the productivity of the Equine Choice social channels becomes an instant process. Strategies are adapted within days and weeks instead of waiting years for the same intel. A refined content strategy is achieved in a matter of a couple months.
TIME IS MONEY
From the content research to content creation, scheduling and social media analytics, Halfsquare Designs saves time and money. Equine Choice is able to save on multiple positions in the company including marketing, photographers/videographers, and business analysts. Not to mention having an internal team would also require costly tools for each team member. It would be a full days work, just to assemble the month-end reports to determine what social posts are most effective. Halfsquare Designs now assembles all social media reports and summarizes monthly insights to make the next business decision.
Equine Choice can take those savings and redeploy those resources to what is most important: Product innovation, customer experience and continued company growth.