Princeton Merchants Association

Organization

Representing more than 150 businesses, the Princeton Merchants Association (PMA) is focused on promoting all of what Princeton, New Jersey has to offer. It represents restaurants and specialty retailers as well as professional businesses and the Ivy League university. The organization is chartered to reinforce Princeton as one of the top New Jersey destinations for dining, shopping, entertainment, and cultural activities.

Business Challenge

To support its members, the PMA hosts an array of networking events and educational programs throughout the year to nurture Princeton’s rich history and vibrant local economy. As part of its marketing efforts, the PMA wanted to expand its use of social media and offer resources to members so they can take advantage of channels such as Facebook, Twitter, Instagram, and LinkedIn.

The PMA began working with Springboard in April 2015 to develop an effective social media strategy. At the time, some PMA members already used social media regularly while others were just getting started. As part of the scope, Springboard worked with PMA members to develop a cohesive social media campaign and later implemented a monthly newsletter aimed at providing insights and perspective on best practices.

Process

Each month Springboard collaborates with the PMA’s marketing committee to develop social media content that promotes and supports members’ initiatives in a timely manner, primarily through Twitter and Facebook. It integrates activities, promotions and information on events from PMA members and socializes them on a daily basis. Springboard also monitors and tracks activities on these platforms, using the analytical data to develop new campaign ideas. In addition to social media management, Springboard assists in drafting content for the monthly social newsletter.

Results

Springboard has successfully assisted the PMA in growing its following and encouraging members to implement social media strategies of their own. Since April 2015, the PMA has seen more than a 700% increase in total followers across all social media accounts. The audience reach has increased by more than a combined 400% and the accounts received a 700% increase in average interaction rate as well. Springboard continues to assist the PMA in managing their Facebook and Twitter accounts.

The PMA also continues to successfully release new social newsletter content each month; Springboard has been instrumental in developing the topics and editorial calendar for this ongoing activity.

Prior to partnering with Springboard, approximately 50 PMA members were using at least one social media platform. Today, more than 100 members have an active footprint on either Twitter, Facebook, or Instagram and continue to learn more tips on best practices through the newsletter content.