The COVID-19 crisis has forced the CJAM marketing team to work more creatively and innovatively to overcome social distancing barriers and new ways of working to help clients continue to grow their membership. This has entailed not only implementing strategies at board level collaboratively but to impart assets and strategies at members’ level to help them future proof not only their businesses, but their industry as a whole.
The National Association of Balloon Artists (NABAS) required a multi-leveled strategy which not only solidified the importance of their membership, but also demonstrated to consumers the benefits of transacting with an accredited member. The additional challenge included communicating the products available and how to obtain them during lockdown and to also enable members to communicate their reopening procedure and new availability.
The campaign spanned social media, collaboration with a trade magazine and included additional bespoke training from CJAM to the membership base on how to best implement the new assets that were created. The marketing and design team created a series of social media assets designed for both organic and paid campaigns across Facebook and Instagram that encapsulated the emotion of special occasions, even with social distancing restrictions in place.
We provided training on how to target by life events, affinity categories and interests to enable members wishing to apply budget to the assets to maximise their return on investment. The assets captured precious moments that consumers may wish to celebrate from a distance including birthdays and new babies, whilst also providing a business to business stream for retailers and shop fronts wanting to celebrate reopening again.
We also publicised the assets and the campaign with a leading trade magazine to demonstrate to the industry how NABAS were creating exceptional resources and providing extensive training for their members to add value and to bolster the industry during a difficult time,
The CJAM marketing and design team provided full support and training during the creative and implementation process to ensure all members were able to maximise the assets.