How the SBPR Audit Helped a Construction Company
THE BRIEF
A construction company wanted to get a true outside perspective of the brand focusing on all the touch-points a client or potential client would engage with.
THE CHALLENGE
The SBPR team were tasked with assessing and auditing all touch-points from the social media channels and website, to the brand’s media coverage both online and in print, to the brand’s marketing collateral and even personal engagement at the offices.
THE SOLUTION
Each touch-point audit was an individual project with its own objectives and measurables so from the beginning the PR Audit was managed as a sum of smaller audits including the following:
PRESS AUDIT: The SBPR team first had to understand the company’s key messaging enabling SBPR to assess the media coverage for inclusion of those all-important key messages. As well as understanding messaging, the SBPR team also conducted an audience audit. The company’s media coverage could then be assessed for how well it reached the intended audience.
SOCIAL MEDIA AUDIT: The SBPR team started by understanding the company’s objectives for each social media channel and then assessing the effectiveness of the content posted on each of those channels for achieving those objectives. The look and feel of each channel, tone of voice as well as consistency across the suite was also assessed and analysed. Engagement, growth, reach, and speed of response were also analysed for each channel.
WEBSITE UX AUDIT: SBPR audited the look and feel of website from the user’s experience by testing the website; assessing loading speed, mobile optimisation and navigation and reporting on any issues that would become a barrier to the user
SITE UX AUDIT: A member of the SBPR team visited the offices masquerading as a potential client and reporting on those all-important first impressions from the reception, to parking, navigation ease, to general look and feel.
CLIENT EXPERIENCE: The SBPR team created a survey to send to current and past clients asking for their feedback on their experience with the company including: How likely it was that they would recommend them, how satisfied they were, how would they describe the company, how would they rate the quality of the work, how well they felt financial management was communicated, how responsive the company had been if they’d had any questions or concerns, and how long they had been a client.
PERSONNEL EXPERIENCE: The SBPR team created a survey to send to all employees asking for their feedback on their experience with the company including: How long they had worked with them, what they thought they offered over its competitors, how they explain or describe the company when talking to family and friends, what their first impressions of the company were, what they would suggest to improve that first impression, and which of the company’s social media channels they follow.
INTERNAL COMMS: The SBPR team assessed the current internal newsletters.
EXTERNAL COMMS: SBPR also audited all flyers/brochures/leaflets etc for consistent key messaging, clarity of message and production quality.
THE OUTCOME
The SBPR team produced a comprehensive and in-depth report covering all the areas listed above. As well as assessments and analytics, the audit also provided the company with recommendations for improvements for each section.
The audit gave the company a valuable insight into not only client and employee thoughts on the business but also the impression someone from outside the business has of the company. Following the results of the audit, the company made several impactful decisions enabling them to improve brand reputation and credibility with clients, employees and potential clients. The company also invested in its PR and social media with a member of their team being trained and supported by SBPR.