Robert Mason is a Columbus-based retailer that sells vintage-inspired office gear for urban professionals. While in the process of revamping its website and getting ready to open a new store, Robert Mason wanted to use social media and local PR to strengthen relationships with their existing customers, plus convert influential Columbus community members into new brand supporters.
Geben developed a social media strategy centered on positioning Robert Mason as a Columbus community partner while fostering relationships with local online influencers. To accomplish the latter, we use Twitter lists (e.g., Columbus fashion bloggers, influencers and business community) and geotagged keyword searches (e.g., office supplies, new pen, new bag, fashion, etc.) to monitor and engage in relevant conversations that help grow Robert Mason’s online footprint and sync up with overall goals. Simultaneously, we share content about the local events in which the store is participating, articles that highlight Columbus’s cool/unique culture and updates that align with the Robert Mason’s personality and values. From a PR perspective, we’ve pitched a combination of feature stories, event announcements and interviews with Robert Mason’s founder.
Combining carefully planned strategic content with real-time conversations, we’ve helped Robert Mason increase its Twitter following by 40% in just four months. More importantly, these conversations have helped Robert Mason establish relationships with several local bloggers and online influencers. Finally, we’ve secured 12 placements in a variety of local fashion and lifestyle publications, including Capital Style, (614)Now, Outlook Columbus, Columbus Alive, Columbus Monthly, Columbus Underground and The Columbus Dispatch.