Nine20 Marketing - Brand Audit
Brand guidelines Development
Nine20 Marketing
Nine20 Marketing was the digital marketing consulting agency created by our class, under which we operated for the duration of our fourth year at TU Dublin Blanchardstown.
At the beginning of this semester, we decided to revise our brand guidelines to better align them with our class’s identity and our brand values.
My Role in the New Brand Guidelines
I was chosen as a team leader to conduct an initial brand audit of our previous Nine20 Marketing content. This brand audit served as a foundational step for the development of new guidelines.
Recommendations made needed to be statistically backed up based on analytics and industry best practices to ensure our updated approach was both data-driven and aligned with current industry standards.
Brand Audit
Metrics
Above are the metrics gathered from our social media audit. We noted that while our engagement rate was 7.5 times higher than the industry standard according to Hootsuite (2024), this figure was skewed because we felt incentivized to like and engage with our own content. Therefore, this metric may not be the most accurate way to assess the success of our content.
Metrics
When assessing the demographic breakdown of our viewers, initial observations suggested we were reaching our intended audience: 44.7% of our Facebook viewers were aged 25-34, aligning with our target of parents of prospective students, and 38.7% of our Instagram viewers were ages 18-24, which matched our goal of engaging current and prospective students.
However, upon a critical analysis of these graphs, we realized that our own engagement might be skewing the data again. It became apparent that many of the Instagram viewers were actually us, the creators. Given this insight, we recommended placing greater emphasis on developing detailed personas for social media targeting to ensure our efforts more accurately reach and resonate with our intended audience segments.
Brand Audit
We conducted a comprehensive analysis of several other aspects of our social media strategy, including:
- Best vs. Worst Performing Content
- Altering Captions and Tone of Voice for Different Social Media Channels
- The Overall View of the Feed
- Posting Frequency and Timing Analysis
- Best Practices for Our Chosen Social Media Channels
Recommendations
Based on the thorough analysis of our data, research into best practices, and a review of the overall look and feel of our content, we made the following recommendations:
- Customize Facebook captions for older demographics.
- People-centered content enhances authenticity (Facebook, 2024).
- Active engagement, like liking/reacting, increases post visibility (Influencermarketinghub, 2021).
- Post at peak engagement times and days from semester 1.
- Include more video content alongside text and images.
- Monitor posting times and days for changes in performance during semester 2.