Brief

We made a direct pitch to Guernsey Harbours offering assistance to implement their Business Plan online. We realised that public sentiment was often negative and misinformed so we formulated a strategy to address these issues directly via a managed social media presence.

We focused on customer service, education pieces around Guernsey Harbours extensive remit and engagement of important stakeholder groups and communities. As a result of this approach we were also retained to provide design and creative services for the new Guernsey Harbours website.

Methods:

• Stakeholder interviews with key local groups (Guernsey Powerboat Association, Guernsey Fisheries, Guernsey Boat Owners Association etc.) to ascertain service gaps and create engaged relations
• Audit of digital footprint including website traffic and social media analysis
• Creation of sea safety awareness campaigns
• Production of time-lapse video
• Creative production for Guernsey Harbours website design and printed items
• Blogger outreach to engage with digital influencers visiting the island from cruise ships
• Social media competitions to engage the local community and create user generated content to help promote Guernsey Harbours services
• Creation of Harbour History education piece

Outcome:

• A significant shift in customer service queries across all business areas from traditional communication mediums to social media
• Improved relationships with stakeholder groups and harbour users
• Positive and engaged communications with cruise ships and their passengers during visits to Guernsey
• Viral content showcasing harbour services to a global audience
• Delivery of vital emergency public awareness updates regarding weather and sea conditions
• Promotion of sea safety series educating boat users on required safety regulations in and around local waters
• Increased traffic to key website content from strategic paid social media campaigns
• Significant increase in Google ranking for key search terms around Guernsey Harbours services