Client

The first of its kind, Sharjah Publishing City (SPC) Free Zone, a subsidiary of the Sharjah Book Authority, offers a unique ecosystem dedicated to empowering the global print and publishing industry. Operating 24/7, SPC Free Zone is the smarter, simpler, and faster choice for entrepreneurs and investors in the UAE. Their pioneering “Instant License” service expedites business setup, tackling everything from residency visas and corporate banking to immigration processes and securing office or warehouse space. Despite these advantages, SPC Free Zone faced a significant challenge: building a genuine and qualitative presence on social media to effectively craft authentic and engaging content, navigate the complexities of various platforms, and ensure consistent messaging that resonates with diverse business communities worldwide.

While Dubai attracts entrepreneurs with promises of luxury, Sharjah is a hidden gem, offering a compelling alternative for those seeking a cost-effective and dynamic environment to launch their business ventures. SPC Free Zone presents a significantly lower barrier to entry compared to its Dubai counterparts, making it especially appealing to startups and budget-conscious entrepreneurs. However, affordability is just one part of the story. SPC provides access to 2,000+ business activities, catering to a wide range of industries that is beyond publishing. We needed to effectively communicate the vast opportunities available to a diverse audience of entrepreneurs looking to establish a foothold in the UAE market.

Our strategy was formulated around several key factors. Firstly, we needed to take a step back and choose a novel approach that would resonate with the brand, connect with followers, and build stronger awareness for SPC Free Zone on social media.

Key points to consider in our strategy:

1. Focus on quality over quantity.
2. The number of posts per month is less important than conveying the right brand message.
3. Emphasize brand awareness over direct sales.
4. Be creative across platforms like Instagram, LinkedIn, and TikTok. Treat it as a playground.

We conducted thorough research to understand SPC Free Zone’s social media performance. After careful analysis, we discovered that the phrase “Where Else” was being used on some communication channels without a clear strategic intent. This phrase fit well in content but lacked the depth to be a game-changer for SPC Free Zone.

Manifesto for SPC Free Zone:

Inspired by this phrase, the communication style was molded to be more effective. This approach aligned with how customers think and perceive the world, instilling confidence through the right communication style channeled via social media.

We decided to focus on LinkedIn, Instagram, and, if relevant, TikTok. Our goal was to create diverse content that enhances both the visual appeal and messaging for SPC Free Zone, and with “Where Else” as the campaign tagline and a top priority.

To achieve clear results, we had to segment the strategy based on key points identified during the development phase. This is how it was executed:

Quality over Quantity:

• We prioritized creating high-quality content that resonated with the audience. Each post was meticulously crafted to ensure it conveyed the right brand message, even if it meant fewer posts per month.

Emphasizing Brand Awareness:

• The content focused on brand awareness rather than being too salesy. Our goal was to share stories, insights, and testimonials that highlighted the unique advantages of SPC Free Zone, building a narrative that engaged and informed the audience.

Creative Use of Platforms:

We used Instagram, LinkedIn, and TikTok creatively. Each platform had tailored content that leveraged its strengths:

• Instagram: Visually appealing posts and stories that showcased the vibrant community and opportunities at SPC Free Zone.
• LinkedIn: Professional and informative posts that highlighted the business advantages and success stories.
• TikTok: Engaging and fun videos that captured the dynamic environment and entrepreneurial spirit at SPC Free Zone.

“Where Else” Campaign:

• We made “Where Else” the cornerstone of our campaign. Every relevant piece of content incorporated this tagline, reinforced the message across all channels. We created posts that answered various “Where else” questions, connecting them to the USPs of SPC Free Zone.

Manifesto Integration:

• The manifesto guided the content creation. It emphasized the values and opportunities, ensuring consistency and depth in our messaging. Posts were crafted to reflect the aspirational and motivational tone of the manifesto.

Diverse Content Types:

We diversified our content to enhance our engagement. This included:

• Brand Awareness
• Animated Videos
• Static Visuals
• Videos showcasing real people

Groundwork and Analysis:

• We started by thoroughly analyzing SPC Free Zone’s previous social media performance. This helped us identify gaps and opportunities, ensuring our strategy was data-driven and targeted.

Consistent Messaging:

• Across all posts and platforms, we maintained a consistent tone and style. This helped in reinforcing the brand identity and making the messaging memorable and impactful.

The early success of our strategy for SPC Free Zone is rooted in a well-rounded approach laying a strong foundation for long-term success.

This ongoing exercise is designed to yield the desired and expected results over time, setting SPC Free Zone on a path to becoming a top destination for entrepreneurs and investors worldwide.

Visual Style Revamp:

• We modernized the visual aesthetics of SPC Free Zone’s social media posts, ensuring they adhered to the brand guidelines while introducing a fresh, vibrant, and engaging look.
• High-quality images, graphics, and consistent color schemes were employed to enhance the overall visual appeal.

Content Innovation:

• Our content strategy focused on providing informative and engaging posts. This included a diverse mix of videos, interactive content, and brand awareness, services and product awareness, industry trends etc
• The campaign tagline “Where Else” was strategically integrated into the content, reinforcing brand messaging and making it memorable.