What we Achieved
Within just five months, we smashed our social goals, cementing Arrow Taxi Group as the dominant fleet in Worthing.
How we got there
Arrow Taxi Group are a family-run local taxi firm based in Worthing. They needed to increase bookings, reach new audiences, and make automation more consistent all while maintaining their impressive local reputation. Worthing is a small coastal town in West Sussex, with a population of just over 100,000 and few competitors.
Dot Social were tasked with bringing social media channels up to an even higher standard. With Branding consistency and focused community engagement, we wanted to make sure that when people thought of travelling around Worthing and West Sussex, they thought of Arrow Taxi Group.
Creating Relevant and Local Content
Worthing is a very close-knit community. When planning our strategy, we knew we needed to fully grasp the identity of the place. Iconic local features, an up-and-coming football team and a vocal community were all opportunities waiting to be acted on.
An organic content mixture that drove people to discussion was a key focus. This included focusing on local landmarks, businesses that the community loved and a shared love of animals in #NationalPetMonth. Centering Arrow Taxi’s connection to the heart of the local area has driven a lot of success.
Furthermore, by managing competitions within the area via socials, we got everyone talking about the prizes. By harnessing the power of the community, we were able to create a viral post where the aim was to locate a local customer who didn’t respond to their prize announcement.
#GetPatHerPrize was born. This community push to locate the local resident quickly gained traction and reached 10% of Worthing’s population.
A mixture of community engagement, highlighting local features and reactive posts like #GetPatHerPrize has been a key lever for free organic growth for Arrow Taxis Group – driving organic reach up by 1,600% in only 5 months.
#getpatherprize was born
Building Awareness & Brand Presence
Another opportunity we saw was creating a visual brand that was consistent across the board. Our design team focused on capturing the essence of local, weaving a map of Worthing right into the branding. This helped us integrate key sales messages into our content mix, without coming across as overbearing.
Daily weekday coverage of customer comments helped us quickly route customers to support and engage with their biggest fans and customers.
Finally, to firmly cement this image of a locally focused brand, we sent our content team to capture branded photography for us to share on social.
Getting the drivers involved and planning key shoot locations helped us create an authentic feel about the social media channels, with local residents cheering on the taxi drivers that have taken care of them in the years gone by.
THE RESULT
In just 5 months of working with Arrow Taxi Group, we have increased content reach by 9,600% across Organic and Paid Social Media.
By leveraging organic to tap into the community, we have boosted brand advocacy and made app downloads more consistent month-on-month. In particular, this has reduced reliance on phone calls and streamlined the customer journey for older demographics.
We’ve have also taken their Instagram page up a notch, accessing a younger demographic, and fully taking advantage of a neglected channel for growth. With this we’ve reached 20,000+ users on the platform and increased content interactions by 292,000% compared to the previous period.
