Built on a foundation of quality, integrity, and responsibility; Alter Trading understands that managing environmental aspects is essential for continued success, especially as their company experiences rapid growth and enters new markets and communities.
As one of the largest scrap metal companies in the country, Alter Trading has over 80 locations across the United States. These locations were struggling to create a cohesive message on their Facebook pages. The team at Alter knew that Facebook could be a powerful tool for creating loyal fans. They just weren’t sure how to pull it off.
One of the biggest challenges is that Alter had many pages with 0 fans, no posts, and no brand consistency. With over 80 locations that needed a social presence, there was no cohesive brand strategy but the opportunity was clear. Alter could not ignore the chance to utilize social media as a chance to build both awareness and relationships with current and potential fans.
Seafoam tackled this challenge by creating a communication cadence that was simple and easy. Even the busiest yard could share ideas and see them brought to fruition on their social pages. These tactics included: framework. As a culmination of our efforts, we also designed a fresh and engaging website tailored to the needs of their audience.
We built a documented process for content creation, editing, and approval across corporate and legal teams while publishing compelling, on-brand content with unique flair for each location. Our team monitored engagement to ensure thoughtful moderation and friendly dialogue, refreshed and redesigned existing pages for consistency, and created new pages as needed. We balanced company-wide messaging with location-specific posts, maintained regular communication with corporate and staff across more than 50 locations to inform local strategies, supported PPC efforts to expand brand reach, and created in-person graphic materials to reinforce and align with our digital initiatives.
