Looking back on 2022
Building
Base Carbon
Making DATA-DRIVEN choices
The last nine months, the Marcomm team has created strategies across multiple channels and implemented pipelines that allow us to create content internally at 10% of the cost.
While standing up and fine-tuning these processes, we've also built an in-house production team who generated $335,000 in organic social media value, amplified numerous prestige media placements and positioned our executive team as industry thought leaders at over 20 international conferences.
Along the way, we spent time with internationally recognized agencies and media vendors testing different content and messaging campaigns to better understand the media landscape and opportunity for Base Carbon.
Events
Social
media
Web
Content
if numbers could talk
marcomm team metrics independent of other partners
Scaling brand visibility in 2023 will rely on segmenting our audiences, increasing the production of value-driven content for those audiences at key funnel stages
3.2M
social media impressions, equal to $110,000USD in organic value
117k
visits to our social profiles, surpassing our website traffic by 4x
2k
social media followers gained in 2022, without any paid social initiatives
35k
clicks from social media to branded content, equal to $222,500USD in organic value
behind
the
scenes
The marcomm team supported Base Carbon leadership at over 20 conferences in 2022 through social media content, email marketing, print marketing collateral, on-site photography and videography and produced video content
Hint: panel placements highlighted in green
BMO Global metals and mining conference
carbon credits and the pursuit of net zero
cormark inflection conference
td securities energy transition conference
prmia esg forum
raymond james sustainability conference
esg leadership forum
td demystifying the voluntary carbon markets
verge climate tech conference
ny climate week
u.s. carbon capture conference
neo corporate spotlight
national bank clean tech conference
ir labs investor day
bmo transition think summit
cop27
Appec
ft commodities summit
on the
front page
Here's a look at the different platforms and outlets that amplified Base Carbon's story this year
and in
your headphones
In 2022, SmarterMarkets soared into the top 1% of podcasts globally. Phil's appearance on the pod was the third most downloaded episode this year.
we also spent some time and money on external vendors,
edelman
globe and mail
lifewater media
native ads
$66,000
$16,775
$60,000
TBD
total
$142,775
Here's what
we learned
the best person to tell our story is us
our website is the fundamental messaging platform for our brand
without brand-generated content, we won't capture leads from sponsored campaigns
so we got to work, producing our first in-house videos
Rwanda Tier 2 Video
Vietnam Tier 2 Video
Carbon Series Recap
Visual PR Template
expanding our branded content library
Quarterly Project Report
Graphic Design
Services
SEO Boosting
FAQ Page
Project Initiation Report
SmarterMarkets Roundtables
and building frameworks for a stronger foundation
Blog Build SOW
Website Rebuild SOW
Updated Site Map
Web Card Library
there's
no
avoiding it
In order to reach our investment and audience targets, we must participate more visibly in the digital sphere.
71% of digital users said they viewed at least one blog post during their investment journey.
Before interacting with a website, the average B2B decision makers conducts 12 different online searches
#Buildastrongerbase
we have to use
our voice
Here's where our efforts are focused for 2023
leader visibility
People relate to people, not organizations. Increasing leadership visibility across digital touchpoints can build brand trust
employee advocacy
Individuals and industry leaders achieve 561% MORE reach on social media than corporate or brand pages. We want to equip our team to feel confident sharing key posts and milestones and engaging with marcomm generated work product
live conversation
Leveraging SmarterMarkets to deploy industry, educational and even investment focused webinars and activating shareholder townhalls
video
7 in 10 investors watch videos throughout their investment journey, even higher for B2B decision makers. Finalizing scripts to move into production must be a Q1 priority
intentional content
Not every post will resonate with every audience at every point of their Base Carbon journey. It's our job to build a library that covers all audiences at all touchpoints
industry involvement
2022's best performing posts involved event attendance, panel recordings and collaboration with visible industry participants — let's turn up the volume here with no-cost opportunities
2023
content
targets
Refresh website
launch base carbon blog
cross 5,000 social followers
increase Time on Site to 1min
scale email list to 1,000
Publish approved tier 1 videos
Deploy quarterly project reports
Increase search and referral traffic to web
secure 5 podcast placements
host 2 educational webinars
sponsor 2 research reports
generate downloadable case
studies per project
secure 10 panel placements
produce 4 SM roundtables
produce business and market
landscape infographic package