Rossborough

Rossborough Insurance – a Channel Islands social media strategy

Rossborough Insurance is a tri-island insurance provider and is Jersey and the Isle of Man’s only Chartered Insurance Broker.

The Brief

Rossborough’s communication objectives centred around driving awareness of its specialist teams and services. Liquid was also tasked with driving awareness of the benefits of working with a local broker, raising the profile of its CSR efforts, and positioning Rossborough as an employer of choice and alternative to the finance industry.

Rossborough challenged Liquid to invigorate its existing social media presence in line with these communication objectives, as well as launching a corporate Instagram channel to support the brokers’ recruitment drive.

What we did

We work closely with Rossborough’s internal comms team to ensure unified messaging and to further support our key messages. This includes working with the Rossborough team as well as Liquid’s PR team in Jersey on blog and press content around calendar days such as Time to Talk Day.

Liquid also launched a new Instagram channel for the broker to coincide with Careers Week 2019. We worked with local colleges and student publications to cover the launch and position Rossborough as an employer of choice across the Channel Islands. Every day across the week, we shared profiles on different members of the team charting their career journeys and what they love about the company. This was supported with targeted paid spend.

The Results

In 12 months, engagement grew on Facebook by 224% with a 336% increase in impressions – all without paid spend. The Facebook audience also grew by 15%. Across LinkedIn, we saw a 480% increase in engagement, and a 334% increase in impressions, all from organic content. The LinkedIn following also grew by 31%.

From the launch of the Instagram channel in March 2020 to December 2020, the channel saw almost 140,000 impressions and nearly 2,000 interactions. Paid spend was only applied to a handful of posts to promote the channel’s launch for Careers Week.