Strategic Social Media Framework


What our strategy delivered for Ace & Tate was a clear executional framework for the marketing team and an educational resource for the wider business to take them into 2019 and beyond.


A clear focus for the future

Bridge & Tunnel were asked to provide Ace & Tate’s internal marketing team with a set of clear guidelines around the use of the brand’s social media channels so that multiple teams within the marketing department feel empowered to approach social media planning, content and distribution with a stronger strategic focus.


Ace & Tate were keen to understand how their social media activity was performing and what could be learned from and optimised on to deliver against both the brand and commercial goals.


A framework for long-term success


To answer the brief our recommended approach included three phases; Discovery, Exploration and Development. Following a thorough audit of Ace & Tate’s current social media activity, we went on to assess and interrogate the current internal workstreams and audit the team’s approach to social media comms planning to gain a deeper understanding of any current challenges that might inhibit success, and any clear paths of opportunity that were being missed.

During the first of the post-audit phases, Bridge & Tunnel facilitated a number of team immersion sessions where we dug deep into the processes of how each team plans, produces and shares content. The challenges and opportunities that surfaced during those sessions become key inputs into the strategic framework.


So, to feed into the content opportunities for Ace & Tate, we brought together all key marketing stakeholders to take part in a creative workshop. The aim was to explore content opportunities across a range of marketing channels that would drive interest and engagement with the brand’s core audience. The output was a series of creative clusters that went on to aid the development of a clear set of brand content themes.

After defining creative content themes for Ace & Tate, we finalised the framework by providing guidelines and best-practice tools for content dissemination across multiple channels, outlining solutions on how to measure the performance of the content and the channels, as well as suggesting additional opportunities to explore in the long term.


"Bridge & Tunnel brought back trust to a few sceptics among us on the value of agencies. They make an effort to really understand not just your brand, but your team and the challenges they face in order to personalise the service they offer and the recommendations they make”

Carrie Grey, Senior Brand Manager, Ace & Tate


“Bridge & Tunnel delivered a clear plan of approach which resulted in 2 effective workshop sessions, several feedback moments and a final framework document which is now being used by our social media team. The framework helps us to work more effectively, set clearer goals and it also fulfilled our need for wider business understanding on how social media can support the wider marketing mix."

Jet Braas, Marketing Manager, Ace & Tate

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