“I had a vision to inspire the next generation of engineers and I’m thrilled that we managed to accomplish such a huge ambition and amazed by the influence that Social Media marketing played in the success of FOBEM.”

Leigh Howarth, Business Development Manager, M-CNC Engineering

Social Media marketing drives the launch of the first Festival of British Engineering & Manufacturing (FOBEM)

Name: Cognique
Address: The Bath & West Showground, Shepton Mallet, BA4 6QN, GB
Telephone: 01749 678721

M-CNC Engineering has always been passionate about supporting the next generation of engineers and FOBEM created the perfect platform for them to introduce students to engineering and manufacturing businesses and their representatives.

Marketing manufacturing

The core objective of FOBEM is to educate, inform and ultimately inspire young people about the vibrant UK manufacturing industry. FOBEM allowed M-CNC Engineering to highlight the multiple careers paths within this rapidly growing, vibrant industry. Cognique worked closely with M-CNC, developing a marketing strategy that included event identity, advertising collateral and local press coverage. The event was also supported by content marketing and extensive Social Media marketing.

Getting social

Connecting with the manufacturing and engineering network was key to the promotion and success of FOBEM. Social media marketing was used to great effect, using relevant industry hashtags and content to engage with schools, colleges, manufacturers and suppliers on a nationwide scale. M-CNC already had commercial LinkedIn and Twitter accounts and a newly created Facebook page now meant we could market to the local education and business sector.

Engaging online

Using LinkedIn, Cognique had already helped M-CNC nurture a large network of highly engaged followers in the manufacturing community. By sharing content, tagging sponsors, businesses and education providers, we achieved a 273% increase in engagement and a huge 2393% increase in impressions on LinkedIn alone during the promotion of FOBEM.

It’s all in the planning

FOBEM 2021 had a very short lead time, so careful planning and scheduling was vital. Blog content, online editorial, shared video content combined with timely use of industry relevant hashtags helped spread the word of the upcoming event. The M-CNC team understood the value of social media and the importance of engagement, using their own networks to widen the message. The Social Media marketing campaign continued throughout the two day FOBEM event, which was a huge success. So much so, that FOBEM 2022 is already being planned.