Case Study

Digital Marketing Campaign

Minority Business Development Agency // Digital Marketing

The Challenge

Develop social media strategies to broaden online presence

The nearly 1 million minority-owned firms in the United States employ more than 7 million people. Their continued success, and expansion, will create even more jobs and a stronger U.S. economy. The Department of Commerce’s Minority Business Development Agency (MBDA), the only federal agency solely dedicated to the growth of minority business enterprises, engaged IGS to develop and conduct social media strategies to broaden minority business online engagement. Oftentimes, social media is an afterthought with federal agencies, but MBDA was intentional about ensuring social media content targeted to small businesses.


The Solution

Driving awareness through engagement

IGS instituted a social media content calendar. Each day we posted three times on Facebook, Google+, and LinkedIn, and tweeted or retweeted three times on Twitter. We highlighted the success of minority businesses and owners, including a feature story about an MBDA ‘entrepreneur of the month.’ IGS also led social media marketing for MBDA’s participation in the Essence Festival in New Orleans where we created the branding theme, hashtags, and call to actions to increase followers.

IGS increased business-community awareness of MBDA through persistent and strategic social media outreach.
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increase in engagement

The Results

IGS increased business-community awareness of MBDA through persistent and strategic social media outreach. Our messaging drove daily, weekly, or monthly mentions or likes on social media, including tweets and retweets. Our work helped bring a 27% increase in engagement and 16% increase in followers by providing more entrepreneur success stories, and content on helping minority entrepreneurs and business owners succeed.

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