U.S. Export-Import Bank (EXIM): Social

Situation / Challenge

In the wake of Covid-19, U.S. businesses struggled with two key issues: [1] global supply chain bottlenecks, especially in advanced manufacturing and clean energy technology; and [2] finding opportunities to expand into global markets. EXIM wanted to make sure these American businesses — especially small businesses and manufacturers — knew about financing solutions that could help increase their export potential.

Approach

Sage developed and executed a social media strategy that would highlight EXIM’s initiatives to boost U.S. exports. Our target audience was business leaders who use LinkedIn, Twitter, Facebook, and Instagram, and our goal was to grow EXIM’s social media following among those leaders on these channels.

We prepared a graphics archive for use in a daily cadence of social posts. Our content centered on EXIM’s webinars and education sessions about financing options; new financing programs such as “Make More in America;” and appearances by EXIM’s Chairwoman at high-profile business delegation meetings in the U.S. and globally. Sage also developed an “EXIM 101” social media campaign to reintroduce the agency’s mission and capabilities, including two to three posts per week about EXIM’s history, its products, and success stories about U.S. businesses assisted by EXIM.

Results

During Sage’s eight-month engagement, EXIM’s social media channels experienced increased rates of engagement and post clicks: its LinkedIn followers increasing by 3,550; Twitter followers by 1,635; and Facebook followers by 765.