From hidden gem to online destination: how we helped Bishopsgate Institute grow awareness through social
The backstory
Bishopsgate Institute is a cultural, learning and heritage venue in the heart of London, home to a rich programme of courses, events and one of the country's most distinctive independent archives.
Post-Covid, the picture had shifted. Footfall had dropped from its pre-pandemic highs, and in 2023 the Institute lost all of its dedicated marketing and programming staff, with the wider programme reducing significantly at the same time.
That made social media do more than it usually would: with fewer events and classes to point people towards, the channels effectively stood in for the programme itself, becoming the main way to keep audiences engaged with the Institute and reminded of what it stands for. There were two goals for social:
The primary role was to raise awareness of the Institute and reach wider audiences, giving people a genuine sense of what it feels like to walk through the doors: a hidden gem, a safe space, a home for curiosity and learning.
The secondary role was to build trust with those audiences, so that initial interest turned into signed-up learners, returning visitors and long-term advocates of the Institute.
How it went down
The starting point
We began with a light-touch strategy and hands-on social media management, deliberately shaped around the Institute's reduced staff capacity. The focus was on turning Instagram into a digital archive of the Institute itself, a channel that would replicate online what the building does in person: surprise people, invite them in, and make them curious to see more. Crucially, the model was designed so the Institute's team didn't need to feed us a constant stream of requests, briefs or admin.
The strategy refresh
In September 2025, with a clearer picture of what was resonating, we developed a full platform-specific strategy for Instagram, LinkedIn and Bluesky.
A set of objectives spanning awareness, engagement, event sign-ups and advocacy, so every post had a clear job to do.
Detailed audience segmentation across five target personas, from city workers on a lunch break to lifelong archive enthusiasts.
Guidance on tone, taglines and visual style, keeping the Institute's personality consistent across every channel.
A community management plan, both reactive and proactive, to turn followers into advocates.
Organic content delivery
Alongside the strategy, we've embedded the day-to-day work of making it feel real. Every post should feel purposeful, human, and recognisably Bishopsgate Institute. This included:
Collaborative quarterly content days at the Institute, tied to archive announcements and seasonal moments.
Hands-on content creation and copywriting that reflect the Institute's warmth and curiosity.
Storytelling that lifts the lid on life at the Institute, sharing BTS moments, unlikely facts and everyday details that reveal it as a hidden gem.
Responsive content, adapting to trending moments, awareness days and Institute milestones so the channels stay timely and relevant.
The results
Social is now a trusted driver of awareness and audience growth for the Institute, with consistent month-on-month gains and a fast-growing community.
Over the reporting period (Nov 2024 to Jun 2026, compared to the previous period)…
1.5M impressions, up 534%
37k engagements, up 298%
11.4k post link clicks, up 1,935%
+10.2k new followers, net audience growth up 841%
68k video views, up 358%
LinkedIn engagement rate of 22%
Publishing output more than tripled
What worked best?
Storytelling that treated the building itself as a character: its quirks, its history, its unexpected corners
Turning the archive into shareable, scroll-stopping content
Short-form video that gave people a feel for the space before they'd ever visited
Smart use of paid to warm up new audiences, then convert them into event sign-ups
A consistent, human tone that matched the in-person experience of the Institute
Here’s what they said
“What I most enjoy about working with the Social for Good team is how responsive they are to ever-changing priorities and pressures. Their initial strategy recommendation responded exactly to our suddenly diminished staff capacity, they weren't trying to upsell us anything.
Both the organic and paid specialists are approachable and up for trying new things, always backed up with the expertise and experience of the medium and different platforms that they bring."
Ready to take control of your social media?
Other projects
-
Ecover
Social media strategy
How we co-created a bespoke social media strategy to power a community movement around an eco brand
-
method
Social media management
Growing & nurturing the online community for a sustainable cleaning brand
-
Affinity Trust
Social media strategy & management
From storytelling to strategy: how we helped Affinity Trust to grow awareness & recruitment with social