Hull Maritime
Yorkshire's Maritime City
"The support from Different Resonance has been invaluable. They felt like an extension of our team, understood the tone and purpose of the project, and made a big difference to our capacity and confidence."
Anna Marshall
Senior Marketing Executive, Hull Maritime
The challenge.
The Hull Maritime project is one of the largest heritage investments currently underway in the UK. With significant public interest and multiple high-stakes milestones to communicate, the team faced mounting pressure to deliver engaging, accessible content across channels.
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But with limited internal resource, content planning and social media were becoming a challenge. The in-house Senior Marketing Executive brought strong communications experience but needed hands-on support to manage content delivery at scale.
Different Resonance have joined the team to provide strategic and practical support, embedding ourselves in the day-to-day rhythm of the programme without disrupting existing comms workflows.
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We started by reviewing their tone of voice and existing content strategy, before stepping in to take ownership of weekly content creation and scheduling. We have translated complex project updates into platform-friendly, audience-first content, ensuring posts are timely, inclusive and consistent.
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This has included:
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Planning and scheduling content across Facebook, Instagram and Twitter.
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Writing and repurposing content to suit different formats and audiences.
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Tracking key milestones, including the Spurn Lightship move and Maritime Museum redevelopment.
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Collaborated directly with the in-house team to respond in real-time to events and updates.
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Provided monthly analytic reports to support wider comms goals.
Our approach.
"We focus on making the in-house team’s life easier without sacrificing quality. It is about bringing clarity, consistency and capacity. Our role is to help the story of Hull Maritime reach the people it was meant for."
Matt Johnson
Director, Different Resonance
The result.
By focusing on consistency, clarity and community relevance, to date, we have helped Hull Maritime dramatically improve performance across all major platforms without any paid promotion.
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Impressions have risen from an average of 90,000 to 250,000 per month since our involvement.
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The average number of visitors to the Facebook page each month has increased by 159%.
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Facebook followers have increased from 5,017 to 10,607.
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The number of Instagram accounts reached each month has approximately doubled.
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With a focus on quality, the average number of posts per month used to deliver results has only increased from 28 to 32.
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The average number of post engagements each month has increased by over 50%.​
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Maintained a strong average engagement rate month-on-month.
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Delivered a 15% increase in average monthly engagements within 6 months.
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The increase in average monthly engagements correlated with a 15% increase in followers.
Our role isn’t just about scheduling posts. It is about bringing reassurance and resources to a team delivering a once-in-a-generation project. By embedding within the comms workflow, we have helped Hull Maritime stay visible, accessible and engaging through a critical phase of delivery.
Wrapping up.
Let's work together.
We love hearing from brands that are after new ideas and looking to take their marketing to the next level. If you'd like to find out more about what we do, email us at hello@differentresonance.co.uk.