EBRD-supported assignment / Una region / 2023
The river was the brief.
An EBRD-supported assignment connecting reputation, paid visibility, PR, review response, and a documented Una River cleanup.
What was actually done.
SO.. helped turn an EBRD-supported advisory assignment into practical reputation infrastructure: content planning, paid media, search visibility, LinkedIn, PR, review response, community storytelling, and a field activation on the Una River.
The underlying business is intentionally anonymized. The work is shown through the assignment frame, public outcomes, and river-cleanup evidence.
- Frame
- EBRD-supported assignment
- Context
- Tourism and hospitality business
- Place
- Una region, Bosnia and Herzegovina
- Period
- May-August 2023
- Role
- Strategy / reputation / content / paid media / PR
The shape of four months.
The assignment ran inside EBRD's advisory framework for small businesses. The client is not named here by choice. The work is shown through its record, and the record has a shape.
- May
- Reputation audit across Facebook, Google, and TripAdvisor. Response templates for public channels. LinkedIn profile built, first article drafted.
- June
- Season ramp. An influencer weekend, 16 to 18 June. Cleanup planning and coordination.
- 30 June to 2 July
- The cleanup. Ten participants, one weekend, one story worth placing.
- July and August
- Peak season. Paid campaigns run through the summer. Six portals carry the cleanup.
02 / Field action
Already below the waterline
The claim needed field proof.
From 30 June to 2 July 2023, ten divers from a Sarajevo diving club went into the Una at Ripač. The cleanup gave sustainability communication a concrete public action: documented, published, placed in PR, and connected back to the business’s reputation.
- Friday, 30 JuneArrival in Bihać. A communal dinner in the evening.
- Saturday, 08:00Breakfast, then transport to the cleanup location.
- Saturday, 10:00Ten divers enter the Una. The action runs along the banks and in the water.
- 13:00-14:00The action concludes. Collected material is documented.
- AfterwardsA floating lunch on the river, weather permitting. The story moves into PR, social content, and professional reputation.
The proof traveled because the machine was already running.
Six portals, a LinkedIn pipeline, tactical plans, and paid distribution were live before the divers entered the water. The cleanup did not create the audience. It met one.
- 01
Reputation audit and response system
Reviewed online reputation, community management, and guest feedback patterns. Built response logic and ready-to-use replies for public channels.
Review audit / community-management analysis / response templates - 02
Content and social operations
Built monthly tactical plans with dates, objectives, formats, copy direction, creative notes, and promotion logic.
May-August tactical plans / photo-video direction / social publishing - 03
Paid visibility
Ran coordinated Meta and Google activity to increase discoverability before and during the main tourism season.
202 Meta campaigns / 519,000 Google impressions / 42 display banners - 04
LinkedIn, PR, and public credibility
Created a professional presence and article pipeline around women in business, sustainability, community engagement, and the Una cleanup.
LinkedIn profile / 7 articles / 6 PR placements - 05
Field activation and partnership logic
Turned environmental responsibility into a documented cleanup action, then connected the wider reputation work to partnership opportunities.
Una River cleanup / partnership acquisition model
The machinery at working size.
The same system, described the way it ran. Every figure below is from the report's own counts.
- Tactical plans
- A dated blueprint per month and brand: objective, copy, asset, budget, promotion, creative note.
- Output
- 788 stories, about 90 posts, and 8 reels across three channels in four months.
- Response system
- Review audits across Facebook, Google, and TripAdvisor. Ready-to-use replies for public channels. A printed QR welcome inviting guests to the social profiles.
- A profile built from zero to 147 followers. Seven articles; the strongest performer was about women in business.
- Partnership
- The partner acquisition model closed one agreement: a mineral water producer with 120 years of tradition, on the client's premises by project close.
What the report recorded.
These are the public-facing indicators from the EBRD report. The numbers show reach, search visibility, professional presence, and PR movement without naming the underlying business.
- Meta campaigns
- 202
- Meta impressions
- 2,212,777
- campaign reach
- 414,498
- Google impressions
- 519,000
- Google clicks
- 3,670
- display banners
- 42
- website visits vs previous period
- +71.27%
- LinkedIn articles
- 7
- PR placements for the cleanup
- 6
Same report, actual size.
Reach numbers survive daylight better when the small ones surface with them. These figures sit in the same report, at their real size.
- Website visits, May to August2,173 / the base of the +71.27%
- LinkedIn, four months147 followers / 129 page views / 55 unique visitors
- Best-performing ad€15.00 spent / 42,321 engagements / €0.0004 per engagement
- Second campaign39,625 users / 55,181 impressions / 6,243 interactions
- Third campaign29,103 users / 34,123 impressions / 569 link clicks
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