Nology Media presents a Case Study demonstrating the results achievable when social media and traditional public relations are blended in a properly designed and executed campaign.
Our objective was to create a campaign leveraging the viral nature of Twitter to garner support for The Moyer Foundation in order to win a USA Today contest for the nonprofit gaining the most Twitter mentions within a specified three-day time frame. Nology Media client The Moyer Foundation is a nonprofit organization founded by Major League Baseball’s Jamie Moyer and his wife, Karen. The foundation supports programs directly serving the critical needs of children in severe distress.
USA Today would award a full-page, full-color ad in the paper to the winning nonprofit organization. The three-day contest ran from 12:01am (ET), April 13, 2010 to 11:59pm (ET), April 16, 2010. Given USA Today’s print circulation and readership demographics, free ad space in the paper would provide considerable visibility to the organization representing a vital audience and potential resource to the nonprofit. Winning the ad would prove a valuable opportunity for increased awareness and monetary support.
Nology developed an holistic approach to the challenge, integrating social media tactics with traditional public relations to maximize the effectiveness of our campaign. Targeted messages to influential Twitter users proved a powerful aspect of our strategy. In addition, Nology Media and the Moyer Foundation leveraged the power of Facebook and traditional press releases to announce Nology Media’s partnership with The Moyer Foundation and appeal for public support for the contest. Jamie Moyer also made radio appearances appealing to supporters to tweet on behalf of The Moyer Foundation.
Results achieved for The Moyer Foundation include:
- Increased Twitter base by 6% in three days, resulting in a total of 3,174 followers.
- Moyer Foundation message tweeted 154 times through the contest and obtained 349 retweets by followers
- Followers tweeted 932 times, averaging 1 tweet for every three 3 existing followers, compared to 1 tweet per 11 followers from the top two competing non-profits
- 16th place in the overall contest out of a field of 500 nonprofit organizations
- Over 3 times the support from follower base than other competing non profit organizations
To learn more about Nology Media’s social media strategy for businesses and non-profits, Connect with us today for a full version of the Case Study.
