Each September, the organization where I work hosts a celebration of Constitution Day. The goal is to increase civic engagement awareness in college students across the state of Florida. Last month we tried something new. We went on the local college campus and filmed a video for promotion of our Constitution Day events. The results were astounding and very encouraging.
In the past, we’ve hosted one event with roughly 75 attendees. This year, we hosted four events, so naturally attendance was expected to be a little higher. However, this year we increased our event attendance by 233%, with 10% of one college’s population turning out at the event. Our video promotion was part of that success.
To give you an idea of the ripple effect this marketing tool provided, here are some little tidbits:
- Our Facebook page likes increased by 2% over 13 days. The average growth rate of a Facebook page is about 0.64% per week.
- During our video campaign, our Facebook organic reach increased from an average of about 500 views a day to about 4,000 views a day, setting our record engagement and organic reach for the year.
- Reached 70,148 individuals.
- A high school teacher saw the video on Facebook and made our Constitution Day event an extra credit opportunity for his students.
- Commenters on social media asked us to host a Constitution Day event on their campuses next year, and asked for a live-streaming or recording of the events.
- Always upload a video directly into a Facebook post. You can, of course, add your video on YouTube and Vimeo for online audiences to find, but just simply loading a YouTube link to share on Facebook won’t cut it. Facebook’s algorithm is such that it’s favoring direct video uploads and pushing that out to your audiences. A video we shared back in February reached 3,000 individuals with only a YouTube link Facebook upload compared to this campaign’s Facebook direct upload reaching more than 70,000. And definitely use the ad targeting feature so you can tell those advertising dollars where to go!
- If you’re on a tight budget, a little bit of paid promotion on Facebook goes a lot farther than other advertising methods. Over 13 days, we spent $200 for paid promotion of our video post. A little more than 11,000 of our views were organic (or not paid views from our advertising dollars). If I were to spend that same amount on a promoted tweet, I’d only receive about 160 views. Therefore, we passed up putting our limited budget toward any Twitter campaigns and instead spent our budget all on Facebook promotions.
- Do a little research and tap into your Twitter audience. Something I’ve been doing lately for our past couple of smaller campaigns has been to research the target audiences of our event or publication and then find active organizations or individuals on Twitter fitting that profile. For this Constitution Day event campaign, I looked for organizations on campus and news outlets/events in the area with active Twitter accounts who would be interested our event. For the most part, these organizations would either retweet or share our tweet with their audiences, connecting us to individuals who then attended our event and interacted with our brand.
I filmed and edited this video while Digital Strategist at The James Madison Institute. I worked on the communications team in creating the script and designing the project to advertise The James Madison Institute’s Constitution Day events on Florida college campuses. View the video here: https://www.youtube.com/watch?v=03He5u9jHHc.
Additionally, I made the social media campaign and flyers to promote the Constitution Day events. The video received more than 69,000 impressions in one week.
While working at The James Madison Institute, I designed this flyer for an informal discussion on the limitations entrepreneurs face and how those barriers can be eradicated.
The floridaverve.org blog is a Florida cultural and heritage blog site as part of The James Madison Institute. As the Digital Strategist for JMI, I designed these business card-sized publicity materials to easily share what “The Verve” is with others who are interested in either contributing or reading its contents. The back and front of the card can be viewed here.
While working as the Digital Strategist for The James Madison Institute, I designed and edited copy for this published six-page document that wrapped up the 2015 Florida legislative session and shared how session fit with JMI’s legislative priorities and how JMI effected change. The full publication can be viewed here.