Need for awareness
The Dakotas Region of the American Red Cross had a great campaign but needed help spreading their message to the nearly 900,000 people they serve across North Dakota and Minnesota. The Ready Dakota Campaign aimed to give away 90 personal winter survival kits. After using TV promotions the past few years, they were looking for an engaging and more effective way to spread their message. The digital space was the perfect fit.
Building an integrated campaign
The goal was to expand their campaign participation footprint in North Dakota and Minnesota. By asking the right questions early on, Onsharp was able to develop a unique strategy that would integrate well with the small American Red Cross staff and big goal. With this goal in mind, Onsharp provided the following services:
- Digital Marketing Discovery- a peer review of several digital marketing touch points to provide context for campaign goals, strategies, and opportunities
- Social Media Campaign– an integrated, strategic digital marketing plan
- Web Development– a customized landing page to host contest entries and campaign literature about winter safety
- Facebook Contest– a campaign-specific entry form used to increase American Red Cross’ reach on Facebook
- Analytics Reporting– a focused look at analytics, with accompanying reports to show progress and growth
American Red Cross’ use of multiple services helped shape a well-rounded and successful strategy for the campaign. “The digital marketing discovery really shaped the entire strategy we used going forward. With the context of where we stacked up both regionally and nationally, we could make smart decisions moving forward,” said Regional Communications Officer at the American Red Cross, Brian Shawn.
The Onsharp team also had the opportunity to leverage the popularity of the national Red Cross brand and work to make it resonate on a regional level. By using an integrated approach and social listening, the American Red Cross crafted messaging to leverage new winter weather updates in the area on social media. This made posts more relevant to social media users and encouraged individuals to enter the timely giveaway.
By creating a strategic plan on how to leverage digital platforms, the American Red Cross received:
- 18,896 contest entries
- 396 Twitter followers
- 500+ Facebook likes
Putting analytics to use, they learned about which aspects of the campaign added the most success. Brian expressed the impact it will have moving forward saying, “It was really good to see numbers, black and white, how effective our campaign was.”
This information was welcomed by sponsors who appreciated seeing the reach of their time and investment in the campaign. “Now when we have sponsors considering signing on, we can share the impact our campaigns have had in the past,” shared Brian.
American Red Cross Dakotas Region
The Dakotas Region of the American Red Cross serves 1.7 million people covering all of North Dakota, South Dakota, and 10 counties in Western Minnesota. The people of the Dakotas Region are served by 650 active volunteers that work to prevent and alleviate human suffering in the face of emergencies.
- Digital Marketing Discovery
- Web Development
- Facebook Content
- Social Media Campaign
- Analytics Reporting