Featured Work

The Salvation Army

Background

The Salvation Army of Greater Cincinnati & Northern Kentucky asked us to develop and execute a public relations and content marketing plan for their 2016 Red Kettle Campaign.  We worked in partnership with Reveal Concepts, the local agency doing their events, sponsorship and paid media.

Client Objectives

  • Increase awareness of The Salvation Army and the work they do in our community
  • Inspire people to support their organization financially and/or as a volunteer
  • Increase donations to the Red Kettle Campaign

What We Did

  • Developed a content plan and wrote copy for the Cincinnati/Northern Kentucky website pages
  • The content was organized to highlight the overall programs and services provided by The Salvation Army and the programs that are unique to each community Center. View Page
  • Researched and developed a school lists for the volunteer coordinator. The lists included school contacts in each of the areas with a Salvation Army community center
  • We designed, wrote copy and sent localized emails for each community center to engage the schools and solicit student volunteer groups
  • Developed press materials with content specific to each community center
  • Created and executed a media relations plan
  • Produced and executed a social media content plan for the campaign

As a Result…

  • The Red Kettle Campaign received unprecedented local media coverage for the campaign that included print, digital, TV & radio
  • Facebook content helped to increase fan base by 6.2%, Impressions by 786.6% and Engagement by 822.6% with an average post engagement of 11.7%
  • A new approach to Twitter content helped to increase engagement by 8%, impressions by 67.3% and mentions by 71%
  • The email campaign to schools resulted in area student volunteers who received community service hours

Next Steps

The partnership with The Salvation Army and the Reveal Concepts team proved to be successful and we are currently working on a one-year marketing strategy for 2017.

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