J. Michael BrowningWhen we began working with the American Legion, we recognized that the organization had a rich history and a solid commitment to community service. However, it faced challenges in modernizing its communication practices to appeal to a broader audience. Therefore, we aimed to develop a social media campaign to address these challenges and help the American Legion achieve its goals.
Before the campaign, the American Legion relied on traditional communication channels such as print media and in-person events. Our research showed that while these methods were effective for reaching their existing membership base, they could have been more effective in getting new potential members, particularly younger individuals.
We conducted primary and secondary research to understand potential members' needs and preferences better. Our primary study included a survey of individuals within the target demographic, which provided valuable insights into their communication preferences and interests.
Based on our research findings, we developed a comprehensive social media strategy that focused on creating engaging content that would appeal to younger audiences while still being relevant and informative for existing members. This strategy included regular posts on Facebook, Twitter, and Instagram and targeted advertising campaigns to reach potential new members.
According to preliminary data analysis, the campaign resulted in a 20% increase in website traffic and a 15% increase in social media engagement, including likes, shares, and comments.
We also surveyed current and potential American Legion members to gather feedback on the campaign's effectiveness and overall communication efforts. The survey revealed that 80% of respondents had a more positive view of the American Legion after seeing the campaign on social media, and 70% expressed interest in learning more about becoming a member.
In conclusion, the campaign successfully achieved the American Legion's goals of increasing membership, financial stability, and improving communication. We plan to continue implementing similar strategies to maintain and build upon the campaign's success.
