J. Michael BrowningSocial Media Campaign
Public Relations – M.A., Full Sail University
Summary
With over two million members, the American Legion has been one of the most powerful veterans organizations in the country since its founding. However, with many younger veterans returning from Iraq and Afghanistan feeling unsatisfied with their experience in the armed forces, there has been a drop in local membership numbers in recent years. As a result, the organization is now looking to recruit new members by implementing local advertising campaigns utilizing social media, modernizing its website, and advertising new, relevant events.
Goals of the Campaign
The goals of the campaign are to:
- Increase traffic to the membership registration page by 5% within the first 30 days of the campaign: The membership registration page is the first step in acquiring new members for your organization. Increasing traffic to this page by 5% within the first 30 days of the campaign will result in more membership sign-ups and, ultimately, a more extensive, more engaged membership base. Achieving this goal will require a well-executed marketing campaign that targets individuals likely to be interested in the American Legion
- Post at least twice a week on Facebook, Twitter, and Instagram for the first 90 days of the campaign: When engaging with an audience on social media, it is essential to be respectful and considerate of their opinions. It is also important to be clear and concise when communicating with them. Additionally, it is helpful to be responsive to comments and questions to create a positive experience.
- Increase newsletter sign-ups by 15% within the first 30 days of the campaign: A newsletter will allow potential and current members to stay up-to-date on the latest news and information from the American Legion. Additionally, newsletter registration can help connect the audience and the American Legion, providing exclusive content not available to a general audience.
Identifying Key Performance Indicators
Measurements of each campaign goal include:
Increase Community Engagement
- Number of social media interactions, including likes, comments, and shares.
- Number of social media followers per channel.
- Number of social media mentions.
Social Media Channel Posting
- Number of posts per day.
- Number of likes per post.
- Number of shares per post.
Newsletter Sign-Ups
- Total number of newsletter sign-ups
- Percentage of website visitors who sign up for the newsletter.
- Average number of newsletter sign-ups per day.
Identifying Tactics to Achieve Goals
Measurements of each campaign goal include:
Increase Community Engagement
- Increase post frequency beyond two posts per channel per week.
- Use relevant hashtags.
- Share engaging visuals.
Social Media Channel Posting
- Make it easy for current members to share your content by creating social media sharing buttons on the American Legion's website and blog, and include links to your social media profiles in email signatures.
- Create shareable content. Write blog posts that are informative and interesting, and include images and infographics to make content more visually appealing.
- Encourage current members to post about the American Legion. Provide social media guidelines and ideas for content, and offer incentives for members who post frequently or generate engagement.Number of social media interactions, including likes, comments, and shares.
Newsletter Sign-Ups
Include a sign-up form on the American Legions home page and blog.
Promote the newsletter on social media platforms.
Place a sign-up form in a conspicuous location at the American Legion.
Identifying Metrics to Determine Tactic Success
Increase Community Engagement
Track the change in members who are actively engaging.
Measure the level of satisfaction of members with the level of engagement and involvement with the American Legion.
Track the number of new member registration.
Social Media Channel Posting
Track the number of likes or reactions to posts.
Track the number of shares or reposts.
Track the number of comments.
Newsletter Sign-Ups
Number of newsletter sign-ups.
Number of new memberships.
Number of new subscribers.
Goal ROIs
Increase Community Engagement
In the context of community engagement, ROI can be thought of as the benefits or value derived from investing time and resources into community outreach and involvement. Increasing community engagement can have several positive outcomes for the American Legion, such as increased public awareness of the organization, improved relationships with key stakeholders, and new opportunities for partnerships and collaboration. Ultimately, the goal is to create a more engaged and supportive community by increasing membership by a minimum of five percent.
Social Media Channel Posting
An increase in social media posts can benefit the American Legion by helping to build brand awareness and reach more potential members to grow membership.
Newsletter Sign-Ups
By growing its newsletter list by 15%, the American Legion can increase website traffic and improve the quality and quantity of leads. Additionally, it can help to build relationships with potential members and increase brand awareness and visibility