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10 Effective Nonprofit Social Media Marketing Campaigns.

Maila Kue's picture

Social media is playing a vital role in marketing for nonprofit organizations. Like any other business, nonprofits are taking advantage of the different benefits that social media provides such as raising awareness, fostering engagement, and expanding their network. Plus, it’s free for anyone to sign up and use, which allows nonprofit organizations to create more change with less money. 

In this blog series, I will talk about 10 nonprofit marketing campaigns that effectively used social media to inspire good. Take a look at how these organizations have changed the world using everything from Facebook to Twitter to Instagram and more.   

  1. UNICEF
  2. END7
  3. charity:water
  4. Oxfam America
  5. Sesame Street
  6. Operation Smile
  7. Epic Change
  8. TwitChange
  9. Department of Health
  10. Water is Life

If you have any social media marketing campaigns to add to this list, leave me a comment, and I will check it out.

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The Weekly Recap - November 3, 2014

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How to Develop a Strong Visual Brand on Social Media
Here are the top current graphic design trends you should know about. 

Mobile Search Market Too Big for Test-and-Learn
Consumers are increasingly conducting vertical searches in category-specific apps, not mobile search engines.

5 Winning Tips for a Successful Twitter Contest
Are you looking for a new, interactive way to engage your target audience?

15 Holiday Retail Stats That Every Marketer Needs to See
If you see family members tapping away at their smartphones or tablets during Thanksgiving dinner, they could easily be sneaking in their first holiday purchases.

7 Tips for Developing a Facebook Strategy for an Insurance Company
One of our most recent clients, Frankenmuth Insurance, posed us with a pretty big challenge: Taking a regional multi-line insurance company and developing a social media strategy that would encourage engagement.

Have a wonderful weekend.

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Can healthcare social media change a patient’s life? Absolutely.

Kaitlynn Knopp's picture

Imagine being diagnosed with a rare, unheard of and often misunderstood disease. The doctors aren’t sure how to cure you. Your family doesn’t know how to help you. Your friends don’t know what to say to you. You start to feel alone—like you’re suffering in silence, but then you find social media.

In the past five years, social media has truly taken off. It’s become a place to chat with family, stay in touch with friends and network with professionals. It’s become a place to find instantaneous information that’s both timely and relevant to you. But for people with severe illnesses, social media has become a place to find support—meeting, helping and interacting with people who share their struggles.

At the 6th Annual Social Media Summit in Minnesota, sponsored by the Mayo Clinic and Ragan Communications, patients took the stage to explain how social media has changed their lives, or more importantly, saved their lives.

One patient suffering from lipedema and lymphedema said that until she joined social media, she only knew of one other person with her condition. Upon joining, she was able to connect with patients from all over the world—sharing which doctors, facilities and treatments were helpful, which garments, pumps and compression wraps eased her pain, and which diet, supplements and exercises relieve symptoms.

A patient suffering from multiple myeloma agreed, saying a lot of people only have social media, and she was one of them. She had been diagnosed with a disease most people had never heard of, and the fact that her treatment wasn’t alleviating any pain made her skeptical. She wondered if her experience was normal, or if maybe she should see a new doctor. After one day seeing information on a social media channel she trusted, she was encouraged to get a second opinion. And she was glad she did. As it turns out, the first doctor had misdiagnosed her illness, and she’d been living with an entirely different one for years.

Reflecting back, she said, “Social media changed me from being someone who wouldn’t speak out at the doctor’s office to an empowered patient.”

And as an advertising agency responsible for maintaining, managing and monitoring several healthcare clients’ social media channels, what more could we ask for? To hear from real patients that the links, visuals and conversations on social media put patients on a path toward health and happiness is truly rewarding, and it makes all of the hard work and time spent cultivating social media channels well worth it. So to the patients: thank you for reminding us why we love what we do. And for giving us the determination to only do it better.

How has social media changed your life?

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7 Tips for Developing a Facebook Strategy for an Insurance Company.

Lauren Zuzelski's picture

Property and casualty insurance. Yawn.

Property and casualty insurance companies on Facebook. Double yawn.

One of our most recent clients, Frankenmuth Insurance, posed us with a pretty big challenge: Taking a regional multi-line insurance company and developing a social media strategy that would encourage engagement.

Now, many people would say that no one wants to engage with their insurance company, but after crafting an in-depth target analysis and social strategy, we’re happy to say that people certainly do. We found key ways to engage with their target audience… and they worked. 

Taking a strong visual approach and developing a quarterly content calendar, we re-launched Frankenmuth Insurance’s social channels, for what we consider an early stage of success. If you’re familiar with the industry, property and casualty companies don’t usually have a large following base, so we focused on engagement vs. growth for the initial stages. In the past four months, we have seen a 20% lift in average reach per post and an 8.3% lift in engagement. So, how did we do it, you ask?  

        1. Offer helpful consumer tips.

One of the most engaged visual series we developed are focused around offering simple, straightforward tips. For Frankenmuth Insurance, their Independent Agents really engage the most, as they can leverage the content and share with their policyholders.

 

        2. Emphasize the company’s vision and support for the community.

For Frankenmuth Insurance, their heritage and their community are a great portion of their culture. Facebook allowed an avenue to share some of the goodwill that excites and engages their employees.

         3. Stay up-to-date and provide information relevant to current events.

Property and casualty insurance providers know that when disaster strikes, that’s when they receive a call. Below is a post that went up following a huge flood in metro Detroit. The topic was timely and helpful.

         4. Encourage your fans to engage.

There is no easier way than to actually just ask a question to increase engagement. Especially a question that you know will cause conversation.

        5. Leverage trending topics and #hashtags.

If you are active on Facebook, you know what’s trending. Use it to your advantage. 

         6. Highlight partnerships and leverage them to increase page growth.

For Frankenmuth Insurance, page growth was not a specific goal outlined within the strategy… yet. But, we identified key partnerships that we could leverage to help cross-promote, which has resulted in fantastic fan growth.

        7. Be delicate when providing product information and trying to upsell.

We started with heavier product promotion, but noticed engagement rates were dropping. With that, we have to maintain a balance of product/company promotion. For us, success has happened when the timing is right and relevant. For example, in key warm weather states, we promoted water ski insurance during hot summer months.

Do you have another tip for developing a successful Facebook strategy for an insurance company? Let us know in the comments below.

 

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The weekly recap - October 27, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How Researching Competitors Can Improve Your Blog Content
Do you need ideas for blog topics?

The Ultimate Cheat Sheet for Creating Social Media Buttons
Social media is an extremely valuable tool for promoting all your awesome marketing content.

5 essential hashtag tracking tools
A hashtag (#) is a popular way of creating and monitoring a conversation on social media.

5 Creative Ways to Come Up With Blog Topics
A great way to start marketing your company is to start blogging.

Why Do Certain Ad Units Work So Well on Our Brains?
Psychology of the interstitial.

3 Ways to Leverage an Influential Customer [INFOGRAPHIC]
As a business, one of the most effective ways to gain traction and visibility is through a strategically planned marketing and/or public relations campaign.

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Brogan honored as Hero of Breast Cancer.

Ellyn Davidson's picture

Brogan & Partners was honored last night at the 20th Annual Heroes of Breast Cancer Award ceremony with a philanthropy award for dedicating resources and talent to benefit the breast cancer cause. It was a beautiful and inspiring event presented by the Barbara Ann Karmanos Cancer Institute. I had the honor of accepting the award on behalf of the agency. My acceptance speech sums up my thoughts and feelings.

Seven years ago, Brogan & Partners created a television spot for one of our healthcare clients. The spot told the story of a young woman who found a lump and was diagnosed with breast cancer. It was this spot that compelled me to do my own breast examination.

I found a lump that soon led to my breast cancer diagnosis. On the first night of that journey, my second phone call was to Marcie Brogan right after I called my own mother.  In the first year, the Brogan Team was consistently there for me. They allowed me work when I felt good and rest when I didn’t feel good. Working at Brogan kept me going through a tough year.  As I neared the end of my surgeries and chemo treatments, I signed up for my first Susan G. Komen 3-Day. Many coworkers joined me, Brogan paid for our team shirts and lots of others supported me with donations. From that first year until today, the Brogan team has continued to support me and so many other women on their breast cancer journeys.   

I am honored to accept this award on behalf of every employee at Brogan & Partners. From lighting the historic Peabody mansion in downtown Birmingham pink during October, to holding fundraisers at the office, to the beautiful writing and promotional materials for the Detroit Race for the Cure, to the sponsorship of the Karmanos Partners event, to attending fundraisers, donating their own money and cheering all the walkers on during the 3-Day, this team is amazing. They are not only my coworkers, they are my friends and my family and I am proud to work with each and every one of them every day.

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The weekly recap - October 20, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

9 Brands Absolutely Crushing it on Instagram
Wondering if Instagram is a place your company should have a presence?

4 Cool Mobile Ecommerce Ideas You Should Steal
Mobile commerce is growing at an unprecedented rate, but there are still plenty of people who can’t or won’t buy from their phones or tablets.

How to Research Your Competition on Facebook
Are your competitors getting massive reach and engagement on Facebook?

5 Creative Ways to Come Up With Blog Topics
A great way to start marketing your company is to start blogging.

8 Types of Rich Media to Share on Google+
Want new ways to benefit from Google+?

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The weekly recap - October 13, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How to Achieve Content Marketing Success: New Research
Are you trying to improve your content marketing?

How Small Business Can Leverage Selfies for Social Media Marketing
It’s nearly impossible to log in to a social media network and get through a single scroll without seeing the latest phenomenon.

7 Tips for Responding to Negative Comments on Social Media
As a small business owner or consultant, you're busy, and each day, more and more demands are made on your time.

How to Improve Your Facebook News Feed Visibility
Are you tired of your Facebook posts getting buried in the news feed?

Top Holiday Social Media Trends for 2014 [Infographic]
All right, so most of us haven't even picked out our Halloween costumes yet.

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Celebrating 30 years of creative advertising: #22 Detroit Convention Bureau.

Kaitlynn Knopp's picture

There’s more to Detroit than the Motor City and Motown. It’s a city filled with history and hope, full of promise, potential and great stuff to do.

At the turn of the millennium, the Detroit Convention Bureau wanted everyone to know what we knew. They wanted to remind people that Detroit was still a great place to live, be and visit. So, that’s exactly what we did.

Our copywriters went to work—compiling lists of reasons why people should visit Detroit. We brainstormed with our media and creative teams, attempting to find the best way to get the message across. We executed a few ideas internally. But ultimately, we ended where we began: with the initial list of reasons.

There were so many great reasons why people should visit Detroit, we thought the best way to point them out was to literally point them out, so we created a bulleted list of 15 reasons appearing as a print ad for all to see. And today, years after the campaign, about 15.9 million people visit Metro Detroit annually, which is just one of the reasons we’re so proud of it.

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The weekly recap - October 6, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Celebrating 30 years of creative advertising: #21 Michigan Economic Development Corporation.
In the early 2000s, the Michigan Economic Development Corporation (MEDC) set out to change the perception of Michigan as a single industry state.

5 Best Practices to Use in Your Holiday Marketing Campaign.
With e-commerce holiday sales set to increase 16.6% this year, up from $61 billion in 2013, marketers everywhere are trying to make the most of the holiday season.

How to Repurpose Blog Content for Social Media
Do you spend a lot of time writing blog posts and creating social media content?

Forget the Coupons: 5 Innovative Ways to Reward Customer Loyalty
Let’s take a look at how technology, cutting-edge customer feedback and just plain old attitude shape some of the most innovative approaches to customer loyalty around today.

How to Harness the Power of Influencers.
Influencer marketing has never had more buzz.

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Celebrating 30 years of creative advertising: #21 Michigan Economic Development Corporation.

Bonnie Folster's picture

In the early 2000s, the Michigan Economic Development Corporation (MEDC) set out to change the perception of Michigan as a single industry state. Michigan, home of the Motor City, was known for its automotive industry. And while the state will always take pride in manufacturing the Big Three, Michigan’s strong reputation for the auto industry overshadowed its investment and successes in life sciences, information technology and advances manufacturing. To put it in perspective, Michigan started 92 new life sciences companies, which created over 450 new jobs and contributed to more than $34 million in private investments in the state – all in just 4 years.

MEDC asked Brogan to help brand the state as a place that nurtures business growth in life sciences. So as experts in the creative industry, we manufactured a multimedia campaign that aimed at businessmen who were looking to start or expand their businesses. Our ads featured successful CEOs of different life sciences companies who chose to locate their business in Michigan for multiple reasons – the professional pool of talent, the business friendly environment, the quality of life, etc.

The campaign ran for more than 3 years, which resulted in a 92% increase in awareness from life sciences companies and 88% increase awareness among advanced manufacturing businesses. In 2003, Michigan ranked as one of the top 10 best states for entrepreneurs… and not just those in the auto industry.

Why do you love to work in Michigan? To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - September 29, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

“Share a Coke” campaign gives the brand its best summer in a decade.
Share a coke campaign uses social media and an innovative strategy to lift sales.

4 Native Ads the Media’s Talking About
According to a recent eMarketer report, spending on native ads on social sites alone is expected to increase from $3.1 billion to $5 billion by 2017.

Dunkin' Donuts Wants to Take Loyalty Up a Notch With Mobile and Social
Twitter push for football season.

How to Capture More Email Leads With Social Media Contests
Do you want to capture more email leads?

5 Facebook Strategies to Prepare Your Business for the Holidays
It’s October and my company already has a couple months of planning for the holiday season under our belt.

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