Children’s Cancer Connection Social Media Strategy
Brooke Vaske, Tierney Sereika, Jessica Richter, Kailee Smith
Challenge 1.
Create as many Facebook “likes� as possible from December 15 - 31
2.
Attract families, donors, and volunteers to new website
3.
Create $25,000 in online gifts between December 15 - 31
Strategy Create personalized digital content that will enhance Children’s Cancer Connection’s online presence and increase engagement with their target audience.
Target Audience 1. Families 2. Donors 3. Volunteers
Messaging ●
Holidays ○
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Donations - where does the money go? ○ ○ ○ ○
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25 Days of Christmas Hospital-Based Program Support Services & Family Outings Camps & Retreats Survivorship Services
Stories ○ ○ ○
As personal as possible Patients, families, siblings, volunteers Direct quotes
Visual Guidelines
Visual Guidelines
Visual Guidelines
Video Campaign
Video Campaign â—?
â—?
We want children to tell their stories their way - talk about their experiences in a way that is encouraging, positive, and even fun. This is something that both children and parents alike need to see and hear.
Video Campaign
Blog ●
Curated content to connect ○ ○ ○
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Use information from ○ ○ ○
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Families Patients Volunteers Activities Retreats Events
Post a preview on Facebook with link to full story on website
Infographics ●
Visually appealing ○ ○ ○
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How are donations used? ○
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Post on Facebook & Instagram 53% more likes, 104% more comments, 84% more click-throughs (Kissmetrics) Canva.com “$XXX will support one child for a week at Sibling Camp”
End-of-year donation goal ○ ○
People are motivated by benchmarks “Children’s Cancer Connection is $25,000 away from meeting 2016 donation goal”
Infographics
Infographics
THANK YOU!