Facebook Event Page
We would Like to Invite you to our Health & Wellbeing Day, a community inspired event! Come down and immerse yourself in all things health & wellness. Don't miss out on receiving FREE dental screenings in our dental van between 11am-2pm. Come and try a new activity and checkout what your community has to offer! FREE on the day activities include: Laughter Yoga - Zumba - IPAD Lessons - Health Talks - Tai Chi - Hip Hop Workshop - Kid's & Seniors activities - Mindfulness - PLUS loads more
Facebook Post Timeline
Reach New Audiences
Create
Conversations within the community
Boost attendance at the open day
Promote Link's first-rate services
Create engaging content promoting activities
Dental Van Promotional Video
One of the main concerns our client had regarding the Open Day, was encouraging people to take advantage of the free dental screening offered at the Dental Van. Due to the cost involved in offering this service, we wanted to make this a priority of our short term social media strategy. In our initial pitch to the client we delivered a mock-up of a promotional video that the client was pleased with, however raised a few questions such as music and copyright.
Although the client had a budget for the open day, we suggested using a small amount on paid social media marketing to increase the client's small following, rather than the production of the video. We thought this would be more effective in attracting attendees on the day, and strengthening the organisation’s following. To accompany our video we provided a walk through in how to apply a paid Facebook post, what demographics should be targeted, as well as headlines and descriptions that would cut through people's social media feed.
OPEN DAY
Our group was present at the open day to assist with key activities and operations throughout the day. We took care of the initial setup and overlooked the catering, lunch & pack-down. Engaging with attendees and ensuring that all Link partners were made to feel comfortable on the day was a key priority for our team. We were also responsible for briefing and securing the services of a photographer at a budget price, and arranging their travel to and from the event. Additionally, our client requested that members of our team partake in a number of the activities on offer throughout the day, in order to attract other attendees to try Link’s range of free and low cost classes being showcased. Members of our team took part in classes ranging from Hip Hop dancing and Zumba to gentle exercise, giving our team members a first hand understanding of the kind of quality community health services that Link provides.
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Long Term Engagement Strategy
​We proposed that Link share image focussed social media content going forward, allowing Link to attract up to 94% more views than through content shared without relevant images (Joyce, 2015).
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On October 4th we presented a two month social media post schedule that strategically aligned with the dates that their services were available, for example posting about the health benefits of Link’s world dance classes, along with an inspiring image and a link to find out more information a day or two prior to the class being held in order to give interested people enough time to schedule an appointment. Our research also showed us that 46% of marketers in 2016 identified photography as being critical to their marketing and storytelling strategies (Mawhinney, 2016), so we proposed that – where possible – the visual content to be shared within these posts come from the diverse selection of engaging original images captured by the photographer at the open day.
Another key focus of our long term social media strategy was for the client to dedicate time to growing their Instagram following. Through strategically following existing followers of similar organisations in Victoria, we suggested that at least 2 hours a weeks should be spent on this in order to quickly and effectively grow their own following in order to see increased engagement on their Instagram posts, which currently only get one or two likes on average.
Our long-term social media strategy aims to build meaningful and lasting relationships with the local and broader community. It aims to provide the Link Marketing department with future strategic direction, to change negative perceptions that the community currently hold about Link being a second rate public health service. The social media strategy we are proposing has a specific focus on the Link’s Facebook page, due to its ability to reach to new and existing customers, raise brand awareness and promote positive word of mouth (Queensland Government, 2014).
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With the great majority of Link’s existing clientele being senior citizens, Link highlighted its desire to reach and engage a younger and more diverse audience, and tasked our group with developing both short and long term online engagement strategies that would be appealing to a younger demographic, while continuing to appeal to their existing client base. While Link already had active Facebook, Instagram and Twitter pages, we saw a great opportunity for increasing their limited following (Facebook 266, Instagram 32, Twitter 197) and engagement across those platforms with strategic storytelling utilising engaging images and video content, along with links to their services on offer. As research informed us that only 10% of the information that people hear is actually retained three days later, while when the same information is paired with a relevant image, 65% of the information is retained (Mazereeuw, 2015).
Evaluation
In order to evaluate the success of the two month plan, we proposed that Hootsuite Social Media Analytics be studied and compared with their positions across the three social platforms at the start of the two month period. With our open day promotional video receiving more positive reactions on Facebook than their other recent posts, we felt confident that Link understood the importance of this strategic long term social media plan, with a key focus on increasing engagement through unique visual content and storytelling.
Open Day Evaluation
When we discussed the effectiveness of the open day with our client during our final client briefing, Link was genuinely encouraged by the impact the open day had for them and the local community, which our team played a key part in helping implement. Head of marketing Suzanne Williamson mentioned that the attendance was much greater than what they had expected, and all of the feedback they had since received had been resoundingly positive. She also said specifically about our team’s work “We were very impressed with team one’s work. We thought the topics for the social media schedule were good and well thought out, and everyone in the team was only too happy to help out at the actual event. We loved how the team was confident and outgoing with approachable and friendly personalities.”
While a true evaluation of the open day’s success won’t be measurable until a later date after attendance rates for Link’s services in the following months are analysed with respect to new sign ups, at this stage we feel confident that our team’s combined work on the open day campaign was effective in reaching its goals.
Open Day Social Media Evaluation
Our group had less than a week to produce the video in order to provide sufficient impressions leading up to the day. Given the timeframe, budget and limited video production skills that we had, our group managed to produce an engaging promotional video at an acceptable standard for the client. It included a strong call to action, appealing to the conscience of the one-third of Australians that avoid going to the dentist due to cost (Wynne, 2016). We implemented strong visual cues and a light hearted and playful tone to appeal to a younger clientele, thus meeting the client's overarching objective.