The purpose of this campaign was to give thanks and show appreciation to the volunteers that truly help power Komen Austin. Volunteers are integral to the organization’s well being at every level and aspect. Volunteers contribute to the Komen Austin Race for the Cure®, special events, office assistance, fundraising, education, public relations, public policy, community outreach, finance and much more. In order to stress this, Paige executed a fully integrated marketing campaign consisting of an online campaign and traveling tour over the course of a week, April 6-14, 2014.
As a result of the campaign, Komen Austin’s Facebook organic reach increased 8 percent. Also, the original hashtag #PowerthePromise was accepted and used all throughout the entire campaign by other Komen Affiliates, and produced the most popular link in the organization’s history of using Twitter. The original creative content is still in use today.
The online campaign featured a total of seven blog post, three YouTube videos, daily tweets (facts about volunteering, live tweets from traveling tour and tweets with links to the blog) Facebook posts (promoting the week, pictures from the traveling tour, links to the blog) and Linked In updates for corporate sponsors. The tour consisted of seven stops at companies and organizations around Austin;the stops were strategically selected based on the company/organization’s social media use/activity, donation of time to Komen Austin and lack of prior recognition.
“This tour really puts a face to the organization we are volunteering for. I am so excited to see all of the cool initiatives you all have planned for the revamped volunteer program,” said a volunteer from Intel.
“We’re so happy to be apart of this. It feels great just being recognized,” said more Thermo Fisher staff.
Paige G. Harris 