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CASE STUDY

INFLUENCER EMAIL &
PAID SOCIAL CAMPAIGN

Awareness campaign

Significance

Email & social content
calendar development

Legislative,

non-ag audience

  • Maintain awareness of checkoff programs and initiatives throughout the legislative session to a non-agriculture audience

Challenge

  • Create consistent communication during 2017 General Assembly session

  • Educate and raise topic awareness on checkoff program areas

  • Identify target audience of legislators, legislative staff members, local economic development leaders and county commissioners

  • Develop email campaign focused on four checkoff areas 

  • Target paid social to non-ag audience through Facebook and Twitter

  • Utilize current videos, content and pieces and repackage them in legislative emails for continued use

Goal

Approach

  •  Combination of Facebook single-image, slideshow and canvas ads resulted in 1,374 impressions during session

  • Optimized email sends resulted in a 22% open rate, compared to 16% industry average

  • Word-of-mouth awareness of checkoff programs with staff members at Indiana Statehouse increased 

  • Email open rate of 22%, compared to 16% industry average 

  • Email click-thru rate (CTR) of 2.6%, compared to 2.3% industry average

  • Paid Facebook impressions totaled 1,374 during legislative session 

  • Paid Twitter impressions totaled 5,200 during legislative session

Results

  • Content calendar

  • Custom-designed emails

  • Facebook single-image message

  • Facebook slideshow ad

  • Facebook canvas ad

  • Twitter collage ad

  • Board member quotes

  • Statehouse support

Tactics