CASE STUDY
INFLUENCER EMAIL &
PAID SOCIAL CAMPAIGN
Awareness campaign
Significance
Email & social content
calendar development
Legislative,
non-ag audience
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Maintain awareness of checkoff programs and initiatives throughout the legislative session to a non-agriculture audience
Challenge
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Create consistent communication during 2017 General Assembly session
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Educate and raise topic awareness on checkoff program areas
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Identify target audience of legislators, legislative staff members, local economic development leaders and county commissioners
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Develop email campaign focused on four checkoff areas
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Target paid social to non-ag audience through Facebook and Twitter
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Utilize current videos, content and pieces and repackage them in legislative emails for continued use
Goal
Approach
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Combination of Facebook single-image, slideshow and canvas ads resulted in 1,374 impressions during session
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Optimized email sends resulted in a 22% open rate, compared to 16% industry average
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Word-of-mouth awareness of checkoff programs with staff members at Indiana Statehouse increased
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Email open rate of 22%, compared to 16% industry average
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Email click-thru rate (CTR) of 2.6%, compared to 2.3% industry average
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Paid Facebook impressions totaled 1,374 during legislative session
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Paid Twitter impressions totaled 5,200 during legislative session
Results
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Content calendar
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Custom-designed emails
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Facebook single-image message
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Facebook slideshow ad
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Facebook canvas ad
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Twitter collage ad
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Board member quotes
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Statehouse support
Tactics
