Portage County Can (PCcan) is a partnership of community businesses, organizations, and individuals committed to promoting physical activity and healthy eating to all Portage County residents where they live, learn, work, and play.
Currently, they are a small organization, looking for opportunities to increase their presence in Portage County. They do have a Facebook page where they generate new posts related to physical activity and healthy eating about 2-3 times per week, but their average reach per post for the past month was only 33.
Last week, we sat down as a team and came up with a campaign that would increase our reach and engagement on Facebook as well as create authentic content for a walking map project for Portage County. This presentation explains the results of the campaign at day five. Please note this campaign is still live.
As noted in the presentation, return on investment (ROI) for creating authentic content for the Portage County walking map project was a wash at 0% ROI (thus far). But ROI for increasing reach and engagement was significant!
As part of PCcan’s growth plan, this campaign has revealed that they can rely on substantial ROI via strategic Facebook campaigns. This will lead into their goal to draw donations from large businesses that can better serve community programs focused on physical activity and healthy eating for Portage County residents. An equation for this goal may look like this: Average donation from large business ($5000) – Average grant amount given to community program ($500) / $500 = 900% ROI!