Portage County Can is currently in the baby stages of developing a solid marketing and social media strategy. Last year at this time, the organization was on the verge of dissolving. There was general confusion about the ongoing vision and usefulness of the non-profit, and very little going on in terms of new projects.
272 total Facebook Likes
0% page engagement
0 weekly total reach
One year later, we have a team of undergraduate students working on web development for PC CAN and our partner organizations, a social media position, a few new grants and plenty of events and projects in the works.
324 total Facebook Likes
559 weekly total reach
In January of this year, I started collaborating with a UWSP undergraduate student as her independent study supervisor. In the past 6 months, we have been slowing trying out new engagement ideas, strategy options and increasing the amount of posts and engagement that we have.
Now is the perfect time to develop a social media plan and track ROI.
-Undergraduate and graduate student hours in posting, managing and developing strategy
-Less than $50 a year
Goal: Reach more community members with health and wellness messaging and support the events and promotions for partner organizations (Breastfeeding Coalition of Portage County, Fruit and Veggie WORKS, Central Wisconsin Worksite Wellness, Turkey Trot, Activity Workgroup). Increase attendance and engagement with programs and events. The goal of PC CAN is ultimately to empower the nonprofits that are connected to our mission.
A Soft ROI Targets:
Increase engagement of our community members with our social media platforms though:
-Increase in social media mentions
-increase in social media likes
-Word of Mouth advertising
-Articles in the paper
Hard ROI Targets:
-Increase attendance at events (Turkey Trot, Coalition Meetings)
-Increase in organizations that partner with PC CAN
-generate revenue through Turkey Trot and Breastfeeding Awareness Month
Search Engine Marketing:
Currently we are using Google analytics for our website and Facebook Insights for Facebook. I registered PC CAN for HootSuite. They offer a free service that provides basic insights including 3 social profiles, basic analysis, content scheduling and app integration. For a small non-profit, I think the free version will be just fine.
The benefits of SEM for an organization like PCCAN are the ability to reach potential audience members where they are at. This increases our ability as an organization to actively listen to what our audience is saying, and respond promptly. Eventually, we would love for community members, and organizations, to seek us out as an expert in the field for collaboration.