1. Digital Marketing MAC Award Submission
“See the Vision – Boys & Girls Club Online”
January 13, 2016
2. For the past 17 years, Boys & Girls Club of Greeneville & Greene County (BGCGGC)
has provided kids and teens with a safe place to spend their out-of-school time with
caring, adult mentors who lead programs targeted toward positive youth development.
Although the presence of the Boys & Girls Club has been felt throughout the
community, it was important to bring to attention to the positive, high quality programs
and services that the Club offers to the youth of the community.
To achieve this endeavor, the Club’s marketing plan was shifted to include a large
digital marketing presence enhanced by print and other marketing materials to raise
brand awareness and increase brand consistency and messaging. Due to the Club’s
upcoming Capital Campaign, there was a need for more exposure prior to the
campaign’s start.
Marketing initiatives for the Boys & Girls Club is developed in-house and executed by
the Executive Director and the Marketing & Grants Coordinator. This highly effective
marketing team has been exceedingly successful in promoting the Club’s
mission-driven programs, annual special events and youth sports through all avenues.
Because of its successful efforts, the Club was contracted by Boys & Girls Clubs in
Tennessee to maintain the Tennessee Alliance’s marketing strategies.
1
3. The overall goal for the Digital Marketing plan sought to raise brand awareness and
increase brand consistency and messaging to align with Boys & Girls Clubs of
America (BGCA) across all digital platforms.
The primary marketing objectives for this goal included:
Build awareness of the Boys & Girls Club brand by aligning messaging with
national brand standards and bring attention to the Club’s mission and impact in
the Greeneville and Greene County community
Raise visibility and awareness of the positive influence and the important roles the
Boys & Girls Club plays in the lives of the youth of the community
Increase social media engagement and social media fans among parents, donors,
volunteers and youth
Redesign new website with consistent branding and messaging
2
4. Two segments of a target audience were identified within the Digital Marketing plan.
The primary target audience included those within the community who directly benefit
from the Club’s programs and services – Club members, their parents or guardians
and potential Club members and their families. The secondary target audience
included those within the community with the means to help support the Club’s
programs and services, either monetarily, in-kind or through volunteer service like
businesses, organizations, volunteers, donors and local and regional government
leaders.
3
5. Objective 1: Improve awareness and bring attention to the Club’s mission and impact
Strategy: The BGCGGC took a stronger approach toward building brand awareness and
brand consistency and messaging. The first step was to examine national brand standards and
messaging. Online communications focused on the key advocacy periods listed in the Boys &
Girls Club Brand Calendar to help evoke particular consumer mindsets. Social media posts
were focused on the advocacy period’s theme, as well as the three pillars that BGCA promotes
– healthy lifestyles, academic success and good character and citizenship.
Almost all Facebook, Twitter and Instagram posts included #greatfutures, while most other
posts included #healthylifestyles, #academicsuccess and #goodcharacterandcitizenship
depending on the type of program or activity that was highlighted.
Pinterest showcased different programs offered to Club members, the Club’s youth sports
events and clinics, specialized programs including themed parties or end of summer
carnivals, STEM activities, awards, Kid of the Day and programs focused on healthy
lifestyles, academic success and good character and citizenship.
Social media posts highlighted the dynamic, mission-driven programs, activities and
opportunities that Club members engage in on a daily basis through pictures and text.
A new website was launched with the theme of Boys & Girls Club Pantone Process Blue
and a focus on messaging centered on the Club’s mission and impact in the community.
To drive traffic back to social media sites and website, links were listed on fliers, program
and special event recaps, press releases, donor materials, parent handbooks and special
event publications.
4
6. Objective 2: Raise visibility and awareness of the positive influence and the
important roles of the Club
Strategy: To raise awareness of the positive influence and the important roles the
Club plays in the lives of youth in the community, social media posts were focused on
the benefits that Club members receive each day they walk through our doors. It was
a focus to utilize personal stories and alarming figures to evoke emotion among the
online community.
Kid of the Day posts were used to show the recognition that the Club offers to
youth throughout the year. A Club member who has demonstrated excellent
character is selected to receive this honor. He or she then receives a name badge
along with food certificates from local sponsors. This is one of the more successful
tactics to show the Club’s positive influence to the community.
Social media accounts focused on highlighting mission-driven programs and
showcasing the benefits Club members receive through the After-School and
Summer Program.
Leveraged key dates such as Boys & Girls Club Week, Global Youth Service Day
and Unity Day to focus on personal stories, community impact through Club service
and the positive influence that staff play in Club member’s lives.
5
7. Objective 3: Increase social media engagement and social media fans
Strategy: Through the tactics listed in objective 1 and 2, it was the hope that through
more emotional and mission-driven posts that an increase in social media
engagement and fans would follow. Additionally, on all print materials (thank you
cards, Christmas cards, special event programs, flyers, etc.) the Club’s social media
sites and website links were displayed to drive traffic back to these sites.
Objective 4: Relaunch new website
Strategy: The original website was launched in 2004 and had become outdated and
incompatible with mobile and tablet viewing. To reach our audience and increase
consistency of our high-quality brand, the website underwent a complete
transformation with a greater focus on organization, conciseness, mission-focused
messaging and an overall theme of Boys & Girls Club Pantone Process Blue. The
relaunch allowed for audiences to understand the impact the Club has on the
community while also telling the story of our mission and day to day activities at the
Club.
A marketing meeting was held to discuss the vision for the future of the Club and
how to best translate that through the new website.
To stay consistent with Objective 1 and 2, similar tactics were put into place to
achieve Objective 4. Messaging was centered on the mission-driven programs and
activities the Club offers while pictures were focused on showing this message.
The two-fold focus helped to not only tell our online audience the positive influence
and impact the Club makes, but show them as well.
The old website lacked a professional tone and was inconsistent with the national
brand. The solution, create a more 21st
century tone consistent with BGCA’s colors
and messaging, eliminate the need for continuous scrolling by creating concise
pages with mission-focused messaging and replace the outdated photos of stock
kid pictures to photos containing images of our members participating in programs
that spark emotional reactions.
6
8. When assessing if our campaign was successful, quantitative and qualitative methods
were used.
Quantitatively we looked at the increase of our social media audience, which includes
Facebook, Twitter, Instagram and Pinterest, from December 31st, 2014 to December
31st, 2015. Using different analytic software, the total number of the Club’s social
media audience was totaled. An increase of almost 14% was observed in our social
media audience from last year. The redesign of the website included a total
transformation of the old website to include more consistency with the national BGCA
brand and more mission-driven messaging.
Qualitatively we observed some of the most impactful posts on our social media
accounts that focused on mission-driven messaging and storytelling qualities. In the
supporting documents, examples of this messaging is demonstrated. We also viewed
shares, retweets, likes and pins as an assessment of the success of our campaign.
When encompassing all social media accounts as a whole, the number of impressions
we made to not only our primary audience, but our secondary as well, was massive.
Through our evaluation methods, our digital marketing plan was a success. We
reached both audiences and increased our online presence and brand awareness
while relaunching our new website.
7
9. The following Supporting Documentation is included:
Photos of posts from Facebook
Photos of posts from Twitter
Photos of posts from Instagram
Photos of posts from Pinterest
Photos from website, www.ggcbgc.org
Flyers that contain links to social media sites and website link
Thank you card with website link on back
Christmas card with website link on back
Give the Gift of a Great Future year-end fundraising appeal donation page with
links to social media and website link
8
