Leverage a Rebrand to Reignite a Largely Disengaged Social-Media Following
Client:
Regional One Health Foundation
Regional One Health Foundation (formerly The MED Foundation) is a non-profit organization that provides philanthropic support to Regional One Health (formerly The MED). The Foundation raises funds to support special, non-operational projects at Regional Medical Center and throughout the entire Regional One Health system of healthcare services, including purchasing state-of-the-art technology and providing advanced medical training.
T H E C H A L L E N G E
Regional One Health Foundation sought a partnership with RedRover to gain exposure and build excitement among donors and sponsors around an upcoming rebrand. RedRover saw an opportunity to do so by reigniting the brand’s social-media following, which had gone largely quiet.
T H E D R E A M
We facilitated a strategy-building workshop with the Regional One Health Foundation team, and what surfaced was the opportunity to develop a social-media communications strategy to increase awareness of the organization’s mission, elevate the system’s public reputation and drive new donations. A more specific objective within the overarching goal was to generate buzz and excitement among donors and stakeholders around the announcement of the organization’s transformation from The MED Foundation into Regional One Health Foundation.
T H E S T R A T E G Y
Social Media
The strategy was to reach a largely untapped market of qualified potential donors through highly targeted social-media advertising campaigns. We would do this by growing the Foundation’s social-media community on Facebook and Twitter through increased post frequency, optimized post language, increased use of visual media and strategic post boosting.
Rebrand
On a dual path, we would generate excitement around the announcement of the system and foundation’s new identity by implementing a social-media teaser campaign.
Lapsed Donor Engagement
And lastly, we would renew interest of lapsed donors and create interest within new donor groups through positive, future-focused messaging that elevated the reputation of the healthcare system.
T H E R E S U L T S
While donations of size aren’t usually made with lapsed donors through digital campaigns alone, boosting engagement among lapsed donors warms them up for development team outreach and drives stronger outcomes.
After eight months of strategic social-media activity, Regional One Health Foundation’s social-media following had increased over 97 percent. In just the first six months, engagement and impressions improved significantly across both Facebook and Twitter. Interactions with posts increased 74 percent. The rate of follower engagement increased 59 percent, and the overall brand impressions generated through social activity increased 435 percent.
