While somewhat known throughout Indiana, nonprofit Indiana Trails needed to raise awareness of the organization and its mission to meet its goals of building support and additional awareness throughout the state. For an organization focused on encouraging Hoosiers to get outdoors and use trails for hiking, biking, water travels and horseback riding, strong name awareness would prove essential for organizational success. To help them achieve their goal, Indiana Trails turned to Communications Redefined.
To reach target audiences throughout Indiana with limited funding, we developed a comprehensive social media campaign that would build on the number of followers and most importantly engagement with them. Our objective here was to raise awareness and move target audiences to action. In working towards this, we strategically leveraged the already existing awareness of Indiana Trails with high-quality and educational offerings as well as community relationships with other similar nonprofits. We also utilized a variety of images, text, quotes, videos and boosted posts to help us reach the goal. The initial phase of the campaign lasted for four months and far surpassed the success mark. With a 104% increase in followers more than doubling the 50% increase goal, the page grew a total of 1,341% over a four month period. More importantly, engagement grew steadily from 4 to nearly 6,000, exceeding the goal by 5 times!
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