The Goal
In 2017, the United Cerebral Palsy of New York City (UCP) celebrated its 70th anniversary with a gala that also introduced a new brand: ADAPT Community Network.
The Strategy
The Bromley Group, a leading PR and marketing firm that produced UCP’s gala, hired me to develop a pre-gala social media campaign on Instagram and Facebook to promote the event and help transition UCP’s brand identity to ADAPT Community Network among its stakeholders.
The Results
The messaging campaign leading up to the gala was a huge success:
- Total engaged users grew by 77% in the first 12 days of March compared with February.
- Total Impressions grew by 45% in the first 12 days of March compared with February.
- Total Reach grew by 49% in the first 12 days of March compared with February.
Metrics for follow-up messaging conducted in March and April increased dramatically compared with the same period in the prior year:
- Reach for March 2017 quadrupled compared with March 2016.
- Impressions and Engaged Users tripled.
- Metrics for April 2017 were even stronger: Impressions and Engaged Users grew fivefold while total reach increased by seven times.
