Advocacy Social Media Blitz Day

Category: Campaign/Series

Choose a Subcategory:
Coordinated Social Media

Target Audience:
Legislators
Date(s) Published:
April 24, 2017

Quantities Produced:
n/a

Objectives:
At the end of the 2017 legislative session the Minnesota Legislature’s proposed funding for the U of M was not sufficient to cover our core missions of education, research, and outreach. We needed a bold and loud way to show the legislature the amount of support we had from citizens across Minnesota. Our goal was to raise voices in support of the U of M and have citizens directly ask their lawmakers to support us. Since lawmakers spend more time on Twitter than any other social media platform, it became the obvious tool to use
Outcomes:
-On the social media blitz day we are over 1,000 uses of our campaign hashtag #Driven4MN
– We had 50% share of voice for the hashtag #mnleg
– There were a total of 800 clicks on our campaign webpage on that day
– Before the blitz day the Minnesota Legislature proposed $18.67 million in funding for the U of M, the final budget bill, which was passed after blitz day, had $54.62 million in funding.
– Using the event as a way to alert voters about funding levels, and giving them an immediate course of action. This builds affinity with the University for future endeavors.

Resources:
We did not have a budget for this project but used our internal team including a designer, developer, writer, and marketing strategists. This project took around 22 hours to complete.

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