MILMARK Submission: COVID Champions

Content Marketing

Overview

The main focus of our campaign, COVID Champions, is to show our audiences that we can overcome COVID Challenges. The messaging aims to inform and give a sense of triumph during this difficult time. This campaign was successful in its goals of reaching increasing awareness (views) and increasing website traffic.


Video

All video messaging was posted to social media at optimal times (per respective algorithms) to reach the largest audience and increase website conversion.

Views: 2,100

Views: 500

Views: 2,500

Views: 2,000


Digital Media

Branded campaign creative was posted to social media, the 733rd webpage home banner, and digital facility screens. Click to expand the images.


Print Media

Large print banners (84w x 21h) were posted around the installation. The banners were set up with areas of high traffic, such as the entrance and exit roads of the main gate. Our bimonthly newsletter, The Buzz, was printed for facility use. A digital version of The Buzz was posted to our website to encourage COVID safety. View our current and past copies here.

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Contests

Our virtual contests kept younger children entertained while remaining socially distant.


Events

Social distant events were created to keep morale up. Below are some Facebook event samples.

Creativity & Innovation

Overcoming Challenges

The COVID Champion campaign provided a solution to social distancing restrictions. Our marketing team created web pages, social media videos, and YouTube playlists to continue to provide services, but on a virtual platform. Class schedules were posted to keep our community informed on upcoming content.

This section focuses on our creative and innovative solution of using scheduling and virtual platforms to provide services. For more information on content posted see our content marketing section.


Fitness Platform

During our Covid Champion Campaign, a webpage was created for virtual exercise videos. Schedules were posted to encourage participation. Please see the example page and schedule below.

Child Development Videos

A youtube playlist was created to organize and release weekly child development videos. A web page was created as well.


Challenges & Triumphs

We have diverse teams on our installation. Our teams differ in their use and understanding of technology. Our biggest hurdles were working with staff to provide consistent content for these platforms. Their daily operations do not typically include a virtual aspect, so we worked alongside them to encourage their work. Overall we have received amazing responses and interaction from our communities.

Mobile Marketing

Overview

The COVID Champions campaign was created to fit seemlessly throughout our various marketing channels. With responsive webpages and access on all major social medias, this campaign ensured we reached our goal of increased awareness (views) and increased website traffic. Please see content marketing for content examples, and visit digital platforms to see our creativity and innovation.

Digital Marketing Channels Used to Push Campaign Messaging:

  • Social Media: Facebook, Twitter, Instagram, Instagram TV
  • Youtube
  • Web Push Notifications for desktop & mobile
  • http://www.jble.af.mil (partnering team’s website)
  • Email Campaigns
  • Digital screens in facilities

Website Features For Optimization:

  • Responsive Webpages (fit to any device screen size)
  • SEO
  • Notification bar with facility updates (linking COVID information)
  • Homepage Scrolling Banner
  • Breadcrumb navigation
  • Social media links in the website header

Website Traffic Throughout Campaign

Small Budget

The COVID Champions campaign was created with a small budget. Below is a breakdown of the resources used in the creation of the campaign. To see the content created please visit content marketing. Visit creativity and innovation to see digital video platforms, and visit mobile marketing to see digital campaign tools.

  • Team Size (at the start and end of the campaign): 2 people, a Marketing Director and Marketing Assistant.
  • Canon DSLR Camera: $1,000
  • Lapel Microphone: $6
  • 1 Adobe Creative Cloud Subscription: $359
  • Green Screen: $5
  • Social Media Budget: Free (organic posting only)
  • 2 Banner Rolls: $53 (Amazon purchase)

About Us

Force Support Division, MWR provides an expansive number of outstanding support and leisure services for your morale and well-being.

More About Us

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