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 increased awareness (views) and increasing website traffic.

 Insights & Strategies

To reach our goal of increased awareness and increased website traffic, we included website urls in every post and schedule the content at optimal times on social media. We determined these optimal times by reviewing our social media engagement data. We found that we received a larger response in the afternoon and weekends.

 Business Challenges & Campaign Objectives 

Our main challenge was finding a way to maintain engagement while presenting COVID information. Monotone COVID ads wouldn’t receive high engagement or click-through rates. Our solution to this was to create layered content, woven with COVID messaging throughout it.

Brand Building

The messaging of COVID Champions communicated that 733 Force Support was taking every measure possible to provide programs and services safely. The campaign itself is built around strengthening our public image, and providing resources to demonstrate safety measures taken.

Results 

We received the following data throughout the campaign.

Website Users via Google Analytics:

4,576 returning users
20,521 new users
(A user is defined as someone who visits the website with at least 1 session)

Referrals to Our Website From Facebook:


Video

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

Social Media Views: 2,100

Social Media Views: 500

Social Media Views: 2,500

Social Media Views: 2,000

Social Media Reach: 535

Social Media Reach: 1,054


Digital Media

Branded campaign creative was posted to social media, the 733 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. Click to expand the images.

Please wait while flipbook is loading. For more related info, FAQs and issues please refer to DearFlip WordPress Flipbook Plugin Help documentation.


Contests

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

Pictures of Our Winners


Events

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

Pictures of Our Community Enjoying These Events:

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.

 Insights & Strategies

To reach our goal of increased awareness and increased website traffic, we tailored all materials to be responsive. For the campaign creative released on social, we ensured all imagery was scaled to fit. All landing pages on our website were created with a responsive framework to display on all devices.

 Business Challenges & Campaign Objectives 

Our main challenge was creating content formatted to fit all social media channels, and webpages. We used specs provided by WordPress and each social media when creating content.

Brand Building

Creating content that can be experience on all devices communicates our brand’s up-to-date technology and expertise in communication.

Results 

We received the following data throughout the campaign.

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

Mobile 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.

 Insights & Strategies

To reach our goal of increased awareness and increased website traffic, we used data to get optimal organic reach on social media. This includes reading trends and following insights provided by social media networks.

 Business Challenges & Campaign Objectives 

Our main challenge was creating content on a budget. We did research on the best practices for producing content on a budget.

Brand Building

The saying on the installation is “too easy!” We incorporated this into our mindset. Instead of seeing our budget as a road block we saw it as an opportunity to work things out creatively. Our brand communicated its adaptability by meeting the needs of our community.

Results 

We received great responses! Please read through this webpage to see the content created.

  • 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

Have your say!
Please share your comments with us

The appearance of hyperlinks does not constitute endorsement by the Federal Government or the information, products, or services contained therein. For other than authorized activities such as military exchanges and morale, welfare, and recreation sites, the Federal Government does not exercise any editorial control over the information you may find at these locations. Such links are provided consistent with the stated purpose of this DoD web site.

%d bloggers like this: