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.
All video messaging was posted to social media at optimal times (per respective algorithms) to reach the largest audience and increase website conversion.
Branded campaign creative was posted to social media, the 733rd webpage home banner, and digital facility screens. Click to expand the images.
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.
Please wait while flipbook is loading. For more related info, FAQs and issues please refer to DearFlip WordPress Flipbook Plugin Help documentation.
Our virtual contests kept younger children entertained while remaining socially distant.
Social distant events were created to keep morale up. Below are some Facebook event samples.
Creativity & Innovation
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.
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.
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
- 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)
- Notification bar with facility updates (linking COVID information)
- Homepage Scrolling Banner
- Breadcrumb navigation
- Social media links in the website header
Website Traffic Throughout Campaign
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)
Force Support Division, MWR provides an expansive number of outstanding support and leisure services for your morale and well-being.
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.