Background
Family Restoration & Healing Center, Inc. is a 501(3)(c) non-profit organization that works to provide behavioral health, family & youth counseling and health and wellness support to the Prince Georges County, Maryland underserved community. Family Restoration & Healing Center has worked closely with local faith organizations, schools and partnered with other community organizations for over 10 years. In working to address the issues that affect so many minorities in the community, Family Restoration & Healing Center developed creative ways to increase awareness of the issues, the organization and the programs that are offered as solutions to the problems.
Problem
Family Restoration & Healing Center was planning the 2018 5k Walk/ Run and wanted to increase the number of participants and sponsors through an engaging digital strategy. With a very limited social media presence and a lack of engaging content, I took the lead to create a digital marketing strategy that promotes the 5k Run/ Walk, as well as the organization.
Results
In developing the digital strategy for the promotion of the Family Restoration & Healing Center 5k and of the organization itself, I developed content from previous events. I was able to use video and images from previous community events to engage our target audience (families, parents, youth ages 13-21) emotionally and educate them about the mission of the organization.
The following are the results and content from the digital strategy:
- increased social media engagement (Facebook) with video testimonials from the “Community Conversation” event series (click here for video)
- created a recap video highlighting the 5k Walk/ Run from the previous year and testimonial about the organization (click here for video)
- increased digital engagement through content marketing on social media (Facebook) through partnership marketing, strategic targeting, insight analytics and campaign management.
Quentin J. Cheeks 