While serving as the Digital Director at the Office of the City of Clerk (2019-2022), I managed all social media properties for its municipal ID program, CityKey (established April 2017).
GOAL: Grow following base across Facebook and Instagram.
GOAL: Grow following base across Facebook and Instagram.
The following count for its Facebook page was a little over 500 followers. My goal was to increase its audience base to 1,000 followers to the channel by the end of 2019.
CityKey did not have an Instagram page and I had to build it from the ground up.
Tactics employed:
Develop a content plan that will be engaging and resonate a new audience. We wanted to let Chicagoans know what CityKey was all about. Not many residents knew the benefits the CityKey had. It served as a Ventra card, a secondary form of identification, prescription Rx savings and also guaranteed savings with brands all across the city (CityKey partners).
The Impact: Facebook achieved a 377% growth in audience (415 new followers) and I was successful in meeting goal 1,000 followers. Instagram audience growth skyrocketed by 300% (303 new followers) by the end of 2019.
GOAL: Promote the “Unlock Chicago” model through visual content
We wanted to highlight the significance of the city’s premier municipal ID. CityKey was more than an ID card, you could use it to saving money on your prescriptions, use it as your transportation throughout the city and also receive discounts at cultural landmarks from prominent CityKey partners: discounts at Navy Pier attractions, discount for tickets at Goodman Theater or money off your order at Brown Sugar Bakery.
We launched the campaign mid-March 2019 and it concluded at the end of August 2019.
Objective: We launched 4 videos that captured CityKey’s essence. Partnering with a creative artist and poet, he narrated the impact of Chicago and the CityKey ID in each video. We wanted to capture new interest in getting the ID and reach a goal of 25,000 prints completed.
We wanted to push them on social organically and also allocated a paid strategy of $500 to help increase our reach to Chicagoans.
We targeted residents in specific neighborhoods such as North Lawndale, Pilsen, Rogers Park, South Shore. Each video received a $125 push.
Here are 3 of the 4 videos that we distributed on social:
https://www.facebook.com/reel/2141997972778381
https://www.facebook.com/share/v/1BRG7SsWhX/
https://www.facebook.com/share/v/14XRSy44X1F
The impact: By the end of the our campaign, we were able to exceed our print goal, printing 30,000 CityKeys by August 30, 2019. Our social media reach on Facebook had increased and we began to see increased engagement across our Instagram channel as a result, also.
Moore Digital 