The American Red Cross of Central New York

Manni About Town

Promotional Campaign For March is Red Cross Month

Created by Patrice Robinson, Marketing Coordinator, Health & Safety

Supported by Elise Trent, Marketing Intern, Syracuse University

Campaign Premise

•Formulated as a way to promote March is Red Cross Month

•Interactive scavenger hunt where community members searched for Manni the “Mannikin About Town.”

•Manni traveled throughout Onondaga & Oswego Counties and clues were given to his location everyday.

•Donated prizes were awarded to a randomly drawn participant who spotted Manni.

•Ran for the entire month of March 2011

Campaign Goals

•Promote March is Red Cross Month•Strengthen social media presence & add new social media platforms

•Increase frequency of posts •Engage audiences & increase website traffic•Increase number of followers on Twitter/ “likes” on Facebook

•Disseminate important information regarding services/events•Implement measurement tools to monitor growth and responses•Bridge gap between virtual and physical with scavenger hunt•Integrate QR codes at Manni’s daily locations•Highlight existing business partnerships and create new opportunities

Sponsor Request Letter

Campaign Promotion• Introductory Video• Social Media Advertising• Press Release• Sponsor Promotion• YNN News Coverage• Radio interview on 93Q with Ted & Amy• 93Q Blog

Press Release

Prototype Flier Manni Carried at Each Location

•Each location had a custom flier announcing the donated prize.

•QR code directed people back to website where information about the contest was maintained

Manni Business Cards

Manni Clues

Social Media Platforms

Twitter Account: @RedCrossCNY

Facebook Page: American Red Cross of Central New York

Tumblr Account:http://ManniRedCross.tumblr.com

You Tube Videos:Meet Manni About Town

TwitterUnder utilized pre-existing acct.Increased followers to 160 Campaign messages:

Daily cluesLinks to video cluesAnnounce winnersDirect traffic to Facebook pageOther events being held by the chapter (i.e.

training classes, blood drives)Facts regarding available services/disaster

relief

FacebookMajor social media outletLikes up 630 from 300 Supported video and text

based clues for contestRSS Feed of TumblrPhotographs of winnersIntegrated campaign here versus new site

because of pre-established visitor base“I Spotted Manni Contest” tab where

participants could fill out an entry form each day using North Social customization platform

TumblrNew accountFirst person tone to add personality to “Manni”Directed traffic to Twitter/FacebookThank you to sponsors/ links to their sitesMore elaborate content than Facebook postsBlog exploration for audience Audience engagement/interaction (physical

presence of Manni)

Teaser VideoIntroductory VideoVideo CluesVideos of Manni About

TownWinner Announcement

Videos

You Tube & Video

Measurement ToolsTweet ReachKlout

Facebook Analytics