Give Kids A Smile
Overview
What i did
To practice applying my skills in digital marketing, I created a marketing plan for the UNC Adams School of Dentistry’s annual Give Kids A Smile Day.
Research:
About Give Kids A Smile Day:
The UNC Give Kids A Smile Day (GKAS) is an annual event run by dental students. Students coordinate with the American Dental Association Foundation to provide no-cost dental care to underserved children. They make efforts to educate families and promote the importance of good oral hygiene to local residents in the counties surrounding UNC-Chapel Hill and the Adams School of Dentistry.
Historical Research:
The UNC Adams School of Dentistry has its highest engagement through email marketing, Instagram, and YouTube. Past events have had around 200 volunteers and between 100 – 200 participants.
Audience:
- Caregivers in underserved communities throughout Orange, Durham, Chatham, and surrounding counties.
- UNC-Chapel Hill student volunteers
- Local community volunteers
Goals:
- Increase awareness by 20% before the event through Instagram, Email marketing, YouTube, and local outreach.
- Improve engagement by 15% through live coverage via Facebook and Instagram stories and local news coverage.
- Increase community involvement by 10% during the event by exceeding the historical involvement.
Marketing Strategy:
Pre-Event Planning and Promotion:
- Create HIPAA compliant online registration form
- Email Marketing
- Campus E-News announcement, one month prior
- Past participants receive save-the-date two months prior to the event
- One month prior E-mail reminder
- One week prior second E-mail reminder
- Community Marketing
- Contact local news and organize press release
- Coordinate with campus communications for student radio, info-graphic promotion material, and signage
- Organize promotion through local schools
- Social Media Marketing
- Use #gkas2022, #gkas #UNCDentistry
- What is GKAS? Promotional video on YouTube, cross-posted to Facebook and Twitter six weeks prior
- TicTok promotional video release three weeks prior
- Instagram post with a link to the registration one month prior
- Facebook event organized six weeks prior
During the Event:
- Secure photo and video release from participants
- Day of reminder post on Instagram, Facebook, and Twitter
- Promotional photo backdrop
- Encourage social media posts, tagging, and hashtagging
- Live Facebook Stories
- Instagram Stories
- Photography and Videography for post-event engagement
Post-Event:
- Send thank you email to attendees with a link to a qualitative survey
- Send thank you email to volunteers with a qualitative survey
- Create success-story promotional material with a public thank you to participants, and an invitation to participate next year
- Upload video to YouTube, Facebook, and Twitter
- Instagram post with images from the event and success story
- TikTok thank you video
- E-News recap of the event
Data to Consider:
Quantitative Metrics:
- How many volunteers participated in the event? How does it compare to previous years?
- How many attendees participated in the event? How does it compare to previous years?
- Which registration links generated the most conversions?
- Which posts generated the most impressions?
- Compare earned media of the event generated via shares, hashtags, likes, etc. to previous years.
Qualitative Metrics:
- How did participants learn about GKAS?
- What areas were successful?
- How can we improve?
Key Performance Indicators:
- Increase awareness by 20% before the event.
- Compare impression data and conversions
- Improve engagement by 15% before, during, and after the event.
- Compare social media engagement via shares, tags, and posts
- Increase community involvement by 10% during the event
- Compare the number of volunteers and participants to past events