Social Media Marketing –
Highland Park High School Charity Drive
Today it seems
everywhere you look, companies are putting their marketing stamp out through
social media campaigns.
I work in aHighland Park High School, a community of over 2000 students. Each year in February the school community picks
an organization and works to raise funds. Known as Charity Drive, it now
has a bigger presence than ever on Social Media. It is not just the students who are putting
it out there, but the families, community businesses, teachers, and staff.
Walking through the high
school each day you see social media addresses on posters, painted on windows, hung
on classroom doors, even in the Principals office, highlighting ways to access
and support the drive on Social Media.
Students and staff get daily email updates, highlighting what is
happening that day and how to support the cause. Most often a link is included
for a Social Media site that has the latest news.
Walking out in town, you
will see signs on local businesses with the Charity Drive hash tag and Facebook
address, as they support Charity Drive too.
In such a large and
diverse high school, using different Social Media to engage different
parts of the community is a very good idea. Student groups, teachers, staff, all
can reach out in a way that “hits” their audience. A financial goal is set, and everyone hopes
to beat that goal, so they work hard to share the information, getting it to
the most people possible. Student groups have a Facebook page or Twitter
Account that details what is happening and when.
The school community works
hard to get the word out about Charity Drive. The campaign is likely to get
more donations and attendance at events, because they are reaching the school and the city. Parents,
grandparents, alums of the school, all are seeing the news and may see a way
in which they can support the cause.
If you think of the
question, “Who is the target audience?”, the answer is, and always has been,
everyone in the community. Charity Drive has been around for 25 years,
residents and businesses know about it, and it has a positive reputation,
helping those in need. Bringing it to Social Media has only increased the awareness
of the events and keeps people informed.
Could the school be more
effective? I am going to say that I
think they have done an amazing job in getting the word out. With as large a population as this school is,
there will always be those who are more involved and supportive than others, so
keeping their ideas open on how to attract certain parts of the community will always be important.
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