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Foundation for Oklahoma City Public Schools

Public Service Campaign Case Study

CLIENT SITUATION

The Foundation for Oklahoma City Public Schools (FOCKPS) enlisted Candor’s help to create a public service campaign to raise the district’s profile and enhance corporate giving. Key metrics included driving video views, engagements, impressions and reach.

Planning & execution

Candor presented a year-long public service campaign to leverage the most cost-effective platform, social media, and its best performing content, video, to raise awareness of the positive stories within the district.
Together with the client, Candor selected the tagline “Our Best Investment,” which demonstrates positive things already happening in the district and emphasizes that administrators are good stewards of taxpayer dollars. We conceived a series of “snackable” videos for social media and broadcast, blending footage of teachers, students and administrators with testimonials from respected advocates like community and business leaders.

RESULTS

Social media metrics were the primary method to gauge success of the “Our Best Investment” campaign. Despite a limited advertising budget, it produced dramatic results:
  • Total video views – 622,000+, 3.6% over goal of 600,000
  • Total engagements – 19,000+, 27% over goal of 15,000
  • Twitter impressions – 863,000+, 15% over goal of 750,000
  • Facebook reach – 377,000+, 26% over goal of 300,000
  • Earned media – Seven stories in prominent news outlets
In addition, Candor secured four billboard placements (double our original goal) and partnered with three local TV stations (triple our original goal) to play the public service announcements.
 The unified messaging across multiple platforms increased recognition of positive stories from OKCPS and branded The Foundation as the best way to get involved. Our campaign also helped The Foundation engage more corporate and philanthropic partners.