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.
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