Public Relations Student Society of America (PRSSA) membership across the United States, Argentina, Colombia, Peru and Puerto Rico had been steadily declining for years. The organization turned to Candor to develop and execute a content marketing campaign to increase membership among Chapters.
Planning & execution
In addition to the primary goal of increasing membership, secondary goals included tripling social media impressions received from Aug. 1 to Sept. 30, 2019 and receiving at least 2,500 outbound clicks to the new member sign-up form.
Candor defined the target audience as potential new members who:
1) Attended universities with existing PRSSA Chapters
2) Were interested in such fields as marketing, communications, public relations, political science, etc.
Candor created a two-pronged strategy:
1) Develop two social media-based membership contests to incentivize current Chapter members and advisors to become brand ambassadors for the organization and drive sign-ups. Chapters signed up as many new members as possible through the Membership Contest, and three winners received a cash prize, a hotel room at the PRSSA International Conference and more. Individual members leveraged their social media reach and recruited new members through the Influencer Contest; the creators of the top three social media campaigns also received cash prizes and a hotel room at the International Conference. The contests would drive membership sign-ups and amplify the reach of efforts through organic content posted on PRSSA’s Facebook, Instagram, Twitter and LinkedIn pages.
2) At the same time, target potential new members through paid social media advertising with compelling video content to communicate why they should become members. Candor interviewed students and captured content around the theme “What Is PR Now?,” showing potential members how PR, and PRSSA specifically, has evolved in the 21st century.
Website with access to an online sign-up form
Paid social media on Facebook, Instagram and Instagram Stories
Chapter electronic toolkits
Candor significantly exceeded the campaign’s goals and made great strides in promoting the value of PRSSA. The campaign was evaluated on:
Conversion — As expected, the majority of membership signups were submitted in the last two weeks of the campaign and spilled over into October and November. As of Nov. 1, 2019, there was a 35% increase from the original goal.
Awareness — 3,779,576 social media impressions from Aug. 1 to Sept. 30, exceeding our goal by 832%.
Engagement — Over 22,000 engagements across Facebook, Twitter, Instagram and LinkedIn as well as 3,100 outbound clicks to the new member sign-up form, exceeding our goal by 24%.