Case Study:

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Keely Saye

Back in September of 2009, I was contacted by RIGGS Partners to team up with their virtual agency to launch an inbound marketing system for a client of theirs. The client is New Morning Foundation, a non-partisan organization working to improve young people’s reproductive health education, counseling, and clinical services throughout South Carolina. We’re about halfway through the initial launch and have made great progress developing content, building online social media networks, and driving traffic to the website. Now, we need your help to convert all those fans and followers into virtual marchers!

TellThem is a grassroots e-advocacy network developed by New Morning Foundation where all members stand together as a unified voice of reason in support of age appropriate reproductive health education for all South Carolinians. The network has launched South Carolina’s very first Virtual March to the Statehouse where thousands of men and women from around the state will email our legislators to let them know: The majority of South Carolinians support age appropriate, medically accurate sexual health information and access to counseling and clinical services.

The challenge: We have over 2,500 Facebook fans and Twitter followers (and growing), but only a fraction of them have actually signed up for the Virtual March. We are creating groups of “Super Fans” to reach out to those who are willing to go above and beyond the call of duty to help us convert our fans to marchers, but what other ideas might you have out there that can help us reach our goal of 5,000 marchers by March 23rd?

Your comments and suggestions are most appreciated. Thanks!

7 Comments so far:

  1. Andy Xhignesse says:

    Hey Keely-

    I’m not sure if this is what you’re looking for but what about creating some sort of team building approach, (this maybe the super fans that you’ve outlined) the idea being to form clusters of supporters.

    Another possibility is a ‘contest’ oriented approach to see who can build the biggest team and post the results for everyone to see. Offer recognition to those that want it with a simple ‘way to go’ or ‘attaboy’ etc. For those followers who have a competitive streak, or those seekinng recognition this may stimulate some activity.

    I haven’t been to the site, but it sounds like a good idea to me, good luck!


  2. Keely says:

    Thanks Andy! We are investigating some contest ideas. For instance, we thought about tracking referral sources and giving away a piece of jewelry in the shape of the bee logo (something really nice and expensive). The winner would either be the person who refers the most marchers, or we would draw names out of a hat. Referrers could get their name in the hat each time they refer someone. We want to make sure we’re A) cool with the jeweler by promoting their product and B) cool with all the Facebook contest regulations. I think that we would be in the clear with this strategy though, don’t you think?

  3. Joy says:

    How about below the line Promotion in Above the line Promotion ! I think you are aware of this creative mix . From the Marketing perspective I think it’s a mainstream niche market with high latent demand . There is a scope for wider Market space with integrated Market places to set up the best with the rest . A like , bit lengthy concept , I tried to specify in one of the discussion . If you wish you may read it on



  4. Keely,

    Where is the “Share this on Facebook/Twitter/Etc” link? I see it under the blog posts, and I see you have icons to connect with the Fan pages and Twitter profiles. But what about a very simple “Share this on Facebook” button that will help them post a link to their Wall?

    From what I can tell, the “Invite a Friend” page only allows the user to type in email addresses. Why not allow them to import contacts from major address books (Yahoo, Gmail, Live) and automate some of the messaging?

    Registration is too complex. If you only require a name and email address, I imagine you’ll get a much higher conversion rate than requiring addresses as well. This will allow someone to continue receiving your message, test the waters, and see if they want to give you the rest of their information and join the march. If nothing else, allow them to only enter their Zip code (like Picken’s Plan does) and force them to key in more information when actually contacting the government.

    Remember: you can blast out emails the night before to remind people to complete registration, but only if you have their email address. Don’t let them be turned off by requiring too much up front.

    Last, try a Counter system like Kiva. They show you statistics on how many people you have invited vs. the average of all Kiva users, how many loans made, etc. People love the idea of being “above average”.

    Good luck with this!


  5. Keely says:

    Thanks for the great comments Chris! These are really helpful.

  6. Nicholas Johnston says:


    Have you tried going after specific segments of your target market? If parents are part of your target market, you may want to search specifically for groups of them on facebook (i.e. P.T.A. groups for different high schools).


  7. Kelly says:

    I just found this post, so sweet of you!