Case Study

Client: nTelos Wireless

Tactics: Social Media

Strategy: Utilized trending topics and local partnerships to leverage engagement and an increased social media footprint

Outcomes: Social media growth and engagement

Hanging out with celebrities, even the furry ones, turned out to be one of Virginia-based nTelos Wireless’ best philanthropic decisions of 2014.

Primary research was gathered through meetings with nTelos Wireless’ public relations and digital marketing departments, as well as emails and phone conversations with the potential partners of the company’s next nTelos Cares program.

Secondary research was gathered via the Internet to determine what companies in the Roanoke area had influential social media profiles, as well as what nonprofits needed higher visibility.

With the goal of driving record-breaking social media activity for the nTelos Cares program, we utilized the strategy of leveraging National Adopt a Shelter Dog Month as a trending topic to create awareness for the nTelos Cares program and the phenomenon known as “Black Dog Syndrome,” where black dogs and cats are passed over for adoption because of the color of their coat.

Planning included conference calls and emails with nTelos, Black Dog Salvage and the Roanoke Valley SPCA. Materials developed during the planning phase included a PowerPoint overview of how nTelos Cares works, a marketing ideas tip sheet, social media content suggestions, sample blog posts, images for social media posts and a social media content calendar that outlined the content to be used for the duration of the two-week program.

Measurable objectives were set with a primary goal of increasing the likes, followers, reach and impressions of each partner’s (nTelos, Black Dog Salvage and the RVSPCA) social media channels by a minimum of 10%.

On Aug. 18, 2014, nTelos Cares’ two-week program kicked off with all three partners blogging about the program and posting to their social media channels. Throughout the program, content was shared daily by all partners and accounted for a total of 33 social media posts. Daily activity was recorded and reported to everyone involved.

Upon the completion of the program, Black Dog Salvage’s Facebook page’s likes had grown by 13 percent and its Twitter followers had seen a 3 percent growth. The RVSPCA’s Facebook page had grown its likes by 29 percent and its Twitter followers by 9 percent. nTelos’ accounts had also grown by more than 5 percent.

Black Dog made nine Facebook posts generating 3,485 post likes and 502 shares, while RVSPCA had 15 posts that generated 1,162 likes and 427 shares. nTelos’ Facebook posts received 681 likes and 114 shares. The total sum of social media activity equaled 7,390 interactions, which led to a donation of $3,000 RVSPCA.