LADIES NIGHT OUT | Casa of Central Virginia
Before Allison Stronza was hired, the CASA Facebook page had 466 likes and was not being utilized regularly. On her own she raised the total number of likes to 608 by inviting friends, running contests and boosting posts. This averaged out at 2.5 likes per day with 73 people talking about the page. The board had agreed to cancel Ladies Night Out if sales for 2015 did not improve due to the massive amount of manpower needed to execute the event.
On March 13 I joined their marketing team to help breathe new life into Ladies Night Out. The changes were implemented over the course of six weeks. The budget was $500 for FB ad spend. I utilized the CASA Facebook page & created an Instagram account for social media marketing. $145 was designated to general CASA branding, $280 was designated to promote Ladies Night Out and other CASA activities putting total expenses $75 under budget. Within 24 hours of taking over the CASA Facebook page the page gained 52 new Facebook likes and increased engagement on the Ladies Night Out Contest from 10 likes & 13 comments to 16 likes & 64 comments.
Not only did I increase the total reach on the page to 13,173 in the first week (an increase of 1,058.6%), I learned vital information about their audience. Over 86% of the page fans were women between 25 and 54. Almost half of the fans were based in Lynchburg. This information became extremely powerful throughout the campaign. By shifting the focus away from college age girls & men, the engagement on the page continued to increase exponentially. Their ad dollars became more effective because their marketing efforts became more targeted based on the numbers. During this time I also negotiated a PSA deal with Comcast and consulted with their intern graphic designer about establishing a visual branding identity for the event and all the marketing. I also trained Allison on FB techniques and graphic creation during the six week process and the months that followed to allow CASA to sustain the engagement after the event.
What were the results?
The social media campaign paid for itself, generated a large profit & led to over $35K in total funds raised for the event. Additionally we advised them to simplify ticket sales by eliminating in store ticket purchasing at multiple store locations, switch to online ticket ordering & simplify shoe pricing to $10/pair. These key decisions have provided CASA with a newly re-branded event that will serve them for years to come.
Currently CASA has a Facebook following of over 4,900.