2nd Annual Shorty Social Good Awards Categories

Entries for the Shorty Social Good Awards are open now! Official categories listed below.
The regular deadline is August 30, 2017

PRLab Helps Goodwill Boston Find #DIY Success

Entered in On a Shoestring

Objective

Morgan Memorial Goodwill Industries (MMGI), the Massachusetts chapter of Goodwill, is a non-profit organization that offers career services to individuals with barriers to employment. MMGI worked with PRLab to increase social media engagement to help drive store traffic during the fall and holiday 2016 seasons. As background, Goodwill competes with not only other thrift stores, but larger retailers that sell pre-packaged Halloween and holiday season accessories and decorations. Due to the audience demographics near the stores, the PRLab team and MMGI decided to focus on social media engagement as the primary communication focus.

Objectives: PRLab aimed to increase Goodwill's user engagement on Twitter, Facebook, and Instagram by 50 percent. This was essential to establish a stronger connection to the audience to help spur in-store visits. PRLab also aimed to increase Goodwill's social media followers by five percent.

Strategy

After an audit of MMGI's social media channels, PRLab noted it had a good frequency and volume, but no engagement. Therefore, the team did some broader research and realized the popularity of do-it-yourself (DIY) projects and visual content on Facebook, Instagram, and Twitter drive higher levels of engagement. As a result, the PRLab team developed videos, infographics, and boomerang gifs around "DIY at Goodwill" to increase online engagement and sharing. Program development steps included:

Results

PRLab was successful in meeting the objectives and rebranding Goodwill as a DIY destination. The series of eight #DIYatGoodwill video tutorials for holiday gifts posted on social media received, on average, the following engagement:

Overall, the campaign impacted Goodwill's social media platforms in the following ways:

To increase sales and contribute to Goodwill's mission, PRLab raised awareness of Goodwill as a simple and inexpensive alternative to hectic holiday shopping at department stores. The social content allowed people to see how easy it was to put together a costume or a gift, and gave them an incentive to try it themselves. This encouraged followers to increase online interactions with Goodwill's social media and helped rebrand Goodwill as a DIY destination, not just a thrift store. By increasing the presence, engagement and follower base on social media, the team was able to reach a larger audience and raise awareness of Goodwill's mission.https://www.facebook.com/hashtag/diyatgoodwill?source=feed_text

Media

Video for PRLab Helps Goodwill Boston Find #DIY Success

Produced by

PRLab at Boston University, Morgan Memorial Goodwill Industries (Boston)

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, Vine and the rest of the social web.

The Shorty Social Good Awards will be held NOVEMBER 2017 in NYC, Date to be announced shortly.