Previously, the U.S. Chamber of Commerce Foundation's social media accounts were treated as a space to share their work in the community and relevant articles of interest. But with a bold new website, the page was quickly leveraged to act as a platform for getting the issues out. To jumpstart this evolution, a tightly-branded "future leaders" campaign was developed to send visitors to the revamped AchievingTomorrow.org site, stimulate engagement on social, and create support for Common Core State Standards among the business community--all while introducing a vibrant brand identity and upbeat tone highlighting the long term outcomes of implementing these programs nationwide.
With a new website that was far from the standard look and feel you see in education today, it was extremely important to create social content that was seamlessly on brand with this new vibrant, lighthearted approach while still being clear that this is an incredibly important topic for our nation's policies on education. We did this by setting a positive and inspiring tone that would appeal to the emotions of the business community, while staying true to the new color palette, photography, and graphics of the forward-thinking website.
Content creation was platform specific, designed and written especially for Facebook and Twitter in their own rights. The content consisted of a mix of photography, graphics, and messaging that conveys a feeling of innovation, hope and positivity, and motivates the business community to learn more at AchievingTomorrow.org.
The design of the social content was the binding glue between all of these elements. Far from traditional, discussing education standards and teaching, the content created for Achieving Tomorrow looks towards the future, blending bright, positive, colors with hard-hitting content.
The three-week social campaign boosted engagement numbers tremendously and brought over 34,000 visitors to the site by way of Facebook and Twitter only with an average of 1,500 site visits per day, all while setting the standard that a campaign for education can have beautiful, memorable content.
