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A Day for Meta House 2011: A Transmedia Event

Utilizing print, web, video, and social media at Meta House's 2011 Annual Fundraiser. Event raised over $130,000, social media campaign raised over $3,000.

Mandi Lindner

on 10 June 2011

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Transcript of A Day for Meta House 2011: A Transmedia Event

A Day for Meta House 2011 Tributes by Social Media Campaign Sponsors Based on the theme of the video,
we produced sample tributes by
our sponsors to: Explain the campaign
Promote the campaign
Give viewers a sample tribute
on which to base their own. One tribute was launched per day from May 2-6 to generate excitement for campaign and lead up to the A Day for Meta House event (May 6). At the event, video booths were set up for attendees to film their own tribute. Volunteers edited and uploaded the videos to YouTube. Tributes Filmed 45 Social Media Branding Plan & Timeline Press & Promotion Results April 26, 2011 Segment on TMJ4's Morning Blend Christine Ullstrup, Meta House Staff
Kenyatta, Meta House Graduate April 29, 2011 Article in BizTimes Nonprofit Weekly Alysha Schertz reported on the social media campaign and transmedia event May 4, 2011 April - May May 6, 2011 Sponsored Milwaukee's Weekly Yelp Lake FM PSA & webpage Blog post in Shorewood Patch Lake FM produced a PSA, a dedicated webpage, and mentions in their e-news Yelp promoted the event in their weekly e-news and took part in our social media campaign Event attendee wrote about her experience & thoughts in her blog Flyer Postcard Invitation Developed at the start of event planning
in December 2010. Description and
mother/child hands would carry through
to rest of marketing pieces. Theme of "Celebrating Mothers. Rebuilding Families." plays on Meta House
mission statement. Each piece of transmedia event focused on the
relationship between mothers and their children. Attendance at event is solicited by Table Captains, who utilized the
postcard and invitation pieces to invite guests. Table Captains were
also taught how to use social media sites like Facebook, LinkedIn,
and Twtvite to set up events, invite guests, and track RSVPs on
their networks. May 20, 2011 Event and social media recap in Biztimes Article promotes success of event in regards to money raised and online engagement Posters of Meta House mothers and their children were placed around the room the day of the event to help attendees see the "faces" of those we serve. History 2010: Facebook: Post updates 3x weekly
Twitter: Tweet 1-2x daily
LinkedIn: Set up Company Profile A Day for Meta House 2010: April: Alcohol Awareness Month
Goal: Education & Awareness

Tweetathon during event
Tweetup after event
Manpower donated $1 per RT Guidelines: HIPAA Compliance
Group Accomplishments over Individual
No client or donor names without express permission
Executive Director consulted with any questions Timeline of Campaign & Promotion Exhaustive list of:

Every step of campaign
Who's involved
What's expected
Copy for publication
Platform Campaign Proposal Sent to potential sponsors

Goals of campaign
Benefits of sponsorship
Specific "Ask" Meta House Bi-Annual Newsletter Introduced A Day for Meta House event, alluded to social media campaign, letter from Executive Director included Call to Action, and client story focused on event theme. e-Blast to Kick-off Campaign e-Blast sent to:

Explain campaign
Encourage engagement
Specific Call to Action
Step-by-Step Instruction Meanwhile... 2 Months Before Campaign:
Secure sponsors
Secure volunteers

6 Weeks Before Campaign:
Film sample tributes by sponsors

1 Month Before Campaign:
Inform Table Captains
Inform Board of Directors

2 Weeks Before Campaign:
Reach out to followers
Solicit PR Goals: Facebook: Reach 750 "Likes" by Mother's Day
YouTube: Gain 1,500 "Views" of Meta House videos Sponsors:
Manpower Group
WaterStone Bank
Lake FM (promotional)
Clear Verve Marketing (consultation)
Yelp! (promotional, tribute filmed at event) Sponsors: Manpower Group: $1 per "View" on YouTube up to $1,500 from May 2-8
WaterStone Bank: $1,500 if we reach 750 "Likes" by Mother's Day Facebook: Met goal of 750 "Likes" morning of event, ended with 945 on Mother's Day YouTube: Logged 1,818 "Views" of videos on our YouTube channel from May 2-8
Recorded and uploaded 45 tributes on the day of event
Total channel, video, and playlist views exceeded 2,200 Lessons Plan ahead!

Utilize sponsorships to raise money

Utilize volunteers to pull it off

Adaptability & Flexibility - your campaign will likely change with skills, time, and technology available

Self-promote & Utilize Ambassadors

Provide clear Calls to Action and make it as easy as possible to engage Raised in addition to money raised at event $3,000 Audiences Clients Media Donors Volunteering Advocacy Follow-Up Volunteering Fundraising Events Relationships Leads & News HARO Brainstorming Ideas Players Ideas Goals Clear Verve Marketing Meta House Volunteer Videographer Education & Awareness Online Engagement Measurable Results Engagement: Tributes to Mothers Results: YouTube & Facebook Education: Focus on Mission & Event Theme KEY: Make is as for followers to take action easy as possible
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