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Overview: The South Dearborn Community School Corporation (SDCSC) is a small town, community-based school system located in Aurora, Indiana. SDCSC recognized that its Facebook page was underutilized and that posts did not attract followers’ attention or highlight the corporation’s accomplishments. The district tasked Scooter Media to expand its Facebook presence and use the popular social media platform as a way to share success stories and spread the word that SDCSC is the right choice for local students.
Strategy: Scooter Media developed a Facebook campaign that would engage the district’s target audiences with compelling, engaging content. The campaign included 3-6 posts a week, with content curated from a variety of sources within the SDCSC community including principals and teachers from the elementary, middle, and high schools. From that content, regular features were developed such as:
- “Meet Our Team Monday,” a profile of teachers/staff to showcase their talent
- “Alumni Profile,” to spotlight how South Dearborn has prepared students for future success
- “Why South Dearborn,” to differentiate SDCSC from other area schools and make a case for why families should choose South Dearborn
Evaluation: The campaign surpassed all benchmarks for success that had previously been established. Between January and May 2016 there were more than 11,000 “like” or “love” reactions on posts made to the SDCSC page. 45 posts received more than 1,000 impressions each, with nine posts each earning more than 3,000 impressions and two posts each receiving 5,000 or more impressions. Total likes grew from 81 to 571 (a 580% increase); daily page engaged users grew from 31 to 4,749; and daily total impressions grew from 1,222 to 75,966.