PMX Agency Wins 2 Gold MarCom Awards
Excellence in Facebook Engagement & Nonprofit Website Development
PMX Agency has been recognized by the 2017 MarCom Awards program, winning the GOLD award for clients, the American Heart Association and the Boys & Girls Clubs of America. The annual MarCom Awards celebrates excellence and innovation in marketing and communications, and generates more than 6,000 entries from top brands across a variety of verticals each year.
PMX Agency received a GOLD award for excellence in the Digital Media: Facebook Engagement category for the American Heart Association’s 2016 Giving Tuesday campaign, #MyReasonThisSeason.
AHA’s Giving Tuesday initiative was tied to a larger storytelling campaign that encouraged users to share their reason for supporting heart health, connecting many engaged and passionate communities through a common cause. Creative and messaging supported the digital storytelling efforts by featuring various “reasons”, and calling users to support theirs in the form of a gift to American Heart.
The key to the success of the campaign was AHA’s methodical planning in the months leading up to the 2016 Giving Tuesday push. Rather than focus efforts in just the few weeks leading up to the Giving day, the team spent time fine tuning engagement tactics, which involved creating a social media “playbook” made up of content plans that detailed which channels the content would be distributed through, and when. The social playbook not only guided American Heart’s overall strategy, but it also empowered local affiliates to amplify the campaign’s important messages. The creative inventory for AHA’s paid Facebook campaign was uniquely designed to cater to different generational interests (Baby Boomers, Gen X and Millennials), while also striking a balance of content that would generate broad appeal.
AHA was able to drive substantial increases in donations during their 2016 Giving Tuesday campaign, with approximately 60% of the total revenue in November coming from brand new donors, and with social media, search and email marketing proving to be particularly impactful vehicles for driving those donations. The coinciding Paid Facebook campaign drove a total of close to 3k visitors to AHA’s Facebook page, 78.5% of those visitors being new donor prospects. The ads garnered 307k impressions, 5.2k clicks and a CTR of 1.69%.
Additional Statistics from the campaign include:
- 46% increase in online donations over Giving Tuesday 2015, with Social media accounting for 24% of total Giving Tuesday revenue
- $4M revenue generated in the month of December 2016
- More than 15,000 new donors gained in December as a result of end-of-year efforts
BGCA’s Site Redesign – Activating the Mission
The agency received a GOLD award for its work on the Boys & Girls Clubs of America website redesign in early 2017. The site was also named a finalist in the 2017 OMMA Awards and 2017 PR News Digital Awards.
In the design of its new site, BGCA set out to create a site that was a true reflection of everything it stands for, recognizing that the user experience and content needed to serve a multitude of purposes for many different audiences (parent, teen, educator, alum and supporter). Generally speaking, there had been a misunderstanding of who BGCA really was, and so the job of the site was to tell the brand story and mission through different user pathways, while also placing greater emphasis on the clubs’ 3 key pillars of Academic Success, Healthy Lifestyle and Good Citizenship. Educating this mission was a broader strategic plan that had been realized at a local club level, but it was not yet portrayed in the site. While the typical objective would have been more donor dollars, BGCA and PMX Agency truly placed the focus on connecting more meaningfully with all of the organization’s audiences – emphasizing donations, but also site traffic and local club discovery.
BGCA’s site is a manifestation of the success an organization can achieve when their brand and fundraising efforts become synergized – working together to activate the mission and the story, while providing the best user experience possible to connect people with the information and resources they need most. Since the 3/28/17 launch, we’ve seen some major objectives met, including: a 3.7% CVR for “Find a Club”, traffic up 28% post launch, and the “Donate Now” CVR up 13%.