There are a couple of proposed changes for Ad Hoc operations in 2018. Here's one:
We'd like to expand the purpose of and rename the "Let's Get Social" cooperative social media promotional fund launched about 11 months ago.
As you may recall, we launched “Let’s Get Social” to enlarge our regional and national social media audience. “Let’s Get Social” took the place of a previous campaign in which we collaboratively funded newspaper advertising with calendars for Lindsborg events.
In the last 11 months, we have reached hundreds of thousands of people through well-illustrated and lively FB posts that were delivered to readers in 18 states and Sweden. A good number of our posts yielded significant numbers of interactions (a “like,” click for a closer look, or comment) — good signs that readers liked what they read or wanted more information.
Thanks to volunteer “Let’s Get Social” manager Megan Dauer of American Family Insurance, we were able to place new posts regularly, respond rapidly, and keep an eye on trends from week to week. Thank you, Meg. (David Hay of First Bank Kansas and Kathy Richardson of Small World Gallery also consult, as does Holly Lofton of the Lindsborg CVB. In this way we were able to plan for amplifying Lindsborg messages.)
Topics for our boosted Facebook posts? Mostly events in which Ad Hoc participated. This month, for example, we bought about $100 a week worth of post boosts about holiday events.) We also did Facebook advertising about Lindsborg as a haven for young women in independent business or as makers. This campaign received excellent response.
We expect to have spent about $1,850 on "Let’s Get Social” by year’s end. By that time we believe that about $500 will remain in the fund. This balance will help us begin 2018 strong with sets of awareness and visit planning posts that will pitch Lindsborg as a whole.
We believe that we are on the right track with “Let’s Get Social.” We have no way to track specific actions of the people that we reached. We know that Lindsborg’s sales tax has remained healthy. We also know from high-quality research done in other communities that visitor marketing is closely associated with positive associations of a destination for retirement living, starting a business and going to school.
After a group discussion on a recent Monday morning, we were in consensus that it makes sense to keep pushing in this direction -- with some changes.
We recommend that:
• we continue to ask for a $30 a month commitment (invoiced monthly, quarterly or twice yearly -- your choice) from those who want to participate in this renewed cooperative starting January 2018.
• we expand the scope of this special fund to include social media AND print advertising in select regional and national publications in collaboration with the Lindsborg CVB. Examples: AAA, Midwest Living and Nordstjernan, a publication for people with Scandinavian heritage. We know talking with visitors that AAA and Midwest Living give Lindsborg a very good return on investment. Nordstjernan is the sole remaining Scandinavian publication, and we believe it is valuable to continue Lindsborg's presence in this publication.
• we rename our effort “Let’s Get Out There.”
If you agree with this expansion of the fund's mission and would be willing to commit $30 a month in 2018, please weigh in with Megan (MDAUER@amfam.com), David (firstname.lastname@example.org) or Kathy (email@example.com).