Race goals
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Race Goals. Add new fans Raise awareness of Zoo/Museum in Dubuque/Des Moines Media Attention A new reason to ask our fans to be fans ‘Loser’ would volunteer to do a dirty job at winners organization Fun!. The Race. Promoted via press release Race started October 6

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Race Goals

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Race goals

Race Goals

  • Add new fans

  • Raise awareness of Zoo/Museum in Dubuque/Des Moines

  • Media Attention

  • A new reason to ask our fans to be fans

  • ‘Loser’ would volunteer to do a dirty job at winners organization

  • Fun!


The race

The Race

  • Promoted via press release

  • Race started October 6

  • Only rule, each organization couldn’t create fake profiles

  • Race received immediate radio/TV/newspaper support in Eastern Iowa

  • Not much press in Central Iowa at first

  • Both organizations had a lot of new ‘likes’ immediately.


Media takes notice

Media Takes Notice

  • Both orgs. interviewed on Iowa Public Radio

  • Dubuque Telegraph Herald on October 7, 22, and November 3, 20.

  • KCRG-TV 9, Cedar Rapids October 7.

  • KWWL-TV 7, Waterloo October 7.

  • Radio Dubuque (KATF-FM, KGRR-FM, WVRE-FM, KDTH-AM) October 8 and November 2.

  • KIYX-FM Platteville, WI October 7, 21, 28

  • DM Register, October 15 & 27(Blog)

  • DM Juice October 20

  • WHO-TV October 8, November 1 (plus 2 Sat. appearances)

  • (WHO or KCCI Ticker on November 20)

  • WOI-TV November 1


Zoo needed a epic comeback

Zoo needed a Epic Comeback

  • After first week, the Zoo had lost momentum

  • Worked two weeks to bring the Zoo back into contention

  • DM city official sends email to associates ‘help DM win’

  • Used traditional methods, (e-mails, signage at the Zoo, phone calls to friends, calling in favors, and FB ads)

  • Just about anyone that called me I asked to ‘like’ us


Race final week

Race Final Week

  • I personally messaged every one of my FB fans to like the Zoo and to ask others (160 out of 300)

  • Sent out lots of updates to build excitement

  • Online search for contest showed people I didn’t know asking for help!

  • Found a twitter post from Mumbai, India talking about the race


Final weekend aftermath

Final Weekend/Aftermath

  • I really wanted a tie (felt I could of received more media coverage)

  • Saturday = all tied up, lead changed back and forth several times.

  • Sunday = apparent all day Zoo would win, I didn’t work on it at all that day

  • River Museum conceded, but we all won.

  • I announced I would also volunteer a day at River Museum.

  • Kavacha the Tiger decides to run against ChaCha Lion for ‘King of the Jungle’


Results

Results

  • Zoo 74% increase in likes in three weeks

  • River Museum 183% in likes in three weeks

  • (Zoo started with over double the number of likes)


Takeaways

Takeaways

  • Suggest your page to friends

  • Use traditional/non-social media methods

  • Personally ask friends to like and promote

  • Create a reason to talk about your page

  • Try something new / different


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