Project Date of completion: September 2018
United Way of Southwestern Pennsylvania’s Be a Middle School Mentor program contacted Motor Mouth Multimedia to create a targeted marketing strategy in an effort to recruit African-American mentors. At the time of the campaign, 75 percent of students participating in the program were African American. Yet, only 15 percent of the mentors were Black.
Motor Mouth Multimedia designed and implemented a digital communications strategy, which included a Live Facebook Chat, influencer marketing, and media relations.
The live broadcast drew thousands of views, comments and shares, becoming one of the most engaging video posts in United Way’s social media history. As a result, Motor Mouth Multimedia exceeded the goal of recruiting 50 African-American professionals to learn more information about the program and/or sign up to become a mentor. The campaign also received media coverage by NBC affiliate, WPXI-TV. The campaign resulted in a 50-percent conversion rate, doubling the African-American mentor rate to 30 percent. In year two of the campaign, Motor Mouth enlisted online influencers once again. This time, TRIPLING the goal and signing up more the 170 Black mentors.
- Graphic Design
- Influencer Marketing
- Media Relations
- Social Media Marketing