Matching the Message to the Mission
HARMONY PROJECT
Since 2009, the Harmony Project has connected thousands of people in Columbus, OH across social divides through the arts, education and volunteer community service. Evolving from an annual choir concert into an organization with dozens of programs and hundreds of volunteers who contribute thousands of volunteer service hours each year. In the midst of the pandemic, Harmony needed to reach new audiences via social media to communicate their message and continue their mission.
400% in social media engagement
15%increase in total social audience
This is how we do it.
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Because of the Harmony Project’s strong mission and fan base, it was important, especially during the COVID-19 pandemic, that Geben harness the power of the nonprofit with the community support on social media. By focusing on images of real people, fresh copy and bold calls to action, Geben began to build the nonprofit’s social media channels as a place of community and advocacy.
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Additionally, our team analyzed how the founder and the choir came across in-person and translated that into creative new opportunities and mini social campaigns including:
The High Note: Geben began a new IG and Facebook story called “The High Note,” designed to engage the Harmony Project audience, asking what their high note of the week was. Users responded as we shared their positivity on the Harmony social accounts.
#BeHeard Campaign: Geben worked with The Harmony Project marketing team to pair assets created to get-out-the-vote, with fresh social media copy, and strategically posting across various social platforms. This campaign resulted in the largest ever spike in engagement and followers across the nonprofit’s social media channels with engagement over 150% and impressions over 100%.
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In six months, Geben increased Harmony’s social media engagement by over 400% thanks to increasing content cadence, measuring post analytics, and using those analytics to identify top performing assets for future posts. Additionally, we organically grew Harmony’s total social audience by more than 15%.
More Case Studies
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Wolf's Ridge Brewing
While Geben usually works with Wolf’s Ridge Brewing to showcase it as one of the highest quality and most innovative restaurant/breweries in Central Ohio, COVID-19 brought on new challenges when an announcement by the Governor of Ohio shut down the restaurant industry.
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McGraw Hill
When McGraw Hill Education wanted to prioritize young, tech-savvy teachers in its upcoming communications strategy, Geben turned to TikTok for a fun and impactful influencer campaign that caused website visits to skyrocket.
