Challenge

Support upstart nonprofit AgChat Foundation (ACF) in building a strong community of “agvocates,” and help ensure ROI on its first ever “Agvocacy 2.0” thought-leadership and social media training for farmers and ranchers.

Solution

As part of our $20,000 Seed to Succeed PR Grant supporting ACF, we planned and executed the “Class of 2.0 Reunion,” hosted entirely on social media platforms. The reunion was designed to 1) reestablish rapport and peer accountability among the graduates, and create an environment where they would re-commit to their individual social media goals, and 2) help us (the PR agency) identify and leverage success stories with mainstream media.

Results

In a truly social event, the Class of 2.0 Reunion spurred a renewed commitment to social media goals among graduates and brought key success stories to the surface. Participants engaged in a yearbook signing, networking sessions moderated on both Facebook and Twitter, and a virtual awards ceremony. One hundred percent of graduates joined the Facebook group, and 75 percent participated in the reunion. In a follow-up survey, 80 percent said the reunion was successful in helping them reconnect with graduates and 80 percent felt on par with their goals. What’s more, USA Today took notice – check out the coverage!

For more information on our PR Grant, or this campaign, please contact Heidi Nelson.

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