Greater Milwaukee Foundation
Mueller Communications worked with the Greater Milwaukee Foundation (GMF) over the past seven years to establish and promote marquee one-day events for the Foundation, including “Match Day” and “On the Table.” The concept of both events is to build anticipation for one major day of giving and/or community conversation. Mueller’s outreach with both these projects included:
Engaging traditional media.
Soliciting donated ad space.
Designing and implementing social media campaigns.
Soliciting Facebook ambassadors and Instagram influencers.
Creating and executing comprehensive email outreach campaigns.
Creating social content, including unique photo and video campaigns.
Creation of toolkits and dissemination through established community and program ambassadors.
In the three years of the Match Day event, the event raised more than $1 million each year and had significant year-over-year growth.
On the Table was anticipated to engage 3,000 community residents in year one, and surpassed that goal by reaching more than 5,000 people. Year-over-year growth has also continued for this event.
Mueller Communications worked with GMF to develop and execute a comprehensive outreach strategy designed to reach the Foundation’s target audiences. Mueller also helped expand the Foundation’s reach and impact by leveraging existing relationships and connections to drive engagement and participation by compiling and managing a database of almost 2,000 contacts spanning a range of demographics, psychographics, work industries and zip codes. Mueller conducted regular outreach to these contacts through social media, e-newsletters and personal appeals in order to recruit table hosts and participants.
Mueller’s promotion strategy for On the Table far exceeded goals, involving nearly 5,400 participants (against a stretch target of 3,000) and dramatically increasing GMF’s presence in the community by generating 29,377,899 impressions through print and broadcast coverage as well as a total of 30,538,395 social media impressions across all channels. Following the event, Mueller Communications helped conduct a post-event survey. The results of this survey were then compiled into a Mueller Communications-designed Community Impact Report for GMF’s board.
In the second year of working with GMF to promote its On the Table event, Mueller Communications reimagined what it would take to increase event registration, in turn, advancing attendance numbers among targeted audiences in the Milwaukee community. The Mueller team named 10 influencers and community ambassadors in different walks of life to speak to their experience at On the Table and why they were re-engaging in 2018. After sitting down with each ambassador for on-camera interviews, Mueller Communications created 10, 60-second pre-event videos that were pushed out on Facebook to a custom-created audience that would be most receptive to the message. At the end of the campaign, the videos had over 100,000 video views over 10 seconds and 12,358 complete video views.
Additionally, following the 2018 event, Mueller Communications produced a wrap-up video of the day, which achieved 93,794 impressions in front of the custom-created “local Milwaukee enthusiasts” audience, 4,526 video views at 100% and 736 people clicked to the On the Table website to learn more about the event. The combined efforts of pre- and post-event promotion have energized both the donor base and attendees for On the Table.