Breathe Pennsylvania

Social Media – Integrated Campaign

The Challenge:
In the spring of 2013, Breathe Pennsylvania, a non-profit organization that helps residents of southwestern Pennsylvania achieve and maintain optimal lung health through education, prevention, awareness and direct services, underwent a full rebrand. The rebrand included a name change from Healthy Lungs Pennsylvania to Breathe Pennsylvania, new logo design and the launch of a brand new website. With the help of Yearick-Millea, Breathe Pennsylvania decided to leverage social media to promote the new brand while creating awareness of their existing programs and services among a wider, online audience.

The Audience:
Breathe Pennsylvania’s primary target audience consists of men and women, ages 21 and over, in the Pittsburgh-metro area. This area is made up of 10 counties including: Lawrence, Beaver, Washington, Greene, Butler, Allegheny, Armstrong, Westmoreland, Fayette and Indiana. The men and women targeted may suffer from a form of lung disease or have family members who suffer from chronic lung diseases like asthma, COPD and tuberculosis.

The Strategy:
In an effort to reach the largest number of audience members possible, we proposed an integrated social media campaign that included Facebook, Twitter, Google+, YouTube, Flickr and a blog on BreathePA.org, A Breathe of Fresh Air, all of which launched during the second half of 2013. The key strategy behind this social media campaign was to grow Breathe Pennsylvania’s online audience while promoting awareness of existing programs and services that had been offered by the organization to the residents of southwestern PA under the Healthy Lungs Pennsylvania name and were still being offered by Breathe Pennsylvania.

To do this, we implemented a content strategy that included a mix of clinical information on lung diseases like asthma, COPD and tuberculosis as well as information specific to Breathe Pennsylvania’s extensive programming and service options. In addition to this content strategy, we also implemented a Facebook advertising campaign that was designed to increase the Facebook audience size while also driving traffic to BreathePA.org*.

The Results:
The social media campaign launched on June 1, 2013 – Since its launch, the strategy has expanded to include sharing general health and wellness information in the form of Weekly Wellness Tips and interacting with like organizations through Facebook shares, retweets/mentions on Twitter and +1s on Google+. As a result, the online audience has continued to grow steadily and engage with the different types of content.

Results by the numbers (June 1, 2013 – December 31, 2013):

  • 1,400 new Facebook fans
  • 142.4k reach (unique people, fans and non-fans, who saw content posted on Facebook)
  • 14% average engagement rate per post on Facebook (ratio of engaged users to reach)
  • 79 new Twitter followers
  • 28 mentions on Twitter
  • 48 retweets on Twitter
  • 42% influence rate on Twitter
  • Social media has resulted in 223 visits to BreathePA.org*, nearly 14% of all visits to the site

*BreathePA.org did not launch until October, 2013.

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