Juneteenth Rally for Justice: Marketing Strategy & Social Media Management

The Brief:  

America continues to experience a plight of social injustice with the death of George Floyd, Breonna Taylor, and many others. Lawyer and Organizer, Marcus Childress, approached Rhino, to develop a Marketing Strategy. Childress wanted to bring an event to life that gave Virginia Politicians a platform to share their policy proposals and commitment to Virginians. Marcus contacted Rhino with the concept and a deadline of 2 weeks before going live. No pressure.  

Action: 

Rhino completed a discovery exercise to better understand the target audience to ensure the strategy aligned with potential attendees. Rhino also assessed news, media, and upcoming events in Richmond leading up to the event, surveyed individuals who we’re within the target audience to gather sentiment, and consulted with Marcus prior to providing a plan for the proposed Marketing Strategy.

The Marketing Strategy included the recommendations and execution:

• Recommendation of Social Media Handles: @Junteenth_RVA

• Recommendation of Hashtag: #JunteenthRVA

• Recommendation and Execution of Channel Strategy for Social Media, Influencer Marketing, and Email Marketing

• Developed an Omni Channel Marketing Calendar

• Established a Brand Voice

• Developed 20+ flyers to incorporate in Marketing Strategy

• Managed Juneteenth Day of Event (6 Hours)

Results:

• 200+ Attendees

• 150,000K Impressions in 21 Days

  • Facebook: 100,000 impressions

  • Twitter: 31,000 impressions

  • Instagram: 20,000 impressions

• Facebook Live: 2,000 views

  Impressions and Views rounded up