MUSE Platinum

2022

Veterans Land Board 2021 Social Media Engagement

Entrant Company

Proscalar, LLC

Category

Integrated Marketing - Social Media

Client's Name

Texas Veterans Land Board

Country / Region

United States

THE YEAR LONG PLAN

Our team proactively works with the Texas Veterans Land Board marketing and communications team to plan events and schedule monthly campaigns. Working with the VLB, our team designed a social media calendar to personalized engagements and promote digital dialog across social media platforms. Creative development and messaging focused on two types of campaigns - Seasonal/Informational and Benefits campaigns.



SEASONAL / INFORMATION CAMPAIGNS

We defined seasonal / informational campaigns as high-interest campaigns used to drive interaction and strengthen the relationship of trust between the VLB and targeted audiences.



BENEFIT CAMPAIGNS

Benefit campaigns highlighted reference stories of individuals who have benefited from the VLB services. Building upon the success of the Seasonal/Informational campaigns, we used the Benefit campaigns to move Veterans to take specific action such as signing up for the VLB newsletter or applying for VLB loans for land, homes, and home improvements.



RESULTS

These efforts have dramatically increased awareness of program benefits that are available to Veterans in Texas. The 12 months dedicated social media campaign provided 141 posts across multiple platforms and achieved over 4 million video videos, 5.9 million impressions, and 679 thousand engagements.

Credits

Sr Deputy Director of Communications & Government Relations / Texas General Land Office
Hector Valle
Communications Director / Texas Veterans Land Board
Karina Erickson
Communications Director / Texas Veterans Land Board
Stephen Chang
Media Producer / Texas Veterans Land Board
Chelsea Parler
Marketing Team Lead / Texas Veterans Land Board
Jimmy Smaragdis
Project Manager / Texas Veterans Land Board
Maddie Markham
Managing Partner / Proscalar
Stephen L. Smith
Client Project Manager / Proscalar
D'Ann Dodson
Writer / Proscalar
Trasa Cobern
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