How Houston Public Media Increased Facebook Engagement & Online Donations with Optidge
Optidge increased Houston Public Media’s audience on Facebook all the while strengthening online community engagement and racking up an influx of donations in a multi-stage campaign all less than a year.
As Houston’s NPR (News 88.7) and PBS (PBS TV 8) Affiliates, Houston Public Media (HPM) has been a staple in the lives of Houstonians and people of the Greater Houston area for over 60 years. Focused on delivering high quality local, regional and national content in the areas of news and information, arts and culture, and education, HPM utilizes its broadcast and online outlets to provide audiences with unprecedented access to the content that is meaningful to them – on air, online, at home and everywhere they go.
The Opportunity + Challenge
Building on their legacy of creating content for the people and being supported by the people, HPM realized that to remain a mainstay in people’s lives as a leading media outlet in the region they needed to meet their audience where they are consuming media today – online.
In 2016 HPM, developed a three-year strategic initiative to provide a pathway to the future as audiences move more towards online and social media for their news and media consumption that would embrace social media. HPM partnered with Optidge to develop and implement a strategy that would accomplish the following goals:
Grow HPM’s audience
Most importantly, increase financial donations to continue the development of content
Optidge developed a multi-stage Facebook funnel campaign that qualified users and encouraged action. Each stage had the following purpose to leverage Facebook and implement strategies to support both digital and broadcast integrations for HPM: