Archdiocese of Baltimore

The Archdiocese of Baltimore, a major Maryland nonprofit, needed to quickly integrate social media into it’s traditional crisis PR campaign. Leading up to a major announcement, the Archdiocese wanted to avoid negative fallout on social networks. After conducting an audit of their current capabilities, we developed a strategic plan that integrated social media activities into their existing traditional PR plan. We identified audience persona profiles, then built a campaign micro-site with optimized landing pages for each persona then integrated social media and email communications. The campaign resulted in significant net-positive growth in Facebook fans and Twitter followers.