Maryland Business
Roundtable for Education
- DIGITAL MARKETING
The Maryland Business Roundtable for Education is a nonprofit coalition of leading employers that have made a longterm commitment to support education reform and improve student achievement in Maryland.
Challenge
The Maryland Business Roundtable for Education enlisted Redstart Creative to refresh branding and messaging for their program, Next Generation Scholars, targeting Allegany, Caroline, Dorchester, Kent, and Wicomico counties. Redstart was also selected for public relations and digital marketing services to engage the community and donors effectively. Strong messaging and marketing are crucial for achieving organizational goals and raising awareness.
Objectives
Redstart crafted a comprehensive strategy to fulfill The Maryland Business Roundtable for Education’s digital marketing and public relations objectives:
IDENTIFY
the best digital marketing outreach strategy to stay connected with the community – like blogging, newsletters, and social media channels.
CREATE AND CURATE
content consistently that aligns with the brand, mission, and goals.
DEVELOP AND IMPLEMENT
a public relations strategy that increases awareness of the brand and its new program.
our Process
We analyzed Maryland Business Roundtable for Education and their Next Generation Scholars program’s social platforms, print advertising, and media coverage to better align with their goals and inform our strategic approach.
The Results
SOLUTIONS/PRODUCTS
Based on our goals, we identified and implemented the following solutions:
- Monthly strategy meetings
- Blog writing and posting
- Newsletter curating and sending
- Content creation and posting to Facebook and Instagram, using a social media management software
- Frequent analytics reviews of the website and social media platforms to provide recommendations for adjustments and enhancements
- Public and media relations
- Graphics creation
- Print advertisements
Prior to engaging with Redstart Creative, the Maryland Business Roundtable for Education had not proactively promoted the organization in the local media for quite some time. This provided us the opportunity to reintroduce this organization while announcing the new Next Generation Scholars program. We used their local coordinators as entrée into the hyperlocal media market and promoted their direct impact in the community.
Posts in July of 2018 received as many as 2,535 views, and as a whole, the Maryland Business Roundtable for Education posts had 14,700 impressions in one month. During January through July of 2018, the number of followers on the MBRT Facebook page increased by 25% to 509 fans.
Since working with Redstart Creative, there has been a 100% increase of Instagram followers and is now at 147 followers with steadily increasing engagement each month.
Public Relations
We earned 28 pieces of positive news coverage in the Maryland Business Roundtable for Education’s five counties plus Baltimore, including:
- 1 TV interview
- 3 radio interviews
- 1:30 radio PSA
- 6 stories with photos from events
- Numerous online and print media
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