MakingColorado, the 2013 branding initiative for the state of Colorado, aimed to stimulate the economy, streamline statewide branding programs and showcase Colorado to the rest of the world.
Nonprofit & Trade Organizations
The goal -- and challenge -- was to engage 1 million Coloradans across traditional media, social media, through live events and more, and introduce them to the branding effort. Linhart PR (LPR) was selected to lead social media channel engagement, with an emphasis on Facebook.
LPR launched the MakingColorado social media channels including Facebook, Twitter, Instagram, Pinterest and a blog. To support these channels, we created and executed three online promotions that gave away prizes donated by Colorado-based companies in return for participants sharing Colorado insights and assets to guide the branding effort.
● “What Makes You a Coloradan?” Sweepstakes: The first promotion encouraged fans to create their own custom Facebook banner that answered the question, “What Makes You a Coloradan?” Fans created a phrase, selected a background image and shared their one-of-a-kind banner on their social channels for a chance to win Colorado prizes. This sweepstakes was so successful it returned to the MakingColorado Facebook page as the third and final promotion as well.
● Photo Contest with Frontier: The second promotion was a photo contest hosted in partnership with FlyFrontier.com. Fans shared stunning photos from across the state and their peers voted for their favorites. Three winners each won $300 in Frontier Fly Bucks and were showcased on the MakingColorado Facebook page.
LPR built the MakingColorado Facebook community from zero to 21,000+ in less than five months. And, LPR delivered a positive experience for fans through Colorado-focused programs and prizes. Over the course of the campaign, LPR helped MakingColorado.
Gained and retained 21,000+ Facebook fans
Drove 200,000 unique Facebook engagements -- 20 percent of MakingColorado’s total engagement goal -- with 11 percent of fans liking, sharing and commenting
Generated 50 million Facebook impressions
Secured more than 13.4 million traditional media impressions through stories that ran about LPR’s social media work
Received more than 4,800 promotion entries from Colorado residents and award more than 50 prizes
“Linhart PR’s social media programming on behalf of the MakingColorado campaign exceeded all of our expectations, in terms of creativity, strategic thinking and results. Our challenge was to citizen-source a brand identity for Colorado with input from thousands of Coloradans and lovers of our state, and Linhart PR created a highly engaged community that offered invaluable feedback for our campaign. We could not have achieved our engagement goals without them.”
- Aaron Kennedy, Chief Marketing Officer, State of Colorado