Case Study: Content Strategy for Large Events
Activating allies nationally as a convention of 4,000 activists takes on income inequality.
The challenge: In 2012, 4,000 member-activists convened to chart SEIU’s economic justice strategy for the next four years. The organization sought to bring the convention to millions of other stakeholders across the country, and heighten the national dialogue around income inequality.
- Wrote and executed a content strategy plan for the year leading up to the event that brought members input directly in to the planning of the convention.
- Designed and wrote a minute-by-minute social content schedule in advance of the convention's packed three-day agenda. This allowed the valuable time of social media managers on the ground to be spent with members themselves, using authentic stories collected in person to complement the nuts-and-bolts script.
- Boosted attendees' engagement in programming during the day by curating the audience's best social media postings for use on video displays within convention sessions.
- Conducted one-on-one social media trainings with leaders and member-activists to help them take ownership of the event and bring new skills and online influence back to their home communities.