CASE STUDY
Social Press Kit for National Nutrition Month®
Presented by the Academy of Nutrition and Dietetics
“Each year our goal is to amplify healthy eating messaging during National Nutrition Month. By creating a Social Press Kit for our celebration, we were able to reach media professionals, members and the general public in a much more streamlined and effective manner for greater overall engagement.”
“Each year our goal is to amplify healthy eating messaging during National Nutrition Month. By creating a Social Press Kit for our celebration, we were able to reach media professionals, members and the general public in a much more streamlined and effective manner for greater overall engagement.”
-Lauren Fox, Senior Manager of Creative Media
Academy of Nutrition and Dietetics
Whether you are promoting an awareness day, week or month, you run a year-round advocacy focused organization, or just want to raise general awareness about your cause, you have likely faced the challenge of how to get your issue to the forefront of people’s minds (and screens). For the Academy of Nutrition and Dietetics, this year’s National Nutrition Month theme was “Go Further with Food,” a reminder to eat healthfully for ongoing energy and plan meals to help reduce food waste. It was their job to get valuable information and resources as far and wide as possible.
At the end of National Nutrition Month, and over 18,000 visits to their Social Press Kit later, the Academy of Nutrition and Dietetics had engaged an extremely influential group of dietitians, nutritionists and partner organizations to share powerful social media posts with their personal networks.
Supporters & Advocates
A successful awareness campaign requires a team of advocates: staff, partners and sponsors, influencers, committed volunteers, and others in the community, who share a vested interest in your cause. Posting on your company’s social channels is one way to reach your existing network and paid media may reach a new audience under the header of “Sponsored Ad.” But when someone is scrolling their newsfeed and sees that a family member, friend, neighbor, coworker–someone they know and trust–has shared something, they’re more likely to stop and take notice.
When a social post can be buried by news articles and cat memes in a matter of seconds, it’s increasingly important to activate as many supporters as possible, like the Academy of Nutrition and Dietetics did.
National Nutrition Month engaged thousands of influential professionals and organizations in the nutrition and dietetics field, resulting in over 6,000 social posts and asset downloads using Social Press Kit. Existing advocates already support your work and are likely willing to tell their friends, family and professional networks about your efforts, but they may not know what to say. It’s essential to equip this group with exactly what they’ll need to spread the word to their personal networks.
Cooking Up Content
The Academy of Nutrition and Dietetics created beautiful, eye-catching images and GIFs to accompany valuable facts, tips and tricks for living a healthier, more sustainable life. Instead of just posting these on their organization’s social media channels, they packaged the copy and visual assets on their Social Press Kit into ready-to-share posts for each social platform. Since Social Press Kit allows you to pre-populate the text for these posts to accompany each visual asset, the Academy of Nutrition and Dietetics could ensure their supporters were sharing on-brand, approved content, as well as leveraging the #NationalNutritionMonth and #eatright hashtags.
Given that each Social Press Kit is a living digital hub for your social content, you can easily manage and update your information from the backend. Even if the SPK link has been distributed in a mass email campaign and has already been forwarded along by your partners, you can effortlessly make changes to the SPK without resending information. This way your advocates are always guaranteed the most accurate, up-to-date information.
Sweet Success
Your advocates care, but there are countless barriers to sharing, whether it’s lack of information, technical difficulties, or simply too many steps between copy/pasting the suggested text, downloading the asset, and creating the post. Making it as simple as possible for your network to share powerful content multiplies your outreach and impact exponentially.
The Academy of Nutrition and Dietetics took their completed SPK, which lives on a unique, customizable URL, and easily distributed it to their advocates. By the end of National Nutrition Month, and over 18,000 visits to their Social Press Kit later, the Academy of Nutrition and Dietetics had engaged an extremely influential group of dietitians, nutritionists and partner organizations to share powerful social media posts with their personal networks. Not only did The Academy of Nutrition and Dietetics see great participation in their awareness campaign, with Social Press Kit analytics, they were able to easily track SPK visits and posts to inform strategy for future campaigns and report on their success.
Social Press Kit is honored to support the incredible work of organizations like The Academy of Nutrition and Dietetics as they work to create positive change. Ready to start activating your supporters?
At Social Press Kit, we are passionate about making it easier for our nonprofit community to access the tools they need to support and grow their cause. We’re happy to offer a 50% discount to registered nonprofit organizations.
