Cassaundra Ellis
Public Relations Emphasis
Project Summary
The Rexburg Free Clinic is a beacon of hope for the underserved population in the Rexburg, Idaho area. This nonprofit healthcare organization is driven by the belief that quality healthcare should be accessible to all, regardless of financial or social status.
They provide a range of free services, including physical therapy, general health, mental health, women’s health, preventative care, chronic disease management, and dental care, among others. The clinic’s efforts are solely funded by donations from individuals, organizations, and local businesses that share the same commitment to providing healthcare services to those in need.
I had the privilege of becoming the social media manager for the Rexburg Free Clinic as part of my senior project. My goal was to increase awareness of the clinic’s services and accelerate their efforts in recruiting patients, volunteer providers, and funds.
I developed a comprehensive communications strategy that focused on Facebook, Instagram, and the clinic’s website. Through visually appealing and informative social media posts and updated website content, we were able to engage the community, resulting in increased website traffic and more people learning about the clinic’s mission.
My senior project was not without its challenges. I had to be creative in finding ways to engage the community, and I had to come up with unique ways to make our social media posts stand out in a highly competitive digital landscape. However, these challenges allowed me to develop resilience, problem-solving skills, and adaptability, all of which are critical skills in today’s world.
Working with the staff, volunteers, and patients at the Rexburg Free Clinic was a humbling experience. It taught me the importance of collaboration, effective communication, and empathy in building and sustaining meaningful connections. I am proud of the contributions I made as the social media manager, and I am confident that my efforts have made a positive impact on the lives of many in our community.
Goal: To increase awareness of the Rexburg Free Clinic’s services and accelerate their efforts in recruiting patients and volunteer providers.
Target Audience: Underserved population in the Rexburg, Idaho area
Platforms: Facebook and Instagram
Messaging: Quality healthcare should be accessible to all, regardless of financial or social status. The Rexburg Free Clinic provides a range of free services, including physical therapy, general health, mental health, women’s health, preventative care, chronic disease management, and marriage counseling, among others.
Campaign Plan/Strategy
- Create a Social Media Content Calendar: Develop a social media content calendar with visually appealing and informative posts for both Facebook and Instagram. Posts will highlight the clinic’s services, patient stories, volunteer opportunities, and community events.
- Use Hashtags: Use relevant hashtags to increase the reach and visibility of social media posts. For example, #RexburgFreeClinic, #HealthcareForAll, and #CommunityHealth.
- Collaborate with Community Members: Partner with locals, such as community leaders, health professionals, and volunteers, to amplify the clinic’s mission and reach more people.
- Create Free Community Events: Host free community events, such as health fairs, health screenings, and workshops, to engage with the underserved population in the Rexburg area. These events will provide an opportunity for the community to learn about the clinic’s services, meet volunteers and providers, and receive free healthcare services.
- Utilize Instagram and Facebook Stories: Use Instagram and Facebook Stories to share behind-the-scenes content, highlight patient stories, showcase volunteer efforts, and promote community events.
- Encourage Patient Reviews: Encourage patients to share their experiences at the clinic on social media and online review sites, such as Yelp and Google Reviews. Positive reviews will help increase the clinic’s credibility and attract more patients.
- Measure and Analyze Results: Track social media metrics, such as engagement, reach, and impressions, to measure the success of the campaign. Analyze the data and adjust the content and strategy accordingly to ensure maximum impact.
Conclusion
The Rexburg Free Clinic Social Media Manager campaign is a comprehensive social media and community outreach plan designed to increase awareness of the Rexburg Free Clinic’s services and engage with the underserved population in the Rexburg area. By leveraging social media platforms, creating free community events, and collaborating with local influencers, we can make quality healthcare accessible to all.
How My Project Has “Moved the Needle”
I am proud to say that my senior project as the social media manager for the Rexburg Free Clinic has moved the needle in increasing awareness of the clinic’s services and engaging with the underserved population in the Rexburg area. Through a comprehensive communications strategy on Facebook and Instagram, we have been able to reach a larger audience and share the clinic’s mission.
On Instagram, our efforts have resulted in a significant increase in reach and engagement. From January 12 to March 10, we reached 1,420 accounts, which was a 75.5% increase compared to the previous period. We also saw an 85.1% increase in engagement, with 200 accounts engaged during the same period. In terms of followers, we gained 42 new followers, which was a 4.2% increase.
On Facebook, our post reach and engagement saw a decline from December 12 to March 11, with a 40% decrease in post reach and an 85% decrease in engagement compared to the previous 90 days. However, in the last 28 days, from February 12 to March 11, we saw a significant improvement in our Facebook metrics. Our post reach increased by 111%, reaching 7,342 accounts, and we received 774 engagements, which was a 54% increase. We also gained 15 new followers, a 200% increase from the previous 28-day period.
Overall, my senior project as the social media manager for the Rexburg Free Clinic has made a positive impact on the clinic and the underserved population in the Rexburg area. Through my efforts, I was able to develop important skills such as resilience, problem-solving, and adaptability, and contribute to a meaningful cause that aligns with my values.
Future Goals for The Rexburg Free Clinic
- Increase reach and engagement on both Facebook and Instagram.
- Promote the clinic’s services to the underserved population in the Rexburg, Idaho area.
- Recruit more patients, volunteer providers, and funds.
- Maintain a consistent and visually appealing social media presence.
Plan for the future Social Media Managers
- Develop a social media content calendar for both Facebook and Instagram. Posts should highlight the clinic’s services, patient stories, volunteer opportunities, and community events.
- Use relevant hashtags to increase the reach and visibility of social media posts. For example, #RexburgFreeClinic, #HealthcareForAll, and #CommunityHealth.
- Collaborate with locals, such as community leaders, health professionals, and volunteers, to amplify the clinic’s mission and reach more people.
- Host free community events, such as health fairs, health screenings, and workshops, to engage with the underserved population in the Rexburg area. These events will provide an opportunity for the community to learn about the clinic’s services, meet volunteers and providers, and receive free healthcare services.
- Use Instagram and Facebook Stories to share behind-the-scenes content, highlight patient stories, showcase volunteer efforts, and promote community events.
- Encourage patients to share their experiences at the clinic on social media and online review sites, such as Yelp and Google Reviews. Positive reviews will help increase the clinic’s credibility and attract more patients.
- Track social media metrics, such as engagement, reach, and impressions, to measure the success of the campaign. Analyze the data and adjust the content and strategy accordingly to ensure maximum impact.
- Maintain a consistent and visually appealing social media presence by using high-quality images and consistent branding across all social media platforms.
- Engage with followers and respond to comments and messages in a timely and professional manner to build and sustain meaningful connections with the community.
Pieces of advice for the following Social Media Managers
- Understand the organization’s mission and target audience: Before creating any social media content, it is important to understand the Rexburg Free Clinic’s mission and target audience. This will ensure that your content is aligned with the organization’s goals and resonates with the people it serves.
- Focus on engagement: Engagement is a key metric for social media success. Encourage the audience to engage with the clinic’s social media posts by asking questions, running polls, and creating interactive content that encourages feedback.
- Create a content calendar: A content calendar helps keep social media efforts organized and consistent. Plan out content in advance, including social media posts and campaigns, so that the clinic’s social media presence remains active and engaging.
- Utilize visual content: social media is a visual medium, so it’s important to include eye-catching images and videos in your social media content. This will help the clinic’s social media accounts stand out in a crowded digital landscape.
- Experiment with different types of content: social media is constantly evolving, so it’s important to experiment with different types of content to see what works best for the clinic’s audience. This could include Instagram Reels, Facebook Live videos, or even TikTok videos.
- Monitor metrics and adjust content accordingly: Keep an eye on social media metrics, such as engagement, reach, and impressions. Analyze the data and adjust the content and strategy accordingly to ensure maximum impact.
- Collaborate with local partners: Partner with local organizations and influencers to amplify the clinic’s message and reach more people. This could include co-hosting events or running social media campaigns together.