Spreading Kindness, One Poem at a Time
PA Humanities was eager to show off its new brand just in time for the nonprofit's signature initiative, the PA Kindness Poem Project. The organization needed a partner who could increase visibility for the brand and the Poem Project through an integrated campaign including video production, public relations, and paid and organic social media strategies.
An Integrated Approach
PA Humanities tapped Maven to help raise awareness of the organization’s rebrand and signature initiative, the PA Kindness Poem Project. Inspired by Amanda Gorman, the year-long PA Kindness Poem Project invited Pennsylvanians from across the state to share messages of generosity, unity, healing, reconciliation, and peace on social media. The messages of hope were used by Philadelphia Poet Laureate Trapeta B. Mayson to create a citizen-inspired poem, “Kindness Lives Here,” released on World Kindness Day 2021.
Maven worked with PA Humanities to produce a video recitation of the poem featuring notable Pennsylvanians from throughout the state – including PA First Lady Frances Wolf, PA Second Lady Gisele Fetterman, famed Flyers mascot Gritty, racing legend Mario Andretti, news anchor Nydia Han, and more.
The marketing video was further amplified through an integrated, multi-faceted communications campaign, including traditional media relations, strategic organic social, and paid social advertising.
To drive traffic to the new website and encourage sign ups to the newsletter, Maven used a targeted paid social media strategy. To date paid media resulted in: 51K brand impressions; engagement rate of 28.3%; 248 clicks to the website; and 57 new sign ups for the newsletter.
- Feature media placements in Pittsburgh Post-Gazette, Al Dia, CBS 3, and more
- Full scale video production included recruiting and securing on-screen talent
- Organic and paid social media campaign surpassed client objectives across all metrics
"We engaged Maven to help launch our new brand and raise awareness about PA Humanities impact across the state. They immediately got us and understood what we wanted to do. The team was creative, thoughtful and enthusiastic, and successfully executed a great campaign. It was a pleasure working with them."Sr. Director of Content and Engagement
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