Multi-channel Campaign: Influencers #CSProudSquad
Coral Springs is committed to building stronger relationships within our community, through effective communication and engagement. To further our mission, the city launched #CSProudSquad influencer campaign. The three-month pilot program was created to establish city influencers, interact with residents, and receive feedback directly from community members.
The influencer campaign allowed engaged residents to share their experience with a broader audience, while showcasing why our city is such a great place to work, live and raise a family. The result of the program, an increase in creative content to our platforms and a significant increase in engagement impressions and followers on Instagram.
Our adaptable program had residents serve as ambassadors, create new perspectives, and generate positive conversations. Private enterprise and industry utilize social media influencers to generate conversations around products and services, we implemented that concept for use by municipal government and are proud of its success.
Social media changed the way we communicate, engage, and interact with one another. Many of our residents have expressed their love of our city’s parks, art, restaurants, and sunsets on various digital platforms. The influencer campaign allowed those residents to share their experience with a broader audience, while working directly with our digital communications team.
The goal of the program was to strengthen the bonds within our community while showcasing why Coral Springs is such a great place to work, live and raise a family.
Through a public announcement during a televised Commission Workshop, an issued press release and video call to action on Instagram, we asked residents and local businesses owners to apply to serve as a member of the ‘CS Proud Squad’ team for a three-month Instagram campaign. Participants applied online, providing their Instagram handle and select photos for consideration. With 30 submissions, the team selected 10 influencers who represented the diversity of our flourishing community.
Selected participants committed to posting photos showcasing the City of Coral Springs on their Instagram feed and Instagram stories using #CSProudSquad within the post captions. Participants were professionally photographed and introduced to the public on Instagram.
Participant posts and stories were shared on our city’s verified Instagram account elevating the voice of members of our community. As a result, the city achieved the following outcomes:
Influencers generated unexpected/creative content around the city which added a new style to our Instagram account.
Content created was beneficial during the COVID-19 environment, focused on parks, mental health and supporting local businesses.
The diversified content generated greater conversations with residents through comments, likes and shares.
Through well-performing posts, staff was able to repurpose the content for other city-owned pages including Economic Development and Parks & Recreation.
The success of the program was defined by two components of the program: valuable content and engaged ambassadors within our community. Engagement on Instagram incremented by 20% due to the new content generated by program members:
Instagram Follower Increase:
1,041 (increase held consistent compared to the previous three months)
Messages Received:
947 (79% increase compared to previous three months)
Total Impressions: (Impressions is the number of times all of your posts were displayed to a user)
548,545 (74% increase compared to previous three months)
Influencer content on-average doubled impressions, compared to our city-generated posts.
On average, our city posts generate 2K – 4K impressions per post (with a few outliers). The content generated by our influencers had on-average a total of 4K – 8K impressions per post – with the highest performing 10.5K impressions.
Engagement (Engagement is the number of times users liked, commented, and saved your posts.)
16,440 (99% increase compared to previous three months)
