This past fall, Sean Tracey Associates created and designed a “win-win” way for Town and Country Federal Credit Union (T&C) to (1) launch their brand in social media, (2) conduct an online charitable giving campaign, and (3) grand open their latest, largest branch—all in one fell swoop! The idea was to meet the new branch’s neighbors and at the same time do something really good for their new community, so T&C decided to give away $25,000 in grants to local organizations. STA recommended the use of social media as a viral media platform to allow community members to vote for which charity they valued most, so that T&C didn’t have to chose themselves from among all the worthy candidates.
As construction on the new branch continued throughout the Fall, in into one of the hardest, coldest, snowiest winters on record, T&C solicited and received 36 nominations from the public for local charitable organizations (in November 2010). In December, the organizations were urged and helped by STA and T&C to create a buzz and get the word out to their fans online. Online voting began on January 1st through Town & Country’s Facebook page. People were encouraged to visit the TCFCU Facebook page and vote for up to 8 organizations once a day. STA managed all T&C’s social media (FaceBook, Twitter, etc) throughout the entire process, produced the Better Neighbor Fund logos and artwork, and created and tracked the online voting page.
On February 10, 2010,the Better Neighbor Fund grant winners were announced during a reception at the new Forest Avenue Branch. All the 36 charities were invited to the branch for the announcement, and the room was full (on a cold night in February, mind you) and the excitement and anticipation was thick! Three grand prize winners received $5,000: Big Brothers Big Sisters of Southern Maine, The Center for Grieving Children and The Cancer Community Center. And five winners received $2,000: Make a Wish Foundation of Maine, Family Crisis Services, Stone Soup Food Pantry, Sexual Assault Response Services of Southern Maine and Wayside Food Programs. A total of 8,802 ballots were cast with 70,416 votes submitted on TCFCU’s Facebook page. Sean Tracey Associates and Town & Country Federal Credit Union couldn’t be happier with the results. The online contest brought in thousands of new visitors to their new Facebook page, increasing their page traffic by more than ten times.