Winner: American Institute of CPAs – Feed the Pig Weekly Savings Tip
AICPA’s national financial literacy PSA campaign encourages 24-34-year-olds to save for long-term financial security. As part of that initiative, the Feed the Pig campaign delivered a savings tip sent to subscribers via e-newsletter each week. In March 2011, AICPA introduced FANtastic Friday Savings Tip, a monthly e-tip generated by fans’ submissions via social media. FANtastic Friday was promoted across multiple communications platforms, including the organization’s Web site and via social media. The results: Fan growth tripled to 150 likes per month, and views of Facebook posts increased 187% from the year before. —RD
Honorable Mentions:
The American Institute of Architects – AIArchitect E-Newsletter and Landing Page: To reach a varied membership of 80,000, the AIA’s biweekly combined traditional long-form content with videos, infographics and slideshows.
Robert R. McCormick Foundation – Insights: Robert R. McCormick Foundation External E-Newsletter: The Insights quarterly provides a deep dive into a specific topic, including feature articles, interviews and a multimedia format. The inaugural issue generated a 25% view rate among stakeholders.