Providing Real, Timely Resources to Boost Engagement, Reach, and Credibility

Context & Challenge

Signal Centers — a nonprofit that runs health‑education and social‑service programs in Hamilton County — has two core marketing goals:

• Establish the organization as the go‑to subject‑matter expert for the issues its programs address.

• Grow follower engagement and overall reach on Facebook.

When the SNAP‑benefits deadline approached at the end of October 2024, many families faced imminent food‑insecurity. Signal Centers needed a fast, trustworthy way to share up‑to‑date food‑resource information without overwhelming the audience.

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Objectives

• Publish a concise, easy‑to‑navigate food‑resource guide for Hamilton County. 

• Achieve organic reach that exceeds the best paid‑ad performance.

• Drive meaningful interaction and modest follower growth.

• Secure at least one local media pick‑up to reinforce expertise.

 

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Strategy & Execution

• Research & Curate – Identified a handful of the most reliable, searchable food‑assistance sites (county pantry directory, mobile meal trucks, voucher portals). Kept the list to 3–4 key resources to avoid information overload.

• Mobile‑First Linktree – Built a simple Linktree landing page (mobile‑responsive) that housed the curated resources. Each link opened a searchable, up‑to‑date external site where users could enter zip code or neighborhood for precise results.

• Creative Post Design – Created a single‑image Facebook post with a bold headline, a brief description of the SNAP deadline, and a clear CTA: “Tap the link below for the latest Hamilton County food resources.” The post included the Linktree URL in the caption.

• Timing – Published on Oct 28, 2024 at 6 pm (peak local activity) — two days before SNAP benefits were set to expire.

• Organic Amplification –No paid spend; relied on community goodwill and relevance.

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Results

• Organic Views: 58.2 k 

• Interactions (likes, comments, shares, link clicks): 570

• New Followers: 46 

• Media Pick‑up: Secured coverage in the local news 

• Paid‑Ad Benchmark: Surpassed the previous top paid ad (~55 k views) with 58.2 k organic views.

• The post became Signal Centers’ highest‑performing organic piece to date, beating the best paid advertisement purely through timely, useful content.

 

Key Takeaways

• Short, Curated Lists Win – By limiting the resource list to a few high‑quality, searchable sites, we avoided overwhelm and encouraged users to click through.

• Linktree Mobile Landing Page – Providing a single, mobile‑friendly URL that redirects to up‑to‑date external databases gave users the most current information without requiring us to constantly update the list.

• Urgency Drives Virality – Posting just before the SNAP deadline captured a surge of interest, turning a community‑service post into a viral asset.

• Earned Media Reinforces Expertise – Coverage by the local news cemented Signal Centers’ reputation as a trusted resource hub.