Scope
New York Mid-Atlantic Caribbean Regional Genetics Network (NYMAC) is a federally-funded organization that serves providers and families seeking genetic resources.
On a mission to improve access to information and genetic services within Delaware, the District of Columbia, Maryland, New Jersey, New York, Pennsylvania, Puerto Rico, the US Virgin Islands, Virginia, and West Virginia, NYMAC needed a digital voice to reach its vast audience. This purpose-driven organization tapped our team to lead all marketing efforts and leverage our agency’s ability to utilize social media to make a social impact.
Tactics
- Branding
- Content Creation
- Consulting
- Digital Marketing Strategy
- Social Media Advertising
- Social Media Management
- Social Media Training
Challenge
Access & Inclusion
NYMAC’s network of health care providers, families, public health groups, and other partners all share one common goal: Assist in making genetics resources straightforward, accessible, and more inclusive. Our challenge was to unite NYMAC’s entire network by bringing its multifaceted mission to life and bring important information, education, and resources to stakeholders across the regions they serve.
Our Approach
In order to build a long-term social media strategy, we executed the following:
Branding & Strategy
- Crafted a Sellable Story
- Identified a unique Brand Voice
- Developed custom logos and branding for the client’s annual meeting
- Created a logo for themed social content, ‘Quick Facts by NYMAC’
- Identified key target audiences
- Developed a Communication Guide
- Developed a Channel Strategy
- Crafted NYMAC’s Content Strategy
Social Media Management
- Audited NYMAC’s existing social media channels and performed a Social Strategy Roadmap
- Defined appropriate social media platforms and optimal posting schedule
- Outlined NYMAC’s unique content categories
- Collaborated with client’s team on content ideation
- Created a content management system to collect content from many stakeholders
- Executed daily platform and community management across (3) social networks: Facebook, LinkedIn, and YouTube
- Provided client with monthly performance reports and a live dashboard
Social Media Advertising
- Created targeted campaigns for specific demographics, including native Spanish and English language ads
- Performed A/B testing with variations of copy, headlines, and ad creative
- Created custom videos aimed to raise awareness and provide education to a niche audience
- Executed paid social media ads across Facebook and LinkedIn
- Paid efforts focused on engagement, reach, and increasing audience per platform
Behind the Scenes
Effective social media management is never achieved with a one-size-fits-all solution. At FMN Creative, we customize our strategies for each individual client. For NYMAC, this meant we had to foster collaboration amongst many stakeholders that work across state teams, unify the organization’s brand voice, and create solutions that worked to support both single initiatives and larger organizational efforts.
