Month of the Military Child
Photo Contest and Giveaway
Sharing the stories of Edwards Air Force Base through digital storytelling
Milmark Award Winner
Installation: 412th FSS, Edwards AFB
Category: Digital, Social, or Mobile Marketing
Year: 2023
Campaign Summary
During the execution of March Customer Appreciation events, one main highlight including a carnival and petting zoo was halted due to extreme weather conditions and the subsequent cancellation of the event. In a rapid pivot, planning teams decided that the Month of the Military Child in April would be an ideal time to deliver a fantastic event for the community. We were presented with a challenge because there was only one month available to get the word out and achieve maximum participation for what would be called, “Month of the Military Child Celebration”, an event that would include a petting zoo, food trucks, games, bounce houses, and entertainment booths provided by community partners.
Our objective was to get the word out about the Month of the Military Child Celebration using digital platforms Facebook and Instagram by channeling user-engaged content. We also wanted to highlight favorite attractions from the cities surrounding the base or across California to draw interest in our adventure opportunities through Oasis Information, Tickets, and Travel, our on-base booking activity.
Relevance to Category (Digital, Social, or Mobile Marketing)
The campaign utilized all digital platforms including social media, the website, and our text messaging service. While providing a unique opportunity to capture user engagement and curate user-generated content, the strategy elevated traffic on our website and social media pages.
Campaign Overview/Objectives
During the execution of March Customer Appreciation events, one main highlight including a carnival and petting zoo was halted due to extreme weather conditions and the subsequent cancellation of the event. In a rapid pivot, planning teams decided that the Month of the Military Child in April would be an ideal time to deliver a fantastic event for the community. We were presented with a challenge because there was only one month available to get the word out and achieve maximum participation for what would be called, “Month of the Military Child Celebration”, an event that would include a petting zoo, food trucks, games, bounce houses, and entertainment booths provided by community partners.
Our objective was to get the word out about the Month of the Military Child Celebration using digital platforms Facebook and Instagram by channeling user-engaged content. We also wanted to highlight favorite attractions from the cities surrounding the base or across California to draw interest in our adventure opportunities through Oasis Information, Tickets, and Travel, our on-base booking activity.
48th FSS Marketing Team
Timeka Alesia Lucio, Marketing Director
Emily Thornburg, Commercial Sponsorship Coordinator/Marketing Assistant
Tanna Ayres-Choice, Visual Information Specialist
Emily Bostwick, Visual Information Specialist
Jaelyn Ureta, Digital Media Assistant
Insights & Strategy
Based on social media insights, we saw a 75% increase in user engagement on posts that are closely related to the community. Our customers enjoyed seeing real pictures of people who looked just like them as well as hearing stories that resonated with their own experiences. We had found, however, that social media users in the community were less comfortable with posting their photos online and tagging our accounts to share them. Within micro-groups and communities on Facebook, parents felt more comfortable sharing personal photos and expressing their experiences online. Parents and guardians also use Facebook Groups to seek out activities for their families within the surrounding areas, especially on weekends, constantly asking the question, “What is there to do here?”
Concept/Big Idea
Our approach was to launch a digital photo contest targeted towards parents and guardians of children with a call to action to share photos of their most memorable moments with their military children. Entering the contest offered the chance to win a Fujifilm Instax camera, a trendy item for both kids and adults. As participants share their stories, the community will subsequently learn about family-friendly activities in California, many of which can be booked through our Information, Tickets, and Travel activity.
Tactics/Creative Execution
We presented the idea of the Month of the Military Child Photo Contest as an alternative to asking people to tag us on social media images. Instead, we asked them to submit their photos with a short narrative about the photo through a web-based form on our website. We presented the concept of “favorite places” across their journey throughout the Air Force at installations whether Edwards or elsewhere. Our goal was to capture real people with their children experiencing many sights that can be enjoyed in the cities surrounding the base, inspiring them to consider Information, Tickets, and Travel as a source for discovery.
We released a visually stunning graphic that was simple, yet effective, illustrating easy steps to enter with a QR code. The digital advertisement was first distributed in the micro-groups on social media, in a flyer and poster format at our Spring event, and placed on Digital Ad screens and within youth facilities for parents.
As entries were received, we created two galleries for viewing the photos and reading the narratives, a Facebook Album, and the FSS website. Entries were given unique posts placed directly on FB and IG feeds using the hashtag #412momc.
Results
The Month of the Military Child Photo Contest received 45 entries. Promotion of the contest in tandem with the Month of the Military Child Celebration at the end of the month delivered 1200 participants to the event. FSS social media captured 6.2K impressions, 515 engagements, and 7.5K website visits. We effectively delivered Air Force storytelling directly from our members with visual depictions of their most cherished moments. The campaign organically curated content highlighting popular trips booked through Information, Tickets, and Travel such as Disney and Universal Studios.
Brand Building
We built our FSS brand by doing research and reviewing past analytics for social media campaigns that called for user- generated content. As a result of our research, we adjusted our approach to achieve optimal results during our campaign. Through social listening in micro-communities, were were able to ascertain the best way to gain a response from our social media and website participants. The theme of 2023 was, “making 93523 the Best Zip Code in the Air Force”. Showcasing testimonials from around the community provided authenticity to the theme with personal snapshots included.
Additional Information/Insights
The Month of the Military Child Photo Contest provided a great opportunity to get a virtual snapshot into the world surrounding Edwards Air Force Base. Through simple family photos, recreation, entertainment, and exciting attractions were highlighted by members of the community who chose to share their moments. We now have a digital archive with specific mentions of Edwards AFB, which happens to be located in the middle of nowhere, but at the center of everything.
