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#LoveMyGreenway
Mini Campaign Results

As part of the community-outreach campaign to
encourage active, visible participation by Blount
Community members in support of the Greenway
expansion project, our team recommended a social media
“mini” campaign during a six-week time duration from
September 27 through November 10, under the hashtag
#LoveMyGreenway.

Purpose: Generate inbound, authentic, grassroots
content from Blount residents, businesses and
stakeholders that articulates a genuine love and
enthusiasm for Blount’s existing Greenway system and
additional support for its expansion, in ways that are
visible, quantifiable and persuasive to larger circles of
influence throughout the Blount County Community—
particularly as a gauge of constituent support relevant to
elected officials and funding sources.

A contest platform, Wishpond, was selected for the
contest after diligent research of the best and most
affordable contesting platforms. Rules of promotion
and gift card and prize dollar amounts were then
determined and businesses to provide the gift cards
were sought.

In preparation for the launch of the contest, social
media assets were created for the Greenway including
a Facebook account, Twitter account and Instagram
account.
Social media posts were made to start building a
following to ensure we could achieve ideal
impressions and engagement during the contest.

#LoveMyGreenway social media promotion official
rules were posted, with a link to the rules included in
the promotional launch.
Outreach via e-mail was made to relevant Blount
businesses and merchants, asking for social media
participation and support.
A news release was distributed to launch the contest.

#LoveMyGreenway promotional graphics were
created for use on the Greenway social media
accounts.

Paid posts (targeting Blount County) were made for a
total of $200 through Facebook.
Ramp up with week one posts were made by the MTT
task force members using the hashtag to get the ball
rolling.

A social media plan and calendar was created with
three-time-a-week posts building the following and
raising awareness for the contest.
Each week, a winner was selected and notivied via
email and social media.

#LoveMyGreenway Campaign Results

Area businesses including Cycology, Little River
Trading Company and Sullivan’s Downtown provided
multiple prizes for the contest, along with Grains &
Grits Festival tickets.

Organizations sharing posts:
East Tennessee Wanderers, Knox County Parks & Rec,
Knoxville Track & Field Club, Outdoor Knoxville, Tennessee
Mountain Laurel Festival, Knoxville Regional Bicycle
Program, Sevier County Visitors Bureau, Summer on
Broadway, Maryville-Alcoa-Blount County Parks &
Recreation, Dancing Bear Lodge and the Blount Chamber

The news release announcing the contest was picked up by
The Daily Times, WATE and WVLT, resulting in 322,048
media impressions.

Overall, the contest generated nearly 70,000 impressions
through Facebook, Twitter and Instagram, and over 3,000
engagements.

A strong number of community members visited the
lovemygreenway.com website to vote for their favorite
Blount Greenway System photos. The total number of
voters for the six weeks was 594, averaging about 99
voters each week of the contest.

The contest received 69 photo entries during the course of
the contest, providing many beautiful photos for future use
of the Blount Greenway System.

In total, the contest platform received 2,445 views with 347
conversions—translating into 347 opted-in contacts for a
potential Maryville-Townsend Greenway email list and
database.

The social media following for the Greenway grew through
the contest. The Facebook page currently has 759
followers, Instagram has 78 followers and Twitter has 38
followers. These social media assets are still relatively new,
and we expect these numbers to continue to grow.

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Facebook Lifetime Total Likes

The #LoveMyGreenway Contest was successful in the
following areas:
1. Building a quantifiable and visible following for the
Greenway.
2. Spreading awareness, enthusiasm and support from the
community.
3. Creating a foundation for the next steps in community
outreach, interest from elected officials and funding.

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#LoveMyGreenway Campaign Results

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#LoveMyGreenway Campaign Results