This document provides recommendations for improving promotion and engagement for the #milk4kids campaign, which collects milk donations for families in need. It suggests increasing social media promotion in advance through more original tweets, hashtags, and visual content. It also recommends preparing grocery stores further in advance, diversifying donation locations, providing volunteers with talking points, and reconsidering the timing or expanding the number of donation events. The overall goal is to inform and engage more community members to help those in need.

1. #milk4kids
Amy Carey, Allisha Anderson, Taijhe Kelly, Josh
Trecartin and Sophie Ford

2. Contact
● Local media
o Radio stations
 94.1, 96.1, 98.5, 101.9, 103.7, 104.5, 105.9, 1110AM
(KFAB), MavRadio
o TV stations
 KETV, WOWT, KMTV, KPTM
o Print media
 Omaha World-Herald, Omaha Magazine, community
papers (Bellevue Leader, Papillion Times)

3. Contact
● Omaha thought leaders
o Warren Buffett, Greg McDermott, Jean Stothert,
Jack and Jack, @MeanStreetsOMA, UNO
 In total, this group has over 1.8 million followers
on Twitter.
 Reach out, see if these people will retweet, post
on Facebook or tweet about the cause.

4. Inform
● Create a sharable blog post, Tweet or
Facebook status with all the information
about Milk4Kids.
o Include the #milk4kids when posting on Twitter.
o Include the link to donate and information as to
where and when events will take place in the post.

5. Tweeting More Ahead of Time
● Most of the #Milk4kids tweets happened on the day of the event.
● If more people were tweeting about the event in the weeks prior to
it happening, more people would probably discover the event on
twitter.
● Those people could then share even more.
● Overall, more people would find out about the event.

6. More Original Tweets
● Many of the tweets on the day of the event
were either retweets or very similar sounding
tweets.
● It would give more authenticity to the tweets
if the tweets were more original/incorporated
pictures and videos in the tweets.

7. Hashtags
● We used the #Milk4kids hashtag for the
event, but by using more hashtags people
would be more likely to discover it on Twitter.
● Using hashtags like #bakers and #omaha
would broaden the audience that might see
the tweets.

8. Prepare Bakers Stores in Greater Advance
Visual materials in Bakers stores were presented the
day of the event for the 1st time
● Advertise throughout the store for entire month prior
● Place event material in Milk and Dairy sections
● Place event material in Milk complimentary food sections like:
o cereal
o cookies
o chocolate syrup
MilkLife.com was the top domain in the entire NodeXL graph
name exposure raises campaign awareness
site statistics may encourage shoppers throughout the month to donate

9. 53K Twitter Audience Potential for Milk4Kids
Discovered through NodeXL Hashtag Ranks
For the ENTIRE NodeXL graph
#girlscout ranked 7th and #milkandcookies ranked 8th for hashtags
Milk4kids event ran during local Omaha Girl Scout Cookie sales
@girlscoutsNE = 1,620 Twitter followers
@girlscouts (Official Girls Scouts feed) =51.4K Twitter followers
*Potential Partner = Potential Audience*

10. Don’t underestimate Instagram...
● 30% of the top 5 NodeXL Tweet graphs
were of Instagrams
● Those pictures were really worth 3,000
words/Tweets!

11. Pictures and Videos
● When tweeting make sure to provide more
pictures and videos.
o Such as: people donating milk or money and
volunteers helping out.
● People are more likely to select a video or
picture and see what it’s all about.

12. Broaden Donation Opportunities
● Try and get more stores to participate such
as:
o Walmart, Target, & Hyvee.
● Host the event during warmer weather, or
further into the store. (The front of the store
was uncomfortably cold in February.)
● People might be in a more generous mood
during the holiday season.

13. Have a script/talking points
● Provide a script that can be read over the
store intercom periodically
● Provide talking points for volunteers
● Brief the volunteers prior to the event
● Hand out general information fact cards

14. Diversify the volunteer pool
● Seek out more volunteers from more schools
● The more schools we pull volunteers from,
the more people will know about the
event/spread the word
● Reach out to public figures

15. Conclusion
● Better event planning
● More social media promotion
● Reconsider time of year for event, or hold
multiple events
● Broaden volunteer base/include local public
figures