National Guard Energy Lab

Facebook Marketing and Advertising Campaign

Carousel30 partnered with RedPeg Marketing on the National Guard Mobile Learning Center Program (MLCP) Facebook Marketing Campaign to promote the Guard's first officially sanctioned Facebook presence outside its main page. Our team developed and executed a strategy to increase Facebook page fans through the creation of three Facebook tabs and a Facebook advertising campaign. At the conclusion of the project, the National Guard's fan goal was met three times over with a 2,781 percent increase.

The Mobile Learning Center (the "Energy Lab") is a rapid deployment vehicle traveling the nation to teach math and science to students in underserved communities. The Energy Lab houses a 24-seat on-board theater and four cutting-edge experiences representing the elements of Earth, Water, Wind and Fire. It is designed to expose students to math and science concepts, using the platform of energy and the environment, and fuel their curiosity through hi-tech, competitive interactions.

The goal behind the campaign was fourfold including to:

• Increase the reach of the MLCP beyond the students, educators and parents who have visited the Energy Lab.
• Create an online portal that is accurate and up-to-date.
• Continue the conversation with students beyond the Energy Lab experience to keep them engaged, interested and excited about science, technology, engineering and mathmatic (STEM) fields. 
• Increase the fan base of The National Guard Energy Lab Facebook page so that there is a larger audience to interact and engage with.

In order to create a more engaging Facebook page, our team designed and built three custom Facebook tabs that included PDF downloads with Google Analytics tracking. To drive traffic to the page, we developed a media strategy and managed the ad buys throughout its three month flight.

At the campaign's close, the Energy Lab's Facebook page experienced a 2,781 percent increase in fans, a 9,000 percent increase in fan engagement and a 54 percent conversion rate of visitors to fans.