CAREERS: The Next Generation's Facebook page has been around since April 2011, but lacked significant traffic. There were no company resources to code a proper landing page, and CAREERS' service is not instantly recognizable through a good photo.
A huge opportunity came when Facebook rolled out Timeline. The cover image was a place where CAREERS could state its mission (in very few words, as "wordy" cover images aren't allowed).
There was also a small budget for some Facebook ads. Just enough, it turns out, to take the page from 75 fans to 439 in one month (a growth of 485%). And more importantly, to shift the primary fan audience from 35+ to our target age range of 13-17. At the beginning of the campaign, 6% of the fans were in the target age range; now 72% of them are. Our daily reach has increased from an average of 5 or 6 to an average of 1,000.
The best part? Our viral reach remained strong post-campaign, with a daily average of 800 to 1,400 users.