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Description
Public support is essential to raise the profile of our agenda and to create pressure on politicians. More people see our key messages, the greater the impact on legislators and therefore on having the key changes passed. Therefore we need to optimise our communication with the public with the aim to maximise its organic outreach, to use our capacities for its evaluation efficiently and improve our use of the communication channels. These changes will be achieved via new internal processes set up, changes in our website and by deepening our internal know-how in social media and direct mailing. The target groups of the project are: our team, partner organisations and the public.
Summary of project results
The public helps Reconstruction of the state to promote issues and create pressure on politicians to push for key changes and is therefore our core mission to provide them with accurate information about our activities and goals. Reconstruction of the state''s PR team lacked some skills essential in an ever-changing world of online communication necessary to reach a wide audience.
The employees took 4 courses, through them we better understood how new trends in ad content targeting work on social media, email marketing and SEO. At the end of the project we organised the workshop for the representatives of NNO, who cooperate with us, where we shared our new know-how with them. Thanks to workshop we share our knowledge with 26 participants from 23 organisations.
Over six months, we increased visits to our website from search engines by almost 24%. In the DSA campaign, where we leveraged new targeting, the cost per lead dropped to CZK 1.05 to 1.15, significantly less than before. This knowledge and expertise will certainly be useful in the future and can be applied to any other awareness and advocacy communication campaigns that Reconstruction of the state will conduct.