Page 43 - 2021 IHSAA Annual Report

OUTREA CH + COMMUNICATIONS

OUTREACH + Influencer Campaigns Our solution was reached and realized because

of ingenuity and teamwork—we developed a
Sometimes necessity is the mother of
proprietary technology that, with the help of
invention, and that applies here. The
Association did not think it wise to spend our member-schools, allowed our messaging
to reach a significant number of individuals.
funds on media buys because of uncertainties For each campaign, we sent high-quality,
stemming from the pandemic. However, we
COMMUNICATIONS needed to reach the masses cost-effectively, shareable content to all member-schools.
so we looked to social media influencer
The content was automatically routed to
campaigns.
each school's social media channels with the
people saw the content through reposting,
The IHSAA has over 160,000 social media click of a button. An astounding number of
followers. That said, when we send a tweet, commenting, and sharing.
it's seen by a significant number of people.
We helped our member-schools reach more
people by providing high quality content—
and, hence, our member-schools became
our "influencers."

SOCIAL MEDIA BY THE NUMBERS

POSTS CREATED BY THE IHSAA 200

POSTS CREATED BY THE IHSAA + INFLUENCERS 14,036

Reaching Out, Even When Times While outreach campaigns vary from year
are Tough to year in their subject matter and how the 1,935,687
content is delivered, the pandemic required TOTAL PEOPLE REACHED
The IHSAA is a member-based organization us to find whole new creative ways to get
which means we exist to serve our member- our members the same quality content 43,303,240
schools. In that spirit, each year, the we consistently produce. Not only did the TOTAL IMPRESSIONS MADE
Association produces outreach campaigns production and distribution of physical
that are created and based on feedback materials need to be reevaluated, but the
received from our membership. IHSAA had to figure out a way to effectively
reach the masses without buying media as it
The IHSAA puts a great deal of energy and traditionally does.
resources into its outreach, in large part A special effort was made
to satisfy a responsibility of protecting to promote the boys
education-based athletics. Our campaigns basketball tournament
bring attention to the importance of high while the state of Indiana
school sports in our state and, by doing so, simultaneously hosted
protect, nurture, and sustain the product of NCAA March Madness.
Indiana's education-based athletics. Graphics like these,
promoted on social media,
celebrate our state's
The IHSAA had to adapt last year. That basketball heritage.
meant relying more on digital media than
ever before to reach audiences.

40 INDIANA HIGH S CHOOL A THLE TIC ASS OCIA TION INDIANA HIGH S CHOOL A THLE TIC ASS OCIA TION Annual Report 2021 41