Campaign: The Gold Key Project

The Gold Key Project is an annual fundraiser put on by ReeceNichols to benefit local Ronald McDonald Houses. It started as a pilot program in 2020, and in 2021 I helped launch it as a company-wide endeavor. Our goal was to raise $100,000 in six months. We hit it in three months and subsequently raised the goal to $150,000. By the time the Project ended on October 31, we had raised $272,900 – enough to pay for 2,229 night stays at four regional Ronald McDonald Houses, plus a $50,000 donation to the new Ronald McDonald House room at the Overland Park Regional Medical Center, their first location in Johnson County.

My portion involved writing the tagline, consulting on the logos and imagery, writing the copy for the web page and all social media updates across Facebook, Instagram, and LinkedIn, customizing the messaging for our different regional and business audiences, and creating all digital ads, including Google PPC and Google Display, Facebook, and Hulu.

Our campaign focused on the public-facing Facebook Brand page. Video posts there received a total of 27,000 views. Photo posts garnered 111,000 impressions across both paid and organic traffic, with 4,500 engagements.

On the Facebook Career page, aimed at current company real estate agents and potential recruits, video posts received 8,300 views, and photo posts had 32,500 impressions and 1,900 engagements.

https://www.reecenichols.com/Gold-Key-Project, and on social media #goldkeyproject