Nurse-Family Partnership

Despite a national presence and strong support from local, state, and federal governments, Denver-based nonprofit Nurse-Family Partnership lacked awareness for its national public health program, which helps improve the lives of low-income, first-time mothers and their babies. Nurse-Family Partnership engaged Burns Marketing Communications to develop a social media campaign to help spread its message.

The Challenge:

Improve Nurse-Family Partnership’s name recognition and brand awareness with a custom Facebook application that would launch shortly before Mother’s Day and debut new activity to generate awareness throughout the year.

The Solution:

Encourage users of the Facebook application, “Flowers for Moms,” to honor the moms in their lives by sending them virtual flower bouquets and personal messages of appreciation. After sending the flowers, the application opens a thank you page that briefly spotlights Nurse-Family Partnership, giving users the option to become a fan on Facebook, learn more via its website, make a donation, or read some of the organization’s success stories.

The Results:

With no advertising (Facebook or otherwise), Flowers for Moms was released with a soft launch and immediately went viral. Within several weeks, the application garnered more than 10 million users and nearly 30,000 fans, plus thousands of reviews and positive comments (such as, “Moms are the one thing in life that will always love you no matter what” and, “What a wonderful and pretty way to show moms how special they truly are”).

In addition, Nurse-Family Partnership collected approximately $10,000 in donations and saw accelerated growth in “likes” on its Facebook page and visits to its website. Themed flower bouquets are being added throughout the year, and the application sees more than 52,000 active users each month.