The Guest House: Social Influencer Marketing

what if...

...non-profit was finding it increasingly difficult to tell it’s story in a competitive arena and was looking for a novel, cost effective alternative to direct mail and traditional media?

what if? becomes reality

For over 35 years the Guest House of Milwaukee has been providing food, shelter, education and services to restore dignity and purpose to the lives of the homeless. Versant launched a social media campaign to support the  efforts to tell the story of how their organization improves lives in the Milwaukee area. To do so, we produced 11 behind-the-scenes influencer stories told in an unexpected way and edited for social media.  In addition, we built a microsite (HelpOurGuest.com) to house the videos and accept online donations, developed a comprehensive social media influencer campaign, managed the social media component (including building and activating the influencer community and executing the organic and paid Facebook distribution), and supported the campaign with public relations.  

what if? becomes WOW

Versant’s approach has produced strong results so far:

• Increased year-end donations by +35 percent
• Produced content that drove more than 330,000 Facebook video views and a video view rate of 37%
• Triggered media coverage on Milwaukee Magazine and Milwaukee Business Journal digital sites
• Generated board member excitement and got the attention of other high profile influencers in Milwaukee

Can you imagine sleeping in an alley?
This is a reality that 1,500 people in Milwaukee are faced with every night. Find out how Pat Dunphy supports Guest House and its quest to get people off the streets and end homelessness.
Facebook views: 100,000

'It was heaven to me'
Four years ago Odell was sleeping on the streets.  Today he lives in permanent housing, is married and employed.  
Facebook views: 94,000

Microsite
The microsite was built an designed to accept donations and house the video campaign.  It was created and designed in conjunction with the Guest House's main website. 

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"As Board Chair of the Guest House,  I was looking for a novel, dynamic and cost effective way to bring the Guest House to the attention of the Milwaukee community and key players in the community. I approached Versant and asked for ideas. Will Ruch, urged us to use a revolutionary idea he named the ‘influencer campaign’  With Will’s direction and the very able assistance of Lisa and Betsy, the Guest House put together a series of highest quality video testimonials from “influencers,” an ad campaign, a Facebook presence and a terrific micro website to attract AND track donations attributable to the campaign. Thanks to Versant, Guest House is becoming known for excellence in providing food, shelter, services and a future to homeless.  Guest House has gone from unknown to known and respected for what it does.”
-Pat Dunphy, Guest House Board Chair & Attorney 

"The timing for the Influencer Campaign couldn’t have been better.  Each year the Guest House does its best efforts to raise awareness on the issue of homelessness and the great work the Guest House does to help individuals  and families overcome being homeless.  Will and the Versant team were extremely easy to work with on this project, that raised are awareness far greater than our original expectations.  They are highly skilled and knowledgeable while remaining very understanding on any limitations that may exist on our end.   The board and staff couldn’t’ be prouder to be part of an organization that was able to enlist such fine quality community leaders to speak out on our behalf.  The proof is in the results.  Our year end campaign, intensified by the Influencer Campaign, increased more than 35% from the previous year.”
-Cindy Krahenbuhl, Guest House Executive Director

View all 13 of the Guest House influencer videos here. ​