KidSmart’s Digital Transformation

Since its inception in 2002, and thanks to the commitment of annual partners and donors, the organization has provided over $97MM in FREE supplies and critical educational resources to equip two generations of St. Louis area students in need.

KidSmart is a local non-profit organization that has been empowering children in need by providing free essential learning tools to help them succeed in school.

According to Jennifer Miller, Founder and CEO of KidSmart, “Each year, over 90,000 kids in St. Louis live at or below the poverty line, attending schools in our highest-poverty neighborhoods. That’s enough to fill Busch Stadium twice.” KidSmart bridges this gap by offering school supplies and resources to thousands of students annually.

Although KidSmart has an impactful mission, their social media presence had opportunities for greater clarity and consistency. With a dedicated small team and limited resources, they were eager to find new ways to engage their audience and showcase their incredible work more effectively.

The untapped potential of their social media presence offered new opportunities to strengthen community support and engagement. KidSmart needed a structured and cohesive digital strategy to maximize their outreach and connect with donors, corporate partners, volunteers, and the students they serve.

Enhanced public awareness through consistent media coverage, primarily around major events and school supply distribution drives.

Notable Media Coverage

1. Million Dollar Distribution Day: Media coverage from KTVI/KPLR (FOX 2/CW 11), KMOV (CBS 4), and online mentions through Yahoo.com, MSN.com, and more, reached an audience of over 260,000 with an ad equivalency value of over $12,000.
2. Mid Missouri Expansion: This pilot project with partner Ameren Missouri attracted an audience of over 2.2 million, with a local ad equivalency exceeding $22,000, and was featured in various a number of media outlets in the Columbia and Jefferson City area like Missouri Business Alert, KOMU-TV (8), KMIZ-TV (ABC 17), Columbia Missourian, Jefferson City News-Press Now, and more.

Black Twig created strategic, structured content plans to foster engagement and highlight KidSmart’s initiatives.

Facebook:

• +6.9% follower growth
• 8.71% engagement rate
• 55,500 impressions and 1,292 clicks

Instagram:

• +12.6% follower growth
• 10.43% engagement rate
• 19,100 impressions and 692 likes

LinkedIn:

• +25% follower growth
• 11.89% engagement rate
• 12,350 impressions and 933 clicks

With Black Twig’s strategic guidance, KidSmart transformed its digital presence, greatly expanding its reach and engagement. Through targeted social media efforts and media coverage, KidSmart now connects more effectively with their community, empowering more children to access the tools they need for success.

Their continued growth and media presence ensure that KidSmart’s mission will reach more students, teachers, donors, partners, and volunteers, driving further impact in the St. Louis region and beyond.