#TrailBlaze
After relfecting on what platforms and strategies Hike For Mental Health could utilize to lead more successful campaigns, it was time to identify what KPIs are relevant to the Hike For Mental Health campaign. Engagement goes without saying. As I covered in prior posts, we have increased enagagment over this past month’s #HikeOctober Campaign. Just as I reviewed different tools we could utilize to improve this, I am interested in parameters outside of engagement to achieve our brand’s objectives.
Firstly, I would determine Hike For Mental Health’s top buisness goals as brand awareness and earning donations. Both of these goals also would aim to drive people to our website — and hopefully stay there. This is in addition to functioning as a non-profit organzation. So, what specific KPIs coincide with these goals?

I think one of the more significant components is reach. Particularly reach that generates traffic data. While reviewing the analytics through the in-app Instagram we can determine what posts within the last month that spawned the largest reach.

However, to determine how much traffic data is actually being generate through our social media, a tool is needed to look more in depth. I went ahead and signed up for a free demo with hubspot.com. However, I have to wait on a follow up email. So, this will have to be touched on in a future post. For now, what can we look at that relates to our reach?
What about our leads? We can keep growing our reach, but we need that reach to result in leads that will donate and spread our cause. While likes, shares, and overall engagement is important for brand awareness these do not necessarily result in our main objectives.
So, with our limited resource of the Instagram In-App analytics, what can we pull from our demographics to contribute to determining leads?


Our demographs depict the majority of our audience being from the New York/East coast area, ages 25–34, and mostly female. With the ATC (Appalachian Trail Conservancy) and PCT (Pacific Crest Trail) being the front runners of other social media profiles that share our posts, these may be a reason behind our top two locations. The AT running through the east coast and the PCT running through the west coast. Both these areas possess some of the largest hiking communities in the nations.
The age range reflects that of our small volunteer team. This could come down to the affect of in-person outreach. Each of us spend time in environments (ie: school and work) with friends and family that share similar demographics to ourselves. Additionally, I would be under the assumption that majority of hikers would fall into the age ranges of 20s-40s based on my own experience in the community.
With this information we can orchestrate posts and campaigns that stratgeically target this niche audience. However, the more difficult aspect of this targeting is finding hiking comminuties and indiviudals specifically interested in discussing mental health. It appears that we are on the right track on reaching these leads due to those who directly engage with our content. Our engagement stems most from those who have stories or direct ties with mental health and hiking. From their engagement we can also hope to reach their friends and family (aka other followers) as there is a pattern of people re-sharing their stories that we post on their behalf.

Overall, bringing more attention to reach and leads that drive traffic data to our website that result in donations is our ultimate goal in addition to brand awareness. Through diving deeper through the use of tools and looking closely at our analyrics we can design more targeted audience. Our current content is not as consistent and distinct as it needs to be to really drive these KPIs to the place we want them to be. As blazes decorate trails to provide you direction, as do KPIs that are relevant to your campaign.
