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Crisis Communication Assignment

From online workouts, to youth group services, to pleas for more business, the crisis communication methods and results for businesses and nonprofits during the COVID-19 pandemic are all varying, but have the same goal of remaining a viable business.

For this assignment, I looked at three familiar northwest Omaha businesses and non-profits: Stonebridge Church, Premier Gymnastics and Raising Canes restaurant. I have received emails from all three in the last month, and thought I’d compare them.

From my perspective, two the three seem to be handling the situation to the best of their abilities and adapting. The other, Canes, doesn’t seem to have much of an online presence; but cars are still going through their drive-thru because people do like their product.

My thoughts on these three:

SBOmaha: This large urban church is trying to grow its membership and share its message focusing on a younger crowd. It’s very technologically savvy; so the change to online services was probably not too difficult as the church already audio records all services and has video staff.

The service I watched live was seamless; good quality, it provided an online chat during the service; and they offered a Zoom “party” to connect with others afterwards. They’ve offered Instagram youth contests and games and have featured all sorts of interviews and drive through events online. Really, this is pretty smooth.

Its Starbucks gift card promotion over Easter is two-fold. My guess: trying to share its message, and gain new members at the same time. The church has a Sunday morning coffee bar, so the theme fits in, although the promotion seemed slightly odd in my point of view.

I’m guessing the church is concerned about finances and giving as it completely relies on donations for its operations, and it has had no on-site services for a month. However, years ago the church designed an app for regular giving, and it’s used widely. At this point, no communication has focused on giving/funds. I have heard of other churches laying off staff; at this point Stonebridge has not. 

GRADE: A. They are doing a good job under the circumstances. I’m basing this off their interaction, consistent communications, and no monetary pleas. Facebook link here.

Premier Gymnastics: Premier Gymnastics is a small, two-owner business in NW Omaha. Its members sign yearly contracts for its servicess of youth gymnastics and other similar sports. Its contact via email and Facebook is mainly with parents; its Twitter and Instagram pages are aimed at both parents and youth. 

During the last month, I started watching their communications and plans as I am on their email list. I know this group is concerned with the bottom line from interaction with them the last 15 years. Their plans for day care kept slimming down over the last month, but they started off optimistically. 

They have built-in members, and right now really aren’t focused on gaining new members, but rather keeping their families happy. These members pay monthly contract fees, and for the first time ever, they are giving those families a tuition break for the month of May. They have offered many classes online for at-home practice.  

GRADE: A. Good crisis communication, and they are being adaptable to keep their customers happy; although it is costing them, I’m sure. 

Raising Canes NW Omaha: Raising Cane’s in NW Omaha has donated to my volunteer group; and along with many others throughout Omaha we received an email plea for help in return for their donation last year. Fair is Fair, smart idea. From that, I have seen a few social media requests to encourage drive-thru patronage from different groups throughout the metro area. 

But besides that, I am not seeing much talk about Raising Cane, and I see very little information or presence from the local restaurant. Nationally on Instagram they are active and well liked but locally, there’s just an upkept Facebook page, and a few tweets. 

It’s a completely different business model of course than the other two above groups. They did make an effort to reach out; however I hope they can locally do more to keep their business viable. 

GRADE: C- Locally they are struggling; nationally they are staying strong.

Omaha’s Zoo: engaging and constantly social

The Omaha Henry Doorly Zoo and Aquarium has been constantly growing and changing throughout its 125 years of being an Omaha landmark. 

And along with this physical change, the zoo has found a secret sauce for creating vibrant social media growth and presence as well.

According to Andrea Hennings, social media manager for the zoo, this change has come from involving the staff at the zoo in its social media efforts; especially the zookeepers.  

“We didn’t want to post anything on social media then out of fear, staff-wide,” she said of when zoo first started seriously focusing on social media around eight years ago. “Now we are comfortable staff-wide and we are having fun sending out information that people will understand.” And the community is paying attention.

“Our team of one is actually the entire zoo with the keepers up front,” Hennings said. 

Because the keepers are the ones who know about the animals, the births, and have a focus on a conservation mission, they now attend monthly meetings with the marketing team. Together they plan social media promotions, calendars and schedules.  

The zookeepers also post pictures on their own of the animals, and of behind-the-scenes photos. 

“We share their photo credits so people can see they are coming from keepers; it puts a different spin on our content. Keepers are the celebrities of the zoo,” said Hennings. 

The zoo’s very engaging presence social media presence is found on Facebook, Twitter, Instagram, a mobile app, and the zoo’s website. According to Hennings, each app has a slightly different focus but all are well received.

March 7, 2020 was the second busiest day of the year so far at the Omaha Henry Doorly Zoo and Aquarium. Annual visitation reaches more than 2 million each year, making the zoo Nebraska’s top tourist attraction.
Zookeepers Christine and Amanda head to feed the sea lions amidst the 15,000 visitors they expected at the zoo on the first Saturday of March.
Zookeeper Christine feeds a male sea lion. According to the zoo’s marketing department, “Keepers are the celebrities of the zoo!”
Amanda also feeds a sea lion Saturday afternoon. The keepers are in touch with the animals, and know what is happening in their lives. “Keepers have that wow factor!” says the marketing department.

Social media experiences are found all over at the zoo. Here, Miranda takes a selfie after watching the giraffes galloping. The millennial crowd visits the zoo’s Instagram site most often where the zoo features fun and creative photos with a conservation message.
Raesha and Riley are avid hobbiest photographers who sometimes share their photos on the zoo’s Facebook site. According to the marketing department, the zoo’s “buying audience” —people who financially support the
zoo ages 35-50 — mostly are engaging with the zoo on Facebook.
Jayden, 19 months, shares a moment with a baby gorilla in the gorilla house. At the zoo, every exhibit is a viral sensation ready to happen.

Fans of the sloth bear caught every one of his dramatic moves Saturday afternoon. “We have a very active base on social media, and it’s very overwhelming because everybody is paying attention to the zoo,” said Andrea Hennings, director of social media at the zoo.
Maddy and Delaney Snapchat friends who they discovered were also at the zoo from social media. While the zoo is not currently active on Snapchat, staff members are monitoring and exploring its value.

The zoo’s social media scheduling calendar now comes directly from input from the zookeepers.

Andrea Hennings, social media manager for the Omaha Henry Doorly zoo, demonstrates the importance of the size and direction of videos for apps used on smartphones.