Through JGPR’s ongoing work with the Lexington Minute Men, including the “Securing Our Legacy” campaign, JGPR identified a need for the Lexington Minute Men to expand their reach to wider audiences by maintaining a consistent social media presence.
SECTOR
Non-profit
CLIENT
The Lexington Minute Men
GOAL
In an effort to further promote the various events that the Lexington Minute Men participate in on an almost weekly basis, JGPR executed an aggressive social media strategy using video reels to attract attention.
Concept
Through JGPR’s ongoing work with the Lexington Minute Men, including the “Securing Our Legacy” campaign, JGPR identified a need for the Lexington Minute Men to expand their reach to wider audiences by maintaining a consistent social media presence.
The Lexington Minute Men host and participate in several events every month, ranging in size from battle reenactments such as the Battle of Lexington and a week-long slate of events to weekly, inter-organizational events such as drills and meetings. Many of these events feature interesting visual elements that draw a natural audience, including firing of muskets, drill performances, and fife and drum playing.
In order to showcase the various events the Lexington Minute Men participate in, JGPR developed an aggressive approach to creating content for Lexington Minute Men social channels, which involved team members providing in-person coverage of their events and developing short, visually captivating reels.
Components
Through regular meetings with the client, JGPR associates determined in-person coverage plans for upcoming Lexington Minute Men events.
JGPR regularly attended events the Lexington Minute Men participated in, and captured photo and video content to be used to create social media posts.
JGPR used captured content to edit and post short, 30-second, visually captivating reels for the Lexington Minute Men’s Instagram and Facebook accounts.
Impact
Through consistent posting to the Lexington Minute Men’s Instagram and Facebook profiles, the company has seen a steady increase in engagement in its social media posts, and now regularly receives over 1,000 views on reels posted to the account. Their social media accounts are also experiencing a steady increase in followers, with Instagram followers more than doubling in 2026.
Most of the social media posts direct users to the Lexington Minute Men’s website, where they can learn more about the organization, get involved, or donate, all of which support the organization’s long-term recruitment and fundraising goals. In the first few weeks of its recruitment campaign, the Minute Men received more than 100 qualified form submissions from those interested in joining — so many that they had to pause submissions!
THE RESULTS
4.2 Million
profile views in a one-year span from june 2025-june 2026
19 Reels
with 50,000+ views
90.4%
of profile views from reels
93.6%
of profile views from non-followers
Social Media Metrics
Viewership metrics for the Lexington Minute Men’s social media accounts from a date range of June 2025 until today.
Metrics for the top-performing reels to be posted to the Lexington Minute Men’s social profiles.
Engagement Metrics from a single reel posted to the Lexington Minute Men’s Instagram and Facebook.
Social Media Metrics