How we rolled out a non-profit’s brand refresh nationally and at the chapter level as one cohesive brand in less than 90 days.
Client: HomeAid
Type: Media Strategy, Production & Management
The Problem
HomeAid recently refreshed their visual brand identity, but the only ones aware of it were those within HomeAid. After investing in a new and improved look for the company, they knew it was time to vocalise their story and reach out to establish connection with their supporters.
Overview
Over the last 3 months, HomeAid has spent close to $14,000 on paid media advertising. This report summarizes the return-on-investment for HomeAid's ad spend by showcasing achieved metrics, KPIs, donations gathered, and industry benchmarks.
The Solution
Before HomeAid partnered with us, its owned media channels were swamped in mundane content that hardly connected to viewers. Interviews of internal stakeholders and statistics on homelessness weren't evoking inspiration or action from customers.
We stepped into shift the narrative by introducing captivating content that stirred emotion and made it easier for people to comprehend how homelessness starts. Our unified messages successfully engaged their audience while encouraging customer action - all through this newly crafted story!
The Solution:
Understanding Homelessness
We stepped into shift the narrative by introducing captivating content that stirred emotion and made it easier for people to comprehend how homelessness starts. Our unified messages successfully engaged their audience while encouraging customer action - all through this newly crafted story!
Directed, written and produced by Mozwell Studios. Edited in Adobe Premier by Hueman Studio.
The Distribution Strategy
Full Funnel Approach
We implemented a full-funnel campaign strategy with detailed targeting which increased overall brand awareness complementing our remarketing efforts delivering ads to the warmest audiences.
Budget and Data Optimization
With the functionality and reporting in Google AdWords and Analytics, we receive insights into where traffic is coming from and audience search patterns. This data helps us refine and hyper-target the messaging and optimize the budget to scale up!
SMS Marketing
A key component that ties in the user experience and data collection. Using SMS marketing we provide the targeted audience a frictionless way to get involved by simply texting “HOME” to 232-2322. This call-to-action will be placed in all theadvertising copy and influencer posts.
If a targeted user sees an ad or shared social post and doesn’t click through to sign up on the landing page, there is the option to quickly get involved via text. “Text HomeAid to 4343 to get involved”. After a certain period, we recommend sending follow up campaigns for donations or volunteers based on area codes (the nearest volunteer event from their local HomeAid chapter.
Social Engagement Campaigns
We implemented a social campaign strategy to complement our evergreen advertising campaigns to increase their followers by over 1,400 followers in less than 90 days while increasing organic traffic to the website and donation forms.
Social media isn't just good for finding new donors; it's also perfect for outreach.
We were able to identify who their target audience is and what type of content received the most engagement which refined their content strategy.
The Results
At Mozwell, we take pride in helping our clients win. We enjoy discovering the problems our clients are facing and providing them with a clear, actionable, roadmap to success. Any business knows that a functional business contains a lot of moving parts, and it can be difficult to narrow down exactly where the problem is arising and how to fix it.
When it came to the HomeAid, we found that the problem was due to not having any sort of strategy or KPIs set. Year after year, they invested in their brand identity but what good is a new website if no one visits? Through our strategy we created a brand introduction, expanded awareness, and generated more donations.
Social Following Increase: +1,145
Engagement Rate: 18.34%
Duration: 90 Days
Total Spent: $14,698.06
Total Donations: $39,519.66
Total Grant Recieved: $120,000
Total Website Visitors: 20,618