MY ROLE: Strategist, producer, voice actor, video editor
PROJECT BACKGROUND: Data and an understanding of our audience showed that sales would spike in the fall, but decline slightly in January-February when nonprofits would typically be in planning and budget approval for later projects. We wanted to be top of mind ahead of the nonprofit’s planning (and therefore hiring) season.
CHALLENGE: During fall and winter months, the market is already incredibly saturated with branded seasonal content and content marketed directly to nonprofits for advertising and marketing support. We needed to find a way to be heard on a small budget, but more importantly - listened to and trusted.
USER RESEARCH: From hundreds of sales calls and interviews with nonprofits we understood one important truth: nonprofits trust other nonprofits, making word of mouth recommendations one of the most successful forms of advertising for this segment. From facebook groups we also understood one thing many don’t know about the folks fighting for us every day: they’re sardonic sense of humor. Wethos needed to prove that we understand the nonprofit’s marketing and advertising challenges, because we’ve lived through them ourselves.
HYPOTHESIS: Speak their language. Address the challenges they’re dealing with while they run to the end of their busiest month of the year, giving them an “out” or “sanity break” for just a few minutes a day.
We created a full week of content, including:
RESULTS
Social Media Marketing:
53K impressions from organic alone
14% higher than average monthly follower gain
Engagement Rate increase from 2% to 2.95%
Email Marketing:
32.9% Open Rate
Top Performing Content:
Spotify Playlist - 4.2% CTR / 6.90% Engagement Rate
Social Media Giveaway - 7.89% Engagement Rate
January - February Conversions:
+13% In Nonprofit Sign Up
35% Nonprofit Sign Ups Converted To Project