Empowering Education: A Digital Strategy for a Non-Profit's Outreach

In today’s competitive educational landscape, a local education-based non-profit recognized the need to connect with parents across all stages of childhood. Their mission? To educate parents about the diverse options available for their children's education.

The Challenge

With a wide array of choices for parents to navigate, the non-profit aimed to create awareness about private school options and educational pathways. They needed a strategic approach to reach a broad audience of parents effectively.

The Strategy

To achieve their objectives, we developed a comprehensive digital campaign that included:

1. Google Pay-Per-Click Ads (PPC): Targeting parents actively searching for educational options, these ads captured attention at critical moments—when parents were most engaged in their research.
2. Social Mirror Ads: By employing keyword targeting and behavioral insights, we reached parents who were beginning their exploration of private schooling options.
3. Video Pre-Roll, OTT, and YouTube Ads: Video content played a vital role in building brand awareness and reaching the ideal audience. We targeted categories such as “In-Market for Childcare & Education” and “Parenting,” ensuring that our message resonated with parents looking for the best for their children.
4. Artificial Intelligence: Leveraging AI helped us refine our targeting, allowing us to engage parents more effectively throughout their decision-making process.

The Results

The results of this multi-faceted campaign were impressive. Over the span of just three months, the initiative served over one million impressions and achieved a click-through rate (CTR) of 1.27%—an astonishing 18 times the national average.

In total, the campaign garnered 1,045 click conversions and 238 view-through conversions, with the “apply page” alone receiving 1,073 conversions. The client expressed satisfaction with the significant increase in reach, impressions, and clicks, all contributing to heightened awareness of educational options and an overall boost in website traffic.

Conclusion

This success story illustrates how a targeted digital marketing strategy can empower non-profit organizations to connect with parents and elevate their outreach efforts. By utilizing a mix of innovative advertising tactics, the non-profit was able to inform and engage a vital audience, driving meaningful interactions and awareness.

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions. For more information, email support@vicimediainc.com.