United Way of Greater Kansas City
We worked with United Way Greater Kansas City to launch a digital awareness campaign on Facebook, Instagram, LinkedIn, and TikTok to increase awareness about their organization and its mission to improve lives in the Kansas City community.
The campaign consisted of ads showcasing the impact of United Way's work and the various ways that people could get involved and make a difference.
Client
United Way of Greater Kansas City
Year
2022
Category
Digital Marketing
Non-Profit
Services
Marketing Strategy
Multi-Channel Ads
Local & Social Awareness
United Way of Greater Kansas City has poured into 700+ local nonprofits - providing health, education and financial stability resources to 1 in 3 Kansas Citians.
Kansas City is improved by focusing attention and funding in three categories—education, health and financial stability—across six counties for maximum impact. The nonprofits that are supported are community partners. In 2022, Impact 100 was launched, a group of 100 community partners that are addressing the most pressing health and human services at this time.
Considering the average cost per click (CPC) is an average of $2 in this category, our focus started with a keyword strategy and analysis.
The main objective of the campaign was to increase awareness about United Way Greater Kansas City and its mission in the Kansas City DMA.
Additionally, the campaign aimed to drive traffic to the United Way website and encourage people to get involved with the organization.
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United Way GKC
Discovery
We recognized an opportunity in social awareness campaigns, messaging categories and times, optimizing for awareness.
To reach their target audience, United Way Greater Kansas City ran ads on Facebook, Instagram, LinkedIn, and TikTok. These ads featured compelling imagery and messaging that highlighted the impact of United Way's work and the various ways that people could get involved and make a difference.
The Strategy Playbook
Before starting the campaign, it's important to have a clear understanding of what you want to achieve. The goal of building brand awareness and messaging across target audiences.
01
Keyword Research
& Strategy
02
Multi-Channel Social &
Search Ad Campaign
03
Analytics & Tagging
Architecture
04
Customer Journey Architecture
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Identify your target audience: Understanding your target audience is crucial for any marketing campaign. This will help you create more effective messaging and choose the right channels to reach them. By pairing channel research with target audiences, a strategy forms.
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Leverage multiple channels: A digital multi-channel campaign allows you to reach your target audience through a variety of channels such as social media ads, search, and retargeting. It is important to test and measure the effectiveness of each channel, and adjust your strategy accordingly.
United Way GKC
Impact
The digital awareness campaign was a success, resulting in an 1,000% increase in awareness about United Way Greater Kansas City and its mission in the Kansas City DMA. Additionally, the campaign generated 2,700 clicks to the United Way website, which likely led to an increase in website traffic and engagement.
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Overall, the digital awareness campaign was effective in increasing awareness about United Way Greater Kansas City and its mission in the Kansas City DMA. By running ads on popular social media platforms and utilizing compelling imagery and messaging, the campaign was able to effectively reach and engage its target audience.
193,000
Impressions
