Kids of Integrity Challenge
Project: As a not-for-profit, Focus on the Family Canada's mission is to use their donation funds to share meaningful content for families in an effective manor. They approached Domain7 with the idea of running an online challenge for subscribers of their "families with young children" content and to provide tactics for helping to engage their current constituents and reach a prospective audience.
Approach: Domain7 saw social media as a place to drive current subscribers to promote interactivity with the end goal of putting the content in front of prospective consumers. Based on our research, we saw Facebook as the best tool to use as the target demographic (young parents) constituted a significant portion of use in this space. We developed a collaborative marketing plan with Focus to bring traffic to the new Facebook page through the merging of a print campaign, e-newsletters, and web updates.
Results: Upon completion of all online work and messaging to direct traffic to interact on Facebook, Focus is pleased to see even greater results then expected. Current traffic to this ancillary site has surpassed traffic to their main corporate site. Sign-ups for the challenge have yielded a 10% conversion rate. The Facebook wall has a high level of interactivity between the 500+ fans and referral traffic from Facebook to the ancillary site is the second highest referrer. In the end, the call to action was successful in engaging existing customers, and the interactivity through Facebook has facilitated the sharing of content to many potential new customers.
Visit site: http://www.kidsofintegrity.ca
Categories
- Project Type
- Industry Sector
Credits
- Design
- Tracey Falk
- Implementation
- Bridie Bradley
- Project Management
- Ryan Hanawalt
