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PALMER HOME FOR CHILDREN

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STRATEGY

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DESIGN

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VIDEO

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SOCIAL

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DIGITAL

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PRESS

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Palmer Home for Children is a faith-based organization that provides a family and community to children in need regardless of race, gender or background. We were honored to partner with them as they observed their 125th year of service.

 

Our team was challenged to celebrate Palmer Home’s milestone by leveraging it as an opportunity to elevate their brand and assist in fundraising efforts. In order to do this, we needed to generate new donors, specifically from the millennial and generation X demographics, and contribute to their long-term goal of establishing Palmer Home as the nonprofit of choice for Mississippians.

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After identifying Palmer Home’s goals and their target audiences, we planned a celebratory campaign around their 125th anniversary. Due to the time-sensitive nature of this campaign, we strategically outlined what media channels would be employed and when campaign elements would be distributed.

 

A marketing plan was developed that included:

  • Social Media Posts and Ads 

  • Series of Social Media Videos 

  • 1-Minute TV Spot

  • YouTube Ads

  • Press Releases 

  • Custom Press Kit

  • E-Blast Material

The social posts reached more than 1.8 million people and received 82,091 clicks during the course of the campaign. This led to a larger social following and better engagement rates. On average, YouTube ads had an 18.05% higher average view rate than the average view rate of all YouTube ads. In addition to our strategically planned television coverage, we helped garner several value-added TV spots in major markets. Our press release was picked up by 379 online publishers and gained national and local coverage. As a result of these efforts, we exceeded our fundraising goal in the first two months of the campaign and have increased awareness of the important role Palmer Home plays in the lives of Mississippi children.