CHALLENGE
The agency’s recruitment efforts were falling short of goals due primarily to increased competition from private sector foster and adoptive agencies. Additionally, recruitment strategies were focused on traditional offline media, while their online presence was limited to a small section within the county government’s website.
SOLUTION
Developed a digital recruitment and lead nurturing program that included a new website, online display advertising, search engine marketing and email direct marketing. Lead generation was enhanced through the development of new collateral materials and engagement of community partners and current foster parents via word-of-mouth referral strategies. Event marketing activities included the annual Heart Gallery of Mid-Hudson, which leveraged professional photography of children living successfully in foster care to raise public awareness and obtain community support.
Direct Mail and Print Advertising Campaign
Foster Parent Event Posters
Foster Parent Event Handout Brochure
Foster Care Network Website Design & Development
Foster Parent Recruitment Display Ad Campaign
Geo-targeted Lead Nurturing Email Campaign
Outdoor Advertising
Foster Parent Application Collateral Handouts
Post-orientation Foster Parent Direct Mail
Lead Nurturing Direct Mail - Bi-monthly Newsletters
OUTCOME
Within one year of launching the new website and digital marketing program, over 50% of all inquiries can be traced back to a digital source. There was an 18% increase in community partnership requests to display and distribute Foster Care Network branded collateral. Through the Heart Gallery event and other promotional initiatives, the agency experienced a 32% average increase in prospective foster parent orientation/information sessions.
Within one year of launching the new website and digital marketing program, over 50% of all inquiries can be traced back to a digital source. There was an 18% increase in community partnership requests to display and distribute Foster Care Network branded collateral. Through the Heart Gallery event and other promotional initiatives, the agency experienced a 32% average increase in prospective foster parent orientation/information sessions.