Foster & Adoption

Youth Villages is a private non-profit organization dedicated to helping children with disabilities and their families live successfully. ESM developed an omni-channel advertising strategy to reach potential adoptive and foster parents and encourage them to inquire with Youth Villages. With the main

objectives of generating exposure and increasing online inquiries, ESM created a media strategy that was hyper-local, hyper-targeted, and aimed at driving qualified reach. The primary challenge of this campaign was scaling reach - with a small qualified audience and geographic footprint, we needed to identify a channel mix that reached prospective families at every stage of the consideration funnel. To achieve this, we layered a combination of digital, traditional, and outdoor channels to generate exposure among families, boost inquiry volume, drive site traffic, and generate social media conversations with the ultimate goal of driving an uptick in web traffic to the landing pages. The following products ran: Display, Podcast, Pre-Roll, Connected TV, FB/IG, YouTube, Search Engine Marketing, Radio and TV.

After defining our audience profile in our target markets to be mostly ages 25-54 females who were often on mobile devices, we were able to choose media channels to best reach them at each stage of the funnel. The campaign was broken down into separate Foster and Adoption campaigns to allow for unique budgets, messaging, creative, and channel mix. We were able to cast a wide net of reaching relevant users by combining Display, Video, and Audio tactics, while generating brand awareness and high click and engagement rates.

Across all channels, these campaigns generated 1M impressions, 43k clicks, and over 900k social media engagements. Additionally, we saw a 16% increase in user traffic, 19% increase in new user traffic, and a 9% increase in total sessions. Even with this strong uptick in traffic, website engagement metrics that usually suffer with an increase in scale, such as bounce rate, pages per session, and average session duration, remained flat when comparing YoY metrics.