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Big Brothers Big Sisters of Massachusetts Bay

Finding a Way to Connect

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The Challenge

Big Brothers Big Sisters of Massachusetts Bay (BBBSMB) pairs school-aged boys and girls in need of mentoring with volunteer men and women who want to make a positive impact in their community and in the world.

BBBSMB came to d50 Media with two key challenges – first, help them improve their digital marketing to attract millennial volunteers for the program, and second, help them optimize their marketing operations to allow for attribution of leads from multiple channels, providing direction on where to spend their limited marketing dollars.

The Campaign

d50 Media first analyzed BBBSMB’s marketing funnel, recruitment and enrollment process, then worked with the client’s technology staff and partners to build multiple tracking tools to capture “through funnel” data in order to see which channels, which ads, and which keywords led not just to inquiries but to successful matches.

Then, we launched Facebook and Instagram campaigns to target a variety of demographic and geographic segments. Using lookalike audiences with layered psychographic targeting, remarketing, and both English and Spanish-language creative.

Our paid search team leveraged BBBSMB’s non-profit status to access Google Grant funds, “free” money to use on AdWords and used these funds to supplement BBBSMB’s limited budget and defray the overall cost of both branded and non-branded campaigns.

Our Marketing Operations team embedded tracking technology on BBBSMB’s legacy website, custom recruitment portal and also their Hubspot-based marketing platform to ensure true through-funnel attribution for all ads, allowing d50 Media’s channel teams to continuously optimize their efforts.

The Results

81,585 Web visitors driven from BBBSMB’s core demographic targets
13% Increase in the number of new matches made year-over-year
$10,000 Amount under budget for the fiscal year
With d50 Media’s help, BBBSMB surpassed their goal of 820 new Big/Little matches for FY16.

Channels Used

  • Paid Search
  • Display & Programmatic
  • Paid Social
  • Organic Social
  • Video
  • E-mail