CASE TIMELINE
2023 March
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United Children Services: Awareness & Recruitment Campaign
BRAND
Awareness & Recruitment Social Media Campaign | United Children Services
United Children’s Services (UCS) is a UK-based non-profit organisation dedicated to providing support, resources, and advocacy for vulnerable children and families. Their mission is to ensure that every child has access to a safe and nurturing environment where they can thrive. With a focus on child welfare and social services, UCS offers a range of programs including foster care, adoption services, counselling, and community outreach initiatives.
Challenge:
Despite its noble cause, UCS faced several challenges in terms of brand awareness and recruitment. The organisation struggled to reach its target audience effectively, resulting in limited engagement and a shortage of volunteers, foster families, and donors. Additionally, amidst a competitive landscape in the non-profit sector, UCS needed to differentiate itself and establish a strong online presence to attract support and resources.
Strategy:
To address these challenges, UCS devised a comprehensive social media campaign aimed at increasing brand awareness and recruitment efforts. The campaign strategy encompassed the following key elements:
- Identifying Target Audience: UCS conducted research to identify their target audience, including potential foster staff, volunteers, donors, and community stakeholders. Understanding the demographics, interests, and behaviours of their audience helped them tailor content and messaging for maximum impact.
- Engaging Content Creation: The organisation developed a content calendar with a diverse range of engaging and informative posts. Content included success stories of children and families helped by UCS, educational resources on child welfare issues, behind-the-scenes glimpses of their work, and calls to action for involvement such as volunteering or donating.
- Visual Storytelling: Recognising the power of visuals in social media, UCS utilised compelling images and videos to convey their message effectively. This included photos of happy families, heartfelt testimonials, and videos showcasing the impact of their programs.
- Interactive Campaigns: To foster engagement and dialogue, UCS launched interactive campaigns such as Q&A sessions with staff, live streams of events, and user-generated content contests. These initiatives encouraged participation from the community and strengthened connections with supporters.
- Targeted Advertising: Leveraging social media advertising tools, UCS targeted specific demographics with tailored messaging. Ads were designed to raise awareness about the organisation’s services, recruit staff for their homes, and encourage donations. By optimising ad placements and targeting parameters, UCS maximised the reach and effectiveness of their campaigns.
Results:
The social media campaign proved highly successful in achieving its objectives of increasing brand awareness and recruitment for United Children’s Services. Key results included:
- Increased Engagement: UCS experienced a significant rise in social media engagement metrics such as likes, comments, shares, and follows. The interactive nature of the campaign fostered meaningful interactions with the community, driving awareness and participation.
- Expanded Reach: Through targeted advertising and strategic partnerships, UCS expanded its reach to a wider audience, including individuals interested in fostering, volunteering, and supporting child welfare initiatives. The campaign helped raise awareness about the organization’s mission and services among previously untapped segments of the population.
- Recruitment Success: The recruitment efforts yielded tangible results, with an influx of new volunteers, staff enquiry and donors. The campaign effectively communicated the need for support and inspired individuals to take action, contributing to the growth and sustainability of UCS’s programs.
- Enhanced Brand Perception: By sharing compelling stories and showcasing their impact, UCS improved public perception of their brand. The campaign positioned the organisation as a trusted and compassionate advocate for children and families in need, fostering goodwill and support within the community.
Conclusion:
United Children’s Services’ social media campaign proved to be a powerful tool for increasing brand awareness and recruitment, effectively addressing the organisation’s challenges in engaging their target audience. By leveraging engaging content, targeted advertising, and strategic partnerships, UCS successfully amplified its message and garnered support for its mission of empowering vulnerable children and families. Moving forward, continued investment in social media marketing will be essential for sustaining momentum and driving further growth and impact for United Children’s Services.
