Nonprofit Ads Case Study



Case Study: Nonprofit - Driving Success Through Targeted Advertising

In this compelling case study, we delve into the resounding success achieved by Propel America, a nonprofit organization providing free medical assistant certifications and job training to young adults aged 18 to 26 in various cities. Focused on driving applications to their life-changing program and elevating their social media presence, the case study unveils a meticulously crafted advertising campaign that exceeded objectives, garnered impressive metrics, and empowered young individuals seeking new opportunities.

Objective and Strategy: The primary goal of the advertising campaign was two-fold: to increase applications to Propel America's medical assistant program and to enhance their visibility on Facebook and Instagram. To achieve these objectives, a strategic approach was devised, involving comprehensive content creation, creative and interest testing, and constant campaign management to ensure continuous success.

Content Creation and Creative Testing: The campaign commenced with captivating content creation, featuring engaging images and videos of current students experiencing the program's benefits. Rigorous creative testing was then undertaken, allowing the team to identify the most compelling ad formats and content variations that resonated best with the target audience.

Interest Testing and Targeting: Following creative testing, interest testing was implemented to refine the targeting options. The results revealed that work-related and education-focused interests were the most effective targeting categories, allowing the campaign to connect with the right audience and achieve optimal results.

Results and Achievements: The campaign produced remarkable outcomes, surpassing the set application goals ahead of schedule. With impressive metrics, including 1.5+ million impressions, 400,000+ reach, and close to 8,000 link clicks, the advertising campaign achieved a cost-efficient average CPM of $4.77, with most well below $2.50, and an average CPC of $0.94.

Challenges and Solutions: While success was achieved, the campaign encountered challenges that demanded patience and collaboration. Through effective communication and a committed partnership with the client, the team overcame obstacles, allowing for thorough testing and optimization.

Lessons Learned and Conclusion: The advertising campaign for Propel America provided invaluable insights, leading to enhanced reporting techniques tailored to suit the client's needs. The results reinforced the agency's commitment to delivering impactful advertising solutions for diverse industries, empowering young adults, and driving positive change.

In conclusion, Propel America's advertising success serves as a testament to the power of targeted advertising when strategically designed and executed. The case study stands as a testament to the agency's expertise in crafting compelling campaigns that generate real-world impact, leaving a lasting impression on the lives of young individuals seeking new opportunities in the medical assistant profession.