Projects.
Parent Guides
The project
Dynamic marketing campaigns increase awareness and help foster positive communication between parents and teens.
The puzzle
Parent Guides is an Australian nonprofit committed to providing parents with information on vitally important topics, such as mental health, sexuality and drug use. Despite their top-notch range of resources, Parent Guides had been struggling to attract new visitors to their website and social media pages. This limited the number of educational guide sales, and made it difficult to reach a relevant audience for their health seminars. The client requested the help of SBM to help increase awareness, drive traffic to the website and increase sales.
The solution
SBM worked smarter, maximising the capacity of Parent Guides’ ad grant and free media spend. To increase awareness, SBM periodically updated Parent Guides’ blogs, social media campaigns and EDM campaigns to promote upcoming events. Deep keyword research and evolving ad groups were continually used to improve customer awareness and promote lead generation. The SBM design team also created web banners promoting the printed guides for parents and the separate educational stage play, maintaining the core client identity throughout.
The results
The active ad grant, fresh website content and social campaigns have more than doubled the clickthrough rate mandated by Parent Guides, and these have also significantly increased both organic and paid traffic. The website content and marketing campaigns have strengthened Parent Guides’ brand identity, leading to a huge jump in the purchases of digital guides and an increase in enquiries to host school evening events year-on-year. This has both driven revenue and provided local communities with valuable information and resources.
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