Case Study: Big Brothers Big Sisters of South Texas

Achieving More Volunteers Through Digital Advertising

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CHALLENGE

Big Brothers Big Sister of South Texas (BBBSST) faced several challenges that were impacting their growth and market presence, including:

  • Challenge 1: Increase brand awareness in the South Texas market about the BBBS programs
  • Challenge 2: Necessity to increase volunteers or mentors (BIgs Brothers or Big Sisters) with an emphasis on males and potentially people of color.

BBBS and RDS recognized the need for a comprehensive and innovative marketing strategy to overcome these hurdles and elevate their brand to a new level of success as past initiatives have been found harder to reach a large user base and generate a cost-effective increase in mentors or “matches” (when a child is matched with a mentor).

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OBJECTIVE

The goal was clear: to develop a strategy that would:

  • Objective 1: Increase brand awareness in the South Texas market with efficient CPM’s (Cost per thousand impressions) through marketing digital marketing channels.
  • Objective 2: Drive efficient leads to the BBBS agency by using historically high-converting platforms (Google ads, Meta ads).
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SOLUTION & SERVICES

To achieve these objectives, RDS implemented a multi-faceted marketing strategy that focused on:

  1. Brand Messaging:  RDS designed ads that appeal to their male audience to generate more male mentors as well as address the obstacles that BBBSST has faced with potential volunteers. RDS assisted in landing page design to help educate the users being driven to the site through digital marketing ads about what the expectations are when signing up to mentor as well as information about the programs.

 

  1. Digital Marketing Campaigns:  Leveraging a combination of Search Engine Marketing (SEM) and Social Media Marketing, RDS built campaigns designed to drive traffic and brand awareness through upper funnel marketing channels as well as campaigns to drive conversions while ensuring low Cost Per Lead.

CD

Creative
Design

PS

Paid
Social

PS

Paid
Search

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RESULTS

Our strategy yielded impressive results since launching campaigns in 2023, including:

    • Result 1: Over 900k unique users reached generating effective brand awareness in the South Texas market
    • Result 2: BBBSST saw increases in inquiries, orientation attendees and matches as a result of this campaign:
      • 47% of BBBSST inquiries were attributed to this campaign
      • 46% of orientation attendees were attributed to this campaign
      • 25%-35% Matches of agency matches were attributed to this campaign
        • 72% of those matches were males showing effective campaign targeting as BBBSST was in need of more male mentors
        • 85% of those matches were people of color or non-white also showing effective targeting as this was an area of need for BBBSST

The results demonstrated the effectiveness of our integrated marketing approach and the strong partnership between BBBS and RDS.