Advertising: Non-Profit
This page is a culmination of my various digital advertising work for PBS12.
My role in our advertising efforts is to craft the copy, procure imagery and graphics, prior research into our target audience to develop targeting parameters, and monitoring and analysis to optimize for maximum results.
Big Little Moment
Collaboration video series with Denver toddler-mom influencers Big Little Feelings. This series is comprised of two-minute interstitial videos focusing on toddler parenting tips for parents that airs during the PBS KIDS block.
We ran the promotion as an awareness campaign to drive views to the Big Little Moment landing page and episodes.
TARGET DEMOGRAPHIC: Denver moms within a 30-mile radius who have children between the ages of one to five years. They are interested in positive parenting solutions and parenting styles and magazines. A secondary demographic was added to include grandparents and guardians for non-traditional family roles and styles.
Ads were placed on Instagram, Facebook, and Google display with a primary emphasis on Instagram for the modern mom.
Key metrics measured for success of the campaign was impressions followed by overall reach.
Total Impressions: 255,226
Total Reach: 116,388
Red Rocks Lead Generation 2024
The goal of the campaign was to accrue 1,200 original leads.
TARGET DEMOGRAPHIC: Men and Women 40 years of age and older, located within a 25-mile radius of Denver. They have interest in attending concerts and in the main bands that the concerts cover (Queen, The Beatles, Led Zeppelin, and Pink Floyd.)
Incentives used were tickets for our summer concert series. The tickets consisted of 2 tickets for one of the sold-out shows and 2 tickets for each of the remaining shows in the series, totaling 8 tickets.
Results:
Total Leads:
Original Leads:
Results:
Total Leads:
Original Leads: X