CASE STUDY

Illinois Action for Children

PROJECT

Digital Advertising to Drive Policy Advocacy

SERVICES

Digital Advertising

Details

Illinois Action for Children (IAFC) is a Chicago-based healthcare organization dedicated to ensuring that every child in Illinois receives early care, education, and resources that promote a lifetime of health, safety, and happiness.

Their mission extends beyond healthcare delivery to include advocacy for policies that improve the wellbeing of children and families.

Prior to partnering with Goldiata, IAFC sought to pass critical legislation to increase funding for early childhood programs, a challenge that required robust community engagement and advocacy efforts.

Process

Goldiata collaborated with Illinois Action for Children to develop an advocacy campaign designed to resonate emotionally with parents, early educators, and providers. Using the popular song “Baby Shark” as a thematic hook, we aimed to capture attention and galvanize support for the legislation.

Market Research and Audience Segmentation

Our team began by conducting market research to understand the target audience’s behaviors, preferences, and motivations. This research informed the development of a media strategy that effectively reached parents, early educators, and providers.

Landing Page Optimization

The landing page contained creative elements that connected the ad experience to the website experience. Other key elements included:

Above-the-Fold Optimization:

We ensured that key messaging and the call to action form were placed above the fold to increase conversion rates.

Mobile Enhancements:

Elements like a fixed call to action bar were included on the mobile version of the landing page to ensure taking the next step was easy for users.

Digital Media Planning and Buying

Utilizing Meta as the primary digital advertising channel, we promoted the campaign’s strong creative assets to maximize reach and engagement. Key steps included:

Targeted Campaigns:

We had a niche audience of policy makers and potential activists that we needed to identify targeting strategies for.

Conversion Tracking:

Ensuring Google Tag Manager was leveraged to track and optimize for key events on the landing page.

Ad Placement and Monitoring:

Ensured optimal ad placements and continuously monitored performance to make necessary adjustments.

Performance Tracking and Reporting

Before launching the campaign, we implemented robust tracking mechanisms to measure effectiveness and optimize results. This included:

UTM Codes and Analytics:

Used UTM codes to track user interactions and conversions accurately.

Weekly Reports:

Provided weekly performance reports to the client detailing key metrics such as impressions, clicks, email sign-ups, and letters sent to legislators.

Ongoing Optimization:

Continuously optimized the campaign based on performance data to enhance results and achieve advocacy goals.

Impact

The legislative advocacy campaign for Illinois Action for Children yielded several outcomes including 11,800 website visits and 2,286 email sign-ups.

By partnering with Goldiata, IAFC not only effectively communicated the importance of early childhood funding, but also successfully achieved a significant legislative victory, furthering their mission to support underserved communities.