Challenge Raising Awareness To A Brand New Center
National Center for Civil & Human Rights represents an icon of history and story telling to share the true premise of the African American experience and the effect of civil and human rights on America. Founded in 2014 and located in Atlanta, GA, the center was just in its infancy stages to bring awareness to its center and get people into the doors. They continue to have a need to drive membership, promote it’s events, and most importantly drive people into its doors.
However, over the last 3 years, there was a strong need to expand it’s digital marketing efforts. The marketing team originally reached out to Propellant Media for geofencing, but we saw an opportunity with the Google Grant, and other digital tactics to bring exposure to the center.
Strategy & Tactical Execution
Our team helped the civil rights museum apply for the Google Grant which is a $10,000/month advertising credit that only non profits and 501c3’s have access to. Our team also utilized our advanced site retargeting and geo fencing capabilities to better promote their events and retarget to those who visited museum. Below are the tactics we devised for the center:
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- Geofencing Marketing – Our team built geo-fences around competitor atlanta attractions. We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about visiting the Center For Civil & Human Rights Museum.
- Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 4 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and their existing use of Meta (Facebook/Instagram).
- Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
- museums in atlanta
- african american museum atlanta
- martin luther king museum
- atlanta museums
- things to see atlanta
What We Achieved With The Center
First, our team was successful in securing the grant for the Center For Civil & Human Rights Museum which they’ve been able to utilize 80% of it month-over-month. In addition, our geo fencing and site retargeting campaigns helped the art museum secure more fundraising dollars and a heightened awareness of the art museum.
We sold over 3500 tickets last year from the use of the Google Grant. And from the geofencing marketing, we tracked over 200 walk-ins from people who saw or clicked on the ads and then chose to visit the center. Please note there is a 30 day rolling window in which we can track those who saw the ads and visited the center.
They have been a client for over 3 years and we continue to engage with the center, including Meta (Facebook/Instagram) Advertising.
