Digital Marketing Campaign
NAMI Northern Illinois
Created: Summer 2020
Objectives
- Increase awareness of the National Alliance on Mental Illness (NAMI) Northern Illinois’ annual golf fundraiser, Mulligans for Mental Illness
- Increase the number of golfer registrations for Mulligans for Mental Illness
Strategy
- Utilize Facebook Ads Manager to promote the event on social media
- Implement Facebook Pixel to track social conversions
- Utilize NAMI Northern Illinois’ Facebook and website to promote golf outing via infographic and multi-image posts
- Boost event posts to expand reach
- Create Google Search (PPC) campaign, targeting keywords “golf fundraiser,” “mental health awareness,” “golf outing,” etc.
- Submit event to local community calendars
Results
Social Advertising
- Over $1K raised in golfer registrations through NAMI’s Facebook ad
- >18,000 impressions
- Engagement rate ranking, quality ranking, conversion rate ranking all “above average” in comparison ads that competed for the same audience.
Paid Search
- Over 11,000 impressions