Community Action of Nebraska was losing program participants at a fast rate and were at risk of losing their funding, but don’t worry, we created a solution for that! Eleanor Creative developed a bold, compassionate, and direct consumer campaign that connected people in need to their life-changing services.
Community Action of Nebraska serves over 80,000 people annually in Nebraska. Through their programs, Nebraskans can receive job training, take classes on financial literacy, get connected to food banks or food commodities, take free college classes, enroll their children in HeadStart, and more.
The problem Community Action faced was their enrollment numbers. For the majority of their programs they were seeing a significant decline. Consequently, if there are not participants enrolling, they lose funding and the program would cease to exist – leaving thousands of Nebraskans without the services they desperately need.
Strategy and Tactics
Community Action of Nebraska relied heavily on traditional media in the past: newsprint, radio, and posting flyers in the community. They did not make the transition to digital media, hence, they lost a connection to the primary audiences. In addition, their messaging was indirect and convoluted.
Creating a clear path forward with messaging, identifying their target audiences, and moving their marketing to digital platforms was a priority for our team. First we created advertisements based around “direct, solution-focused” messaging.
“We’ve Got a Solution for That”
Drafty Windows? We’ve Got a Solution for That.
Empty Fridge? We’ve Got a Solution for That.
Need a Higher Wage? We’ve Got a Solution for That.
In addition to clear messaging, we created digital campaigns for over 45 different programs across the state of Nebraska. We utilized Facebook and Instagram advertising, redesigned landing pages to increase conversions, and improved their SEO to reach more participants.
The results for this campaign were impressive. Every agency that offered the Commodity Supplemental Food Program saw an average increase of 2,900% in form submissions for services (an average for all nine agencies).
The forty-five programs experienced increased visibility, new program participants, and continue to receive the funding they need to guarantee services to their participants.