KVC Kentucky is a division of our longtime client KVC Health Systems, a national nonprofit that provides behavioral health care and social services for children and families in five states.
Before the pandemic, they counted on a steady stream of in-person referrals from schools for their therapy services, which dried up when lockdowns went into effect and schools went virtual. They needed to shift to digital lead generation and fast—so they asked our team to develop a strategy and implement it.
Developing the Plan
We first developed a plan for a 12-week marketing campaign, including channels, tactics, budget breakdowns, timelines, and tasks. Then we got to work.
Optimizing Google Ads & Landing Pages
After auditing an existing Google Ads campaign from previous digital referral efforts, we found several key areas in need of updates. Improvements included defining better ad group structure, writing keyword-focused ads, and optimizing landing pages for each.
Collaborating with In-House Teams
Working alongside KVC’s in-house marketing team, we ensured all tactics stayed on plan and any touch points they developed outside the campaign worked seamlessly with it. We then monitored key metrics, continually optimized, and prepared weekly reports.
Updating Creative for Seasonality
Starting in August and ending in October, our campaign’s creative began with bright summery colors and featured people in warm-weather clothing then transitioned to deeper jewel tones and people in sweaters for fall.
The 12-week campaign saw staggering results:
- Earned 319% ROI
- Generated 360 digital leads, at least 43 of which
became long-term clients
- Garnered 2.1M impressions, 26k clicks, and 29k views on the KVC Kentucky website