BoosterPro, a free online club fundraising platform, launched a new release of their software but had trouble getting noticed by their target audience—US parents of school-aged children. With a limited marketing budget and an aggressive timeframe, they weren’t sure what they could accomplish and if they could achieve a meaningful result.
In the early stages of seeking another round of funding, it was important that they had a marketing win to show investors. Management wanted to grow their Facebook audience (a known hangout for moms and dads), drive more qualified people to the BoosterPro website, and prove that they could reliably generate enough traffic to fuel their growth.
This project had a very limited budget and required immediate results. Ongoing product enhancements meant that the messaging for calls to action were potentially changing throughout the campaign, so we had to be very strategic about when and how we directly promoted the platform. The small budget constrained our ability to do ongoing audience segmentation and ad testing, thus limiting chances for optimization. Additionally, BoosterPro had not yet established an audience for their Facebook page, so we were essentially starting from nothing.
Polymath Marketing partnered with Kilroy Creative to build a successful campaign. Kilroy wrote weekly blog posts that we promoted on Facebook to a highly targeted audience. In less than two months (on a modest budget) we reached more than 97,000 unique people, achieved more than 2,500 post engagements, drove more than 14,000 new qualified people to the site, grew Page likes by 61%, and increased views of a promotional video by 86%. More importantly, we developed a working proof-of-concept for solid lead generation to roll out nationwide post funding.