Foster 4 Council

Goals.

Our client, Foster 4 Council, needed to find effective and measurable new strategies to increase inbound enquiries from potential new foster carers across the North West region.

Despite having a partnership with many IFAs, Foster 4 Council wanted to find a way of generating new enquiries. They were eager to be able to support local people considering becoming foster parents and talk to them about what it takes to become a foster parent.

They also wanted and needed to become easily discoverable by local people actively researching and considering fostering.

Challenges.

Foster 4 Council’s key challenges and hardships included getting noticed by local people on social media and increasing engagement to drive enquiries and interest. They also wanted to obtain a method of identifying local people who had the potential to become foster carers yet were not currently considering it.

Furthermore, and perhaps most importantly, our client wanted their marketing efforts to be trackable and measurable to attribute leads and conversions to their marketing campaigns and uncover what works and what doesn’t to continue making data-driven decisions to increase their foster carer enquiries.

It was essential to Foster 4 Council that together, we could objectively see which marketing solutions impacted positively on the volume of enquiries and approvals.

Solutions.

We curated an integrated, blended marketing solution of search engine marketing, targeted Facebook and Instagram advertising, and a retargeting campaign, each tailored to serve their regional and local areas.

This masterfully gave Foster 4 Council a multi-platform presence at each stage of the consumer journey funnel – awareness, consideration, research, and acquisition, answering their problem of not being found by local people in their area.

Their targeted Lead Ads social advertising campaign drove awareness of their organisation whilst generating high-quality leads that they could both track and nurture through the use of Client Centre, a functional CRM system, marketing, and lead management tool.

Client Centre enabled Foster 4 Council to see their results and analytics in real-time alongside our regular and thorough reportage.

Alongside this, we ran web clicks, a social campaign optimised to drive website visits to uplift their website traffic, where users could find out further fostering information and be led closer to converting. Both campaigns were automated and optimised to decrease CPLs over time.

Furthermore, we ran a series of different creatives and optimised the ones that performed the strongest.

All social campaigns utilised first-party mosaic data to target online users located within specific postcodes, reaching predefined custom audience groups for the social-economical footprint of being the most likely persons to consider fostering.

To add even more impact to our social advertising campaigns, we ran a retargeting campaign across Instagram and Facebook for Foster 4 Council to reach users who interacted with their lead and web click ads yet did not convert. This was an effective strategy to stay present with interested parties and local audiences.

To complement and boost the social marketing solutions we devised for our client, we ran search engine marketing campaigns for each council and its local area. The campaigns ran across Google and Bing and were optimised to decrease CPL.

Our client witnessed the reduction of CPL and other metrics with their access to real-time analytics in Client Centre and regular performance reviews with our Digital Account Managers and Digital Marketing Consultants.