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Driving Success For Reboot

The Stats & Results:

Client: Reboot – PTSD Resurrected

Industry: Not-for-Profit

Engagement: Short-Term Fundraising Campaign

Increase in lead delivery, showing a substantial boost in engagement and interest.

0 %
ROI on E-Campaign, reflecting the effectiveness of our targeted email strategies.
0 %
Decrease in Cost-per-click.
Indicating more efficient ad spending.
0 %

Background

Reboot – PTSD Resurrected, a not-for-profit organization dedicated to supporting individuals with PTSD, approached Station Street Agency with an ambitious goal: to raise funds through ticket sales for a raffle featuring a $72,000 luxury performance vehicle. Despite their noble cause, they faced significant hurdles, including a lack of warm audiences, no lead time, a brief 6-week campaign period, and the challenge of selling high-priced tickets to a wary audience.

Objectives

The primary objective was to sell 8,000 tickets within six weeks to raise substantial funds for their cause.

Challenges

No Warm Audience: Reboot lacked a pre-engaged audience, making initial outreach challenging.

Short Campaign Duration: With only six weeks, time was of the essence.

High Price Point: The high ticket price required a convincing value proposition.

Credibility and Visibility: The target audience was initially wary and suspicious due to a lack of visibility and credibility.

Strategies and Implementation

1. Social Media Strategies

To warm up the audience and build credibility, we implemented a multi-faceted social media strategy:

  • Brand Awareness Campaigns: We launched campaigns to educate the audience about the luxury car and the cause. This included visually appealing posts and stories that highlighted the car’s features and the mission of Reboot.
  • Combined Campaigns: We created content that combined both elements, tying the value of the car to the impact of supporting PTSD recovery.

2. Ad Campaign Design and Execution

To improve cost-per-click and engagement, we:

  • Audience Testing: Conducted extensive testing to identify the most engaged audience segments.
  • Retargeting: Retargeted individuals who clicked through to the landing page, keeping the campaign fresh in their minds.

3. Email Marketing Strategies

Our email strategy was designed to achieve a high ROI by focusing on key touch points:

  • Event-Based Outreach: Initial emails were timed around significant events, such as Anzac Day, to capitalize on heightened emotional engagement.
  • Targeted Follow-Ups: We retargeted those who showed interest with follow-up emails explaining the benefits of ticket purchase, emphasizing both personal gain (the car) and the broader impact on PTSD support.

4. Tracking and Measurement

To ensure accurate tracking of lead delivery and campaign effectiveness, we:

  • Link Tracking: Monitored all links meticulously.
  • Analytics Tools: Used sales platforms and Google Analytics 4 (GA4) to analyze audience behavior and track conversions.

A pivotal tactic was focusing on the immediate benefit to the audience—the luxury car—before highlighting the impact on Reboot’s mission. This approach proved to be highly effective, as it tapped into the audience’s primary interests.

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