Youth Villages Memphis, TN

Company Bio

Youth Villages is a private, nonprofit organization dedicated to helping children with emotional and behavioral problems and their families live successfully. For over 35 years, Youth Villages has worked to radically improve the lives of children across the country through an array of program models and services built around preserving and restoring families.

Scope

  • Non-profit
  • Memphis, TN

Overview

The Ask

ESM was tasked with developing a media plan for Youth Villages’ job recruitment needs in Memphis, TN that includes strategically allocated and tactically-chosen channels. 

The objective for this initiative was to fill job needs for users across a wide age range, both inside and outside of Memphis, within the Youth Villages organization.

The Challenge

At the start of our partnership, Youth Villages voiced that their primary challenges were brand awareness and reaching the right audiences to fill job needs within their organization. Through thorough research and planning, we were able to define the correct audience target and develop their media profile, to better understand how these users were consuming media, and incremental reach opportunities. Once we nailed down our audience segments, we used this information to inform our media channel selection. 

Why it Worked

The Approach

In the research and planning process of this campaign, ESM examined the audience composition of the Memphis market, to determine characteristic identifiers and media consumption habits of users in this area. This research was then used to inform our channel selection and media targeting.

The Solution

With the primary goal of reaching users of all ages to recruit  people within the organization to fulfill job openings, we developed a media plan that allocated budget across the most highly-trackable and conversion-oriented channels. The channel breakdown included these conversion channels like SEM, Facebook, and Instagram, branding channels such as Digital Display, Digital Video, Streaming Audio and traditional media including radio, TV, and print. Implementing conversion channels generated leads for job postings, and the combination of branding channels and traditional media increased awareness, impression delivery and overall reach. 

Results

Campaign Results

This is a 9-month, annual recruitment initiative started mid-September 2021 and is ending in June 2022. The following are the combined tactic results as of April 15, 2022. The campaign has continued to trend positively for exceeding our campaign metric estimates. We are continuing to generate awareness and draw users to the site. We can concretely see this through the progression and high number of total view-through conversions, which speaks volumes to how users in this market have become increasingly familiar with the Youth Villages brand, and are returning back to the site at a later point in time after being served an ad. 

13

Impressions

31

Clicks

8

View-Through Conversions

16

Social Media Engagements

Additional Work

At the start of 2022, we were tasked with launching media and marketing campaigns to support engagement with their Foster and Adoption programs in Memphis and surrounding communities of Tennessee. We were also given the opportunity to sit in on and lead focus groups with their recruitment team and the social service workers, who interact with and work closely with these children and families across the country, as well as with their marketing team which operates out of Youth Villages Tennessee headquarters. This collaboration provided us with a space to guide the marketing strategies of the people on the ground inciting change daily. The time spent in these focus groups surrounded ESM providing recommendations on how to:

  • Connect with families online through strategic marketing, inclusive of how to generate a strong social media presence, develop engaging and informative content, and use their online platforms to tell the stories of existing foster families and adoptive parents and children.
  • Tell stories that resonate with each of their unique communities, most of which include minority families, underserved youth, and poverty stricken areas.

ESM understands that human services agencies provide crucial support to vulnerable populations. Our work with Youth Villages reflects the care, understanding, and compassion with which we approach our work on behalf of our human services clients.

With the primary goal of reaching users of all ages to recruit  people within the organization to fulfill job openings, we developed a media plan that allocated budget across the most highly-trackable and conversion-oriented channels. The channel breakdown included these conversion channels like SEM, Facebook, and Instagram, branding channels such as Digital Display, Digital Video, Streaming Audio and traditional media including radio, TV, and print. Implementing conversion channels generated leads for job postings, and the combination of branding channels and traditional media increased awareness, impression delivery and overall reach.