Results  

Audience and Insight

• Identified three target personas through collaboration with social workers and market research, focusing on empty nesters, single women, and families with children 8 and older

• Built messaging around what motivated each audience and what was holding them back

Creative Development

• Partnered with Cedar Creative and the marketing team to conceptualize a short film designed to resonate with each persona

• Contributed to the central messaging, concept development, and script

• Crafted persona-specific campaign messaging

• Identified real foster parents from each group to serve as testimonials, increasing authenticity and trust

Channel Strategy and Distribution

• Distributed the film across organic social, paid social, and church resources, driving audiences to a focused landing page built to capture interest without friction

• Focused paid and organic efforts on Facebook and Instagram where target personas were most active

• Adapted long-form video content into channel-specific assets to maximize reach and efficiency

Conversion and Nurture Strategy

• Built persona-based nurture streams triggered by form responses, guiding each audience through testimonials relevant to their life stage, the foster parent process, FAQs, and differentiators such as 1:1 social workers, financial support, free counseling through Pathways, and a community network of foster parents

• Led non-converters through an alternative engagement path at the end of the nurture series, inviting those who did not complete the foster parent form to engage in other ways and remain connected to the mission

Optimization

• Ran A/B testing on ads and landing pages to optimize performance throughout the campaign

• Tested nurture stream engagement and drop-off points, adjusting content, timing, and calls to action to maintain momentum and improve conversion