THE CHALLENGE
As Cleveland Rape Crisis Center (CRCC) expanded its geographic reach across the Northeast Ohio area, it needed help increasing awareness of its services and resources to survivors in need.
THE STRATEGY & SOLUTION
We utilized both digital and traditional communication tactics to build a stronger brand, reach targeted audiences and encourage survivors to access services, if they desired.
We conducted the following:
- Redesigned the Cleveland Rape Crisis Center website to include the organization’s refreshed brand and optimized key terms survivors use when searching for assistance
- Assisted in the development of a grand opening plan for new locations, including advertising and public relations
- Developed an advertising campaign, using audience-specific creative and targeting, that included the following tactics:
- Digital display and paid social advertising
- TV and radio buys
- Out of home billboards
THE RESULTS
- Drove 35% more survivors to access services
- Supported the opening of five new CRCC locations in different communities across Northeast Ohio
- All advertising tactics met or exceeded industry benchmarks
- 133% increase in number of keywords ranking on Google search after the launch and optimization of site
- 33 media hits in two months, including six national media hits and a featured role in a CBS evening news piece about survivor stories
