Connecting with a Small Target Audience
Challenge
When the problem you’re solving is huge, but the audience is niche, and budget is limited, what do you do?
That was the situation for a nonprofit that included a school, post-secondary programming, and other services for neurodiverse individuals ages 4 to 28. Through word-of-mouth, they had grown rapidly since their founding, but they were still a “best-kept” secret — not helpful for parents desperately looking for solutions.
Solutions
Working with the head of development, who was also leading marketing, we built a strategy around “problem aware/solution aware” caregivers. Meaning, if they were looking for a new school, for mental and behavioral therapy, or for post-secondary options, we wanted them to find this resource, fast.
To accomplish that on a smaller budget, we chose search engine marketing as the largest marketing spend, and then built up strong foundations around that: a new website, comprehensive collateral, and ongoing story-telling both through blog posts and social media.
Results
Increased web traffic from search led to more inquiries for tours, which filled the pipeline!
Messages Matter role
Marketing plans; content strategy & creation; fractional senior leadership; digital agency liaison.
“Tara proved her worth quickly and we hired her for several more one off projects before finally hiring her as our interim marketing director during a time of transition for our organization. I highly recommend Tara for your marketing needs. She ensures that every project she works on is of the highest quality and she always delivers. Truly couldn’t recommend her enough.”