The Challenge for a Non-Profit Expanding Awareness

SwimStrong Foundation, a non-profit dedicated to promoting swimming as a life-saving skill and competitive sport, faced challenges in raising awareness and engagement. While swimming is a popular activity, SwimStrong struggled to gain recognition for its initiatives compared to other sports and recreational programs.

SwimStrong had three primary goals:

1. 1. Engage youth with a passion for swimming and introduce them to competitive swimming programs.
2. 2. Increase membership and support for the foundation.
3. 3. Attract more viewers and participants to swimming events and competitions.

After learning about geofencing marketing, the foundation’s marketing director sought innovative strategies to enhance their outreach. They aimed to supplement their existing efforts, including Google Ads and social media, with more targeted approaches. We implemented a multifaceted campaign featuring geofencing marketing, programmatic audio, site retargeting, Google Ads, and an advanced Facebook/Instagram advertising tactic.

Marketing Mix for SwimStrong Foundation Campaign

Our team devised a comprehensive strategy, utilizing various digital marketing channels to maximize reach and engagement:

Geofencing Marketing – We created geofences around community centers, schools with swimming programs, and popular swimming venues. Instead of covering the entire country, we focused on key areas such as California and New York, where swimming has a strong following.

Site Retargeting – To ensure continuous brand recall, we developed a site retargeting campaign, serving ads four times a day per person to those who visited the foundation’s website. This reinforced our other digital advertising efforts, including Google Ads and social media campaigns.

Google Ads – We targeted specific search terms such as:

• Competitive swimming
• Swimming lessons
• Swim meets near me
• Join a swim club
• Community pools near me

Facebook/Instagram (Advanced Tactic) – We employed a unique approach to leverage our geofencing data. By importing our geofencing audiences into Facebook and Instagram, we achieved highly targeted advertising. This method went beyond simple radius targeting, using precise geofencing data to enhance ad effectiveness on social media.

Results of the Geofencing & Google Ads Campaign

The results for SwimStrong Foundation were impressive, showing significant improvements in engagement and conversions. Key outcomes included:

• Conversions: Over 500 individuals expressed interest in joining the foundation’s programs.
• Donations: More than 30 new donors supported the foundation.
• Clicks: The Meta campaign alone generated over 4,000 clicks, significantly increasing website traffic and event participation.

Conclusion

This case study demonstrates the power of geofencing marketing combined with a robust digital strategy to overcome traditional advertising challenges. By focusing on precise location-based targeting, SwimStrong Foundation successfully increased awareness, engagement, and support for their programs.

Geofencing marketing can drive more leads, enhance engagement, and elevate brand awareness. If you’re looking to incorporate innovative marketing strategies like geofencing into your campaigns, contact us today to see how we can help.

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