New York City Administration for Children's Services
The New York City Administration for Children’s Services (ACS) protects New York City’s children from abuse and neglect. Along with their community partners, ACS provides neighborhood-based services to help ensure children grow up in safe, permanent homes with strong families.
ACS had a great need to recruit Foster Parents specially within the African American and Hispanic communities. Our focus was targeting areas with high numbers of children in need of foster homes, in hopes of keeping those children within their original communities. To do this, we utilized local newspapers as well as online ad networks targeting middle-class families throughout NYC.
ACS had a great need to recruit Foster Parents specially within the African American and Hispanic communities. Our focus was targeting areas with high numbers of children in need of foster homes, in hopes of keeping those children within their original communities. To do this, we utilized local newspapers as well as online ad networks targeting middle-class families throughout NYC.
Local newspapers were used to target specific neighborhoods in great demand of Foster Parents. We used a combination of English and Spanish language papers to demographically and ethnically target adults who might be interested in learning more about becoming a Foster Parent. To reach Hispanic communities, we utilized publications such as El Correo de Queens, El Diario La Prensa, El Especialito (Washington edition), El Especialito (Brooklyn Edition) and the Manhattan Times. To target African American communities, we utilized Parkchester News, Queens Courier, Caribbean Life and Amsterdam News.
 Burst Media Screenshot  Burst Media Screenshot  AdGroups Screenshot  AdGroups Screenshot |
We utilized two ad networks, Burst Media and AdGroups, Inc., to reach potential Foster Parents online.
We created a multi-faceted program utilizing Burst Media to recruit foster parents in the NYC demographic. The Burst Media campaign delivered over 1.4 million impressions over a 4 week period strategically targeting Burst Media's Family, Education and News/Info network categories AdGroups, Inc. allowed us to strategically target African American and Hispanic households throughout NYC. This web banner campaign delivered over 4 million impressions over an 12 week period on websites created specifically for the African American and Hispanic communities. Both campaigns proved effective in reaching a diverse range of constituents interested in learning more about Foster Parenting in NYC. Burst Media's campaign received over 1,500 click-throughs to the ACS website. We noticed that the Family and Education categories out-performed the News and Information category. This user behavior will help us identify other strategic mediums for future campaigns. AdGroups, Inc. received over 1,400 click-throughs to the ACS website. Over 71 websites within their network highlighted the web banners ads throughout their entire site, offering a total domination of ads across multiple networks. This oversaturation ensured that the intended target audience was being exposed for long periods of time to the ad, translating into a higher impression rating and brand awareness for ACS. In addition to added traffic to the ACS website, we also noticed that certain creative worked better than others. This data will prove extremely useful for future campaigns, to help ensure that every dollar is spent wisely on the best mediums using the most compelling creative to guarantee a return on investment. |
