Digital Marketing Campaign
Indiana Blind Children's Foundation
Account Manager
Lori Byrd
Key Team Members
Logan Acton
The No Limits video series promotes the rallying cry, “NothingAbout Us Without Us”through the stories ofKyan, Nikki, EJ, and Samantha. The students were involved in the process from the creation of the videos, input in messaging creation, all the way through the approval of their specific portions of the campaign.
Situation
The Indiana Blind Children’s Foundation (IBCF) received a grant to enhance awareness and promotion of their “No Limits” video series. This documentary-style project, produced in partnership with 12 Stars Media, follows four students from the Leadership Club at the Indiana School for the Blind and Visually Impaired, facilitated by IBCF. To drive the campaign strategy and implementation, IBCF collaborated with 1909 DIGITAL.
1909 implemented a hollistic brand strategy using SEM, Video, and Display Advertising (Google Ads), Google Ads for Nonprofits, paid social media advertising within the Meta network, organic social media, earned media, and network outreach.
Planning
Our team worked hand-in-hand with IBCF to determine the best strategic plan for the awareness campaign, which included:
- Facilitating marketing and organizational intake
- Audience targeting
- Messaging development
- Staff & stakeholder training
- Ensuring campaign content is accessible to a broad audience
- Writing all campaign content
- Holistic creative ideation
- Ongoing collaboration with the video production company
- Graphic & advertising design
- Landing page design & creation
- Curate in-person gallery of campaign graphics
- Facilitating & implementing broad network outreach
- Campaign implementation
- Campaign monitoring & optimization
- Comprehensive reporting & stakeholder presentation
based on KPIs
Solutions
- Centralize the Campaign Messaging Focus on the Students’ Stories
Our messaging framework was centered on the compelling stories of the students, with each student involved in the campaign approving the final message. - Utilize Videos to Share Their Stories
We integrated these videos throughout the campaign, featuring them on the landing page, in paid advertisements, and across organic social media posts. - Create a Captivating Landing Page to Showcase the Students’ Stories
By including a dedicated video for each student and adding educational resources, we enhanced visitor engagement and prolonged interaction with the page.
- Engage IBCF’s Stakeholders to Amplify Campaign Awareness
We developed an informal CRM to assist IBCF leaders in identifying and mobilizing potential stakeholders and ambassadors. We also conducted a training session to teach them how to effectively engage their followers. - Encourage Inclusivity Through Education
Educational resources were consistently shared on the landing page and in our organic social media posts to foster a deeper understanding and inclusivity. - Extend Outreach to Earn Media Placement
We proactively contacted our network to secure features. Asa result, Nikki and Samantha were highlighted as “Mavens inthe Making” on Indy Maven’s website and in their newsletter.
We successfully connected with the Indianapolis community, fostering genuine awareness and engagement for our cause by honing in on our target audience and crafting precise, authentic messaging.
Campaign Results
Ad Results
The ad campaign yielded outstanding results, generating over 5,000 link clicks with an incredibly low cost per video view of less than a penny.Organic Post Performance
Organic posts saw a remarkable increase in reach, averaging 324% more than the previous period and garnering 57,882 impressions.Video Views
The campaign successfully reached a total of 171,499 video views, significantly expanding our audience engagement.Ambassador Outreach Impact
Ambassador outreach was instrumental, driving 1,093 link clicks to the landing page and contributing substantially to the overall 6,966 visits.
Advertising Samples
Did you know that while the national unemployment rate is 4%, the unemployment rate for individuals who are blind or visually impaired is over 70%?
We challenged this statistic and many more by shining a light on the bias many people unknowingly carry.
Campaign Wins
This campaign marked a significant evolution in the collaboration between IBCF and 12 Stars Media. For the first time, a concerted effort was made to amplify the reach and encourage engagement of the videos produced, thanks to a grant from the Arthur Dean Foundation. During the advertising window, the campaign achieved over 1.5 million digital impressions, and we hope the impact of this work continues to resonate.
We are immensely proud of this campaign and the dedication of the No Limits Club students in sharing their stories. It was an honor not only to support this initiative but also to equip the IBCF staff with the skills to replicate this campaign process for future projects.