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Case Study: Balancing Social with Anonymity
How do you target a millennial audience using social media without compromising confidentiality?
We were hired by a crisis pregnancy center to consult on client growth strategy. They wanted to reach more clientele and grow their brand. The problem? Their primary audience is millennials who are on social media. Because of confidentiality, we cannot promote their center in the same way that another business may use social media, nor can we measure results in the same way.
Generally, social media is built on client engagement. In a sensitive industry like pregnancy services, clients will not want to have their names publicly associated with this type of page, and they also may be reluctant to post reviews. Likewise, the staff at this center cannot engage with clients publicly because this would breach their privacy policies.
We created a Facebook page and Instagram account for the business that feature services and encouragement written specifically for someone who may find themselves in a crisis pregnancy. To generate page growth, we reached out to staff and their friends to establish a base page following of 200+ members. We also contacted past clients privately who had a positive experience and were willing to post public reviews.
As a result, the center has enhanced SEO and search results because of keywords used in social media, and is reaching a broader audience to drive traffic into the center. While social media is being used for marketing purposes, all of the content is authentic and informative so that the center staff can focus on helping more clients in need of free pregnancy services.