NJ Department of Children and Families (NJDCF) Resource Parent Recruitment Campaign
June 2023 – September 2024
Objective
Working with the New Jersey Department of Children and Families to drive awareness of the need for Resource (Foster) parents, our team implemented a statewide campaign to drive traffic to the NJDCF web page to educate individuals and families and to increase applications statewide, with a particular focus on five high-need counties: Atlantic, Camden, Essex, Gloucester, and Mercer.
Results
Created copy and graphic design for three versions of the campaign ads to appeal to a statewide audience through digital advertising tactics and out-of-home billboard advertising.
Digital tactics include Digital Display Banner Ads, Social Boost Digital Display Ads, (lookalike Facebook ads placed programmatically across the web) and Sponsored Content on Patch.com
Positive Solutions delivered a combined:
16.3M+ impressions
29.5K+ clicks
CTR of 0.19%
Out-of-Home tactics include strategically placed billboards along high traffic areas in five high-need counties.
Positive Solutions delivered a total of 7.2M+ impressions
As a result of the yearlong campaign, the Department received an average of 47% monthly increase of inquiries into the Foster Care program
