NJ Department of Children and Families (NJDCF) Resource Parent Recruitment Campaign

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

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