Aged Rights Advocacy Services (ARAS)
Case Study
Purple Giraffe can develop and implement a digital marketing strategy to engage and interact with your target audience, and deliver meaningful results for your organisation.
Project Overview: ARAS WEAAD Online Forum "Perception vs Reality"
One of the most vulnerable populations, older people, often face mistreatment and neglect. For the past 18 years, Aged Rights Advocacy Service (ARAS) has been hosting an annual conference to mark World Elder Abuse Awareness Day (WEAAD). The 2023 forum was again held online and was themed “Elder Abuse – Perception vs Reality”. The forum brought together industry experts, policy makers, researchers, health and aged care industry workers, and the general community to address the complex and concerning nature of elder abuse.
ARAS approached Purple Giraffe to build a campaign to raise awareness and drive registrations for the WEAAD online forum through the following:
- Paid Social Media Advertising
- Organic Social Media
- Email Marketing (eDMs)
- Public Relations (PR) Support
The KPI was to surpass last year’s forum registration number of 600 people.
Targeted Advertising
A paid social media campaign was developed to drive awareness and reach to a broader Australia-wide audience as well as increase registration efforts. Targeted ads ran across Facebook and LinkedIn, and included awareness, traffic and re-marketing campaigns.
Outcomes:
- The paid campaign ran for 2 weeks in the lead up to the event
- Facebook ads generated 248 leads to the Eventbrite page, 7,193 ad clicks, 3,034 engagements, 231 ad post reshares, and 124k impressions
- LinkedIn ads had a lower proportion of the budget and adopted a more targeted approach than Facebook, generated 62 ad clicks, 180 engagements and 20k impressions
- The Facebook platform was effective in generating higher engagement, while the LinkedIn campaign was seen as a targeted approach with selective reach - both platforms had their merits, and combined to deliver a strong result for the client
Organic Social Media
To raise awareness and stimulate interest for the forum with the existing ARAS audience, Purple Giraffe developed and implemented an organic social media strategy.
Outcomes:
- Purple Giraffe rolled out a series of social media posts across ARAS’s platforms including Facebook, Twitter, and LinkedIn. These posts put the spotlight on guest speakers, showcased sponsors, and shared key messages to encourage registrations
- The social media campaign witnessed impressive stats over the period of the campaign included a net audience growth of 10.9%
- Facebook recorded a total of 2,063 impressions, and 61 new page followers
- LinkedIn obtained 1,570 impressions, and 21 new page followers
- Twitter achieved 1,792 impressions, and 5 new page followers
Email Marketing and Public Relations Support
To sustain and further amplify interest and awareness of the WEAAD Elder Abuse forum, Purple Giraffe supported PR efforts to capture media attention, highlighting the importance of the forum and the speakers involved. This included a press release distributed to media outlets and influencers within the industry. as well as a series of eDMs to engage potential attendees and stakeholders.
Outcomes:
- Purple Giraffe wrote a media release which was distributed in advance of the event and had an open rate of 29.7%
- A series of 5 eDMs were distributed to the ARAS database of subscribers and industry stakeholders leading up to the event, highlighting the forum program, guest speakers and registration attendance
- The eDM campaign generated a total audience reach of 11,837 and open rate of 28.3% (above industry standards of 25.17% sourced from MailChimp)
Results
The campaign implemented by Purple Giraffe significantly contributed to amplifying the awareness of the WEAAD online forum and succeeded in bringing in a larger, engaged audience. The combined marketing efforts contributed to 866 registrations, which was a 44.3% increase on registrations from the previous year.
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