Family Promise

Project Term: October 2019 - January 2021

The Scenario

Moira worked with Family Promise of the Jersey Shore (then Southern Ocean County) for nearly two years as their first dedicated marketer. She provided strategy, copywriting, and content creation for social media, email, and web design. Family Promise witnessed major growth online by providing a unified marketing strategy and expertise-driven.

The Analytical Approach:

The primary goal of FPJC’s marketing strategy was to begin regular communications with community stakeholders, donors, and volunteers, and establish the organization as a leader in the local non-profit space. Before joining the organization, there was a lack of awareness and understanding of the organization’s mission in the community, as well as brand confusion with other similarly named groups.

The Creative Approach:

The creative approach was shaped in part by the national branding established for affiliates. The core social pillars were focused on highlighting the organization's programs and success stories. This included education, news, and current events, especially during the COVID-19 pandemic.

Results of the Approach

During the project Term, Family Promise saw significant online growth, including a 7% increase in Instagram engagement rate and a 15X increase in Facebook post engagements. Email marketing also saw a 42% average open rate and a 28% growth in subscribers.