brief
For over 50 years, Phoenix Futures has supported individuals, families and communities in demonstrating that recovery from substance use is possible.
The charity offers a range of services across the UK, including residential, community, prison and specialist programmes that provide psychosocial support to aid people on their recovery journey.
Phoenix Futures approached us to promote their Sheffield Family Services and the launch of a new women-only residential property, Ophelia House.
our strategy
Given the specific audience profiling and targeting requirements, we carefully selected media channels to achieve the best ROI using the ad creatives available.
The selected media mix included:
- Trade magazines
- Digital display on third-party websites
- Newsletter sponsorships
- Online sponsored features
- Facebook and Instagram advertising
- LinkedIn advertising
- Google Search PPC
Prominent managed the entire process from negotiating costs and sending artwork to optimising campaigns. We collaborated closely with the charity to ensure all activity stayed within the allocated budget. Additionally, we secured several complimentary opportunities by negotiating with media suppliers.
Throughout the campaign, we closely monitored digital activity, optimising performance where possible, including running A/B tests. Regular updates were provided to the client to ensure transparency and allow for any necessary adjustments to maximise the campaign’s effectiveness.
After the campaign concluded, we delivered a comprehensive end-of-campaign report to Phoenix Futures, detailing the activities undertaken, visuals and key statistics. This report was used to evaluate successes and identify areas for future improvements.
our results
Through both campaigns, Prominent successfully raised awareness of the brand and achieved the following:
- 51,100 print readership
- 26,345 digital readership
- 62,813 newsletter subscribers reached, generating 812 clicks to the website
- 80,000 impressions through digital display ads, resulting in 34 clicks
- Digital advertising garnered over 620,000 impressions and more than 6,000 clicks to the website
Social media advertising also generated positive interactions, with users recommending Phoenix Futures’ facilities and services, and some former service users reconnecting with the charity.
