MULTIMEDIA AD CAMPAIGN

For more than 30 years, PRC of Metro Richmond has served women and their partners facing an unexpected pregnancy. Annually, they serve over 1,100 people in 75 zip codes in and around Richmond, Virginia by offering resources and practical assistance for life-affirming choices.

The communication challenge:

The people PRC of Metro Richmond serves each year are just a fraction of those in need of help—and hope—in the midst of an unplanned pregnancy. The organization wanted to focus on reaching more women at risk for abortion with information about the services they provide.

Kumveka's solution:

We developed a robust plan that targeted PRC of Metro Richmond's key audience demographic, utilizing a variety of methods to reach her during two separate ad campaigns.

RESEARCH
+ Leadership Alignment Workshop
+ Advertising Test

STRATEGY
+ Audience Persona
+ Marketing and Media Plan

CREATIVE
+ Social Media Ad Series
+ Outdoor Ad Series
+ Radio Ad
+ Instagram Posts
+ Website Design

Results:

Since our partnership with PRC of Metro Richmond began in November 2016, they've seen a 54% increase in calls and a 13% increase in visits.

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SOCIAL MEDIA ADVERTISING TESTS: Instagram & Snapchat

"Kumveka's marketing and creative design expertise measurably expanded our reach. Thanks to their team, we are able to invest our marketing dollars in a strategy that produces increasing return."

– Kim Warburton, Executive Director, PRC of Metro Richmond

AUDIENCE PERSONA

An audience persona is personal profile of the audience you most desire. It is developed out of research and:
✓ Forces focus
✓ Informs and filters every decisions
✓ Infuses compassion into your communication

RADIO AD

OUTDOOR AD SERIES