Role
Ad Manager, Copywriter, Strategist
Client
Pallet
Platforms
Website, Social
Focus
Lead Generation and Awareness
Impact
Campaign resulted in 55+ new government and non-profit leads, and a competitive CPL of less than $75 on LinkedIn
THE CHALLENGE
Pallet’s mission is to solve unsheltered homelessness with a holistic “village” model. Pallet is first and foremost a manufacturing company which builds tiny shelters, bathrooms, and community spaces for people experiencing homelessness. When paired with a nonprofit or service provider, this creates a micro ecosystem of aid and progress toward long-term housing solutions.
Pallet had been active for a number of years, but had never done a cross-departmental marketing campaign to promote their village concept. The company focused heavily on word-of-mouth marketing, which fell into the hands of the sales team completing villages (an incredibly long process).
THE STRATEGY
When developing the annual marketing plan, we brainstormed “Pets of Pallet” – a content-heavy campaign focused on sharing why people and their pets should stay together in our shelter villages.
By including pets, we could gain media attention, government and service provider leads, and educate our audience about the importance of solving unsheltered homelessness. Additionally, we wanted to bring in a more sympathetic element to the conversation: pets emotionally support the lives of their owners.
Our small marketing team went on site to a Pallet shelter village community in California to interview several community residents about their experiences.
For this campaign, I:
- Interviewed 5+ Pallet residents for feature stories with a videographer/photographer.
- Wrote a white paper focused on Grand Junction, Colorado, which was a pet-friendly community funded by PetSmart Charities.
- Ran a LinkedIn Lead Generation campaign to gain the attention of government officials and non-profit leaders.
- Created a unique campaign landing page embedded with a Salesforce form.
- Helped storyboard and launch five short-form YouTube videos for organic and paid social.
- Launched social media ads for Twitter, Facebook, Instagram, and LinkedIn to drive attention to blogs and the campaign landing page for retargeting.
THE IMPACT
The campaign landing page and LinkedIn Lead Generation ads resulted in 55+ new leads. Each lead on LinkedIn was less than $75 CPL, beating the LinkedIn industry average of $150.
