Tusla is the dedicated State Child and Family Agency responsible for improving wellbeing and outcomes for children. In 2019, Tusla launched ChangingFutures.ie, a website created by young people with experience of Tusla services, which Piquant designed and developed. We developed a social and digital marketing campaign to promote the website among target audiences.
What we did:
- Marketing Strategy Development
- Campaign Schedule Creation
- Content Creation
- Social Advertising Management
MARKETING STRATEGY — We developed an integrated social and digital marketing strategy, defining the key objectives and targets of the campaign, developing detailed audience personas, identifying key messages and unique selling points, outlining each marketing channel and explaining key marketing initiatives to be carried out. The information defined at the strategy stage informed all subsequent steps of the campaign process.
CAMPAIGN SCHEDULE — Using the messages, audiences, and initiatives defined as part of the strategy development stage, we created detailed campaign schedules including organic and paid content across social platforms and digital marketing channels. These day-by-day schedules identified what content should be posted, on what date, and on which platform, and included the message, platform, post text, the date, and other useful posting details. We delivered monthly content schedules to allow the team in Tusla to carry out native posting in house.
CONTENT CREATION — For each monthly content schedule, we defined and developed the content needed to communicate each message. We created a monthly suite of graphics in a variety of formats and sizes for each social platform, which we then delivered to the Tusla team to carry out the campaign schedule.
SOCIAL MEDIA ADVERTISING — As well as the native content devised as part of the monthly campaign schedules, we also planned, launched, and monitored advertising content across social and digital platforms to support the native content placed by the Tusla team. We created social advertising content communicating multiple messages and aimed at various target audiences, placed on Snapchat, Instagram, and Facebook. We also placed ads on the Google Search Network, as well as pre-roll video ads on YouTube. For all advertising placements, we allocated spend, created animated video content, produced copywriting, defined audiences, placed the ads and monitored the results, producing monthly analytics reports.