Manchester City Council.

Manchester City Council often run campaigns with Clicky Media, and recently we were tasked with building and managing a search and display campaign to promote their adoption service.

Being a metropolitan area, Manchester has a large number of children that require to be cared for by the local authority with a percentage of these children becoming available for adoption.

From research conducted with people who have previously adopted, Manchester City Council understood the motivations behind why people adopt and who needed to be the target for the campaign.

The main objective of this campaign was to find people who are best able to meet the needs of the children who are most difficult to place, and generate enquiries for the adoption team to convert to approved adopters.

project aims

• Encouraging people who were already thinking of adoption to consider Manchester City Council as one of their options, and encourage the group being targeted to visit the Manchester City Council website or call the adoption team for more information.
• Increase the number of people from a BME background to consider adopting with Manchester City Council with a particular need for Black African/Caribbean parents to come forward.
• Increase the number of people aged between 31 and 45 who are looking to adopt to come forward.

results

When compared with a similar campaign last year, this campaign saw a 1282% increase in clicks, 2641% increase in impressions and cost per click improved by 28.63%.

Manchester City Council saw a big uplift in web visits and digital stats, but more importantly, the adoption team witnessed very positive outcomes to the campaign. There was a large increase in people coming forward as potential adopters, and a significant increase in attendance at the information evenings.

This in time will result in the number of approved adopters increasing in Manchester and providing loving families for some of the city’s most vulnerable children.