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Manchester City Council are responsible for a number of services within the borough of Manchester, including: adoption, libraries, schools, recycling etc.
Senior Digital Account ManagerFollow @HeatherClicky
Digital Marketing AssistantFollow @ShannonClicky
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.
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.
Web & Marketing