Central Park Conservancy

Google Grant Campaign
The Challenge

Central Park Conservancy was awarded a Google Grant, which offers qualifying non-profits up to $10,000 per month in free AdWords advertising. However, they were underutilizing this valuable resource by not maximizing their free budget every month.


TLC Solution

TLC took over management of Central Park Conservancy’s Google Grant account in June 2011. By carefully monitoring the ad performance and tweaking our test Adwords so that only the best ads run, we were able to maximize use of this free resource.

Channels
    Direct Mail,Digital Advertising,Telemarketing

Campaign Highlights

Maximizing Resources
CPC was originally spending $300 per month. With TLC’s help, CPC now spends an average of $9,000 per month in Google Grant money.

Monetized Ads
After successfully collecting email addresses through online advertising, we’ve now monetized the ads with a direct call to action for membership.

Coordinated Channels
With ongoing track ad campaigns, TLC has coordinated direct mail campaigns to maximize efforts and increase results.


Testimonial

- Terri Coppersmith, Director of Membership and Annual Giving