Client: Idaho Public Television Project: Social Media Ad Campaign
Every year, 63% of Idaho Public Television’s (IPTV) operational budget is derived through private donations, which means that marketing efficiency is paramount to their success. To maximize their media budget, social media has become an integral part of the media mix to promote IPTV’s December and March Festival Campaigns.
In 2019, we increased the social media portion of the budget to create a more aggressive digital strategy and found it to be highly successful. Facebook and Instagram ad sets were created, and placed statewide, to promote a variety of IPTV’s special programs that were airing during each two-week festival period. Social media boosted our overall reach and frequency by over 35%, resulting in high visibility for IPTV and funds raised that exceeded their goals.