They say never work with children or animals, but don’t tell that to Hit Search: the online marketing experts are celebrating after taking a top prize at the Northern Digital Awards for their work with one of the UK’s leading children’s charities.
The Liverpool based agency won Best Digital Marketing Campaign Third Sector for their work with Alder Hey Children’s Charity; namely promoting a brand new hospital set to open in 2015.
Alder Hey in the Park is a state of the art children’s hospital with a design inspired by children and set within the grounds of an idyllic park. The amazing development will provide recreational therapy in addition to the very latest treatment and research facilities. Perhaps most amazingly of all, it will feature a living roof; and this won’t simply boost the hospital’s green credential, but will also make it the most sustainable healthcare facility ever built.
Hit Search were enlisted to drive donations for Alder Hey in the Park, whilst also increasing awareness of the beloved children’s hospital online; and in particular the great work delivered by the Alder Hey charity.
A multi-channel marketing campaign was built around a Google Grant for PPC, but with bids capped at just $2 Alder Hey was priced out of all generic “charity” terms or variations on “children’s hospital”. Even long tail keywords like “charities for kids with cancer” had too high a bid value.
Instead, Hit Search researched their audience and kick-started the campaign from scratch with a whole new set of targets, including the hospital’s own event calendar plus other sport and social events. In addition to these long-tail targets, Hit Search bid for specific departments, clinics and medical procedures to capture the most relevant searches possible within their bid remit.
SEO, CRO, PR and social media have also been integral to the campaign which continues to go from strength to strength. Last year, Hit Search doubled the volume of traffic to the Alder Hey Children’s Charity site while conversions have increased from around 57 a month to more than 700.
Upon hearing of Hit Search’s success, Clare White, Director of Charities at Alder Hey said:
“Congratulations to Alder Hey for their success at the Northern Digital Awards. They deserve this recognition for their brilliant work boosting the profile of the charity online.
“We chose to work with Hit Search because of their experience and the fact that they are a local company with ties to Alder Hey. But we couldn’t have expected how helpful they would be, from devising a new strategy for our PPC campaign, to introducing other opportunities like advertising on Twitter, which has been really useful in a short space of time.”