Cleveland Rape Crisis Center

Leveraging a media “moment” into a strategic opportunity.

Analytics + Creative + Digital Marketing Communications Media Relations

THE CHALLENGE

As Cleveland Rape Crisis Center expanded its geographic reach across the area, it needed help increasing awareness of its services and resources to survivors in need, and it turned to D&E.

THE INSIGHT

Use a mixture of digital and traditional communication strategies to build on the growing national awareness around sexual abuse with the #MeToo movement and use it to build awareness of its services in our local market.

THE SOLUTION

  • Develop an advertising strategy, using key tactics – such as paid social (Facebook/Instagram and Twitter), digital display, traditional media (TV and radio) – to build a wider community presence and reach survivors where they are spending their time.
  • Redesign the website to make it mobile-friendly and easier for survivors to find the resources available (using SEO best practices)
  • Build media presence and awareness with a robust media relations strategy

THE RESULTS

  • Higher than anticipated traffic to the new locations, sparked in part by increased demand and in part by broader awareness of Cleveland Rape Crisis Center
  • 29% increase from 2016 to 2017 in number of contacts to CRCC*
  • 16% increase from 2016 to 2017 in number of survivors receiving direct services*
  • 33 media hits in two months, including 6 national media hits and a featured role in a CBS evening news piece about survivor stories

 

*D&E started managing the advertising program for CRCC in early 2017.

Learn more about the team that worked on this project

Managing Director / Creative Director

Kevin Poor

Assistant Vice President

Nicolle Huffman

Integrated Media Advisor

Kate Kinison Armstrong

Graphic Designer

Devin O’Neill
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