Big Brothers Big Sisters Alliance of Michigan

Project Name: Statewide Marketing Services

Dates: November 2023-October 2024

Goals: The COVID-19 pandemic significantly decreased the number of adult mentors for children through Michigan. The Big Brothers Big Sisters Alliance of Michigan, made up of 11 regional agencies, selected Edge through competitive bid to lead its marketing, graphic design and advertising initiatives. The campaign goals were to increase statewide awareness of the need for mentors as well as grow the number of mentors, especially among professional Black males.

Edge’s approach was meticulously designed to engage specific target audiences, with a particular focus on Black professional adult males. Key tactics included the creation of a customized campaign landing page, which served as a central hub for information and engagement. Additionally, Edge leveraged the power of digital advertising to enhance visibility and drive traffic, while strategic use of LinkedIn and Facebook allowed for targeted outreach and community building. This multifaceted strategy not only increased awareness but also fostered meaningful connections within the community, showcasing Edge’s commitment to impactful and inclusive marketing.

Outcomes: Through strategic digital placements running over three months, The Need is Big campaign reached over 3.5 million Michiganders. Specifically, Facebook ads generated 12,748 link clicks, LinkedIn had 12,123 link clicks and OTT delivered over 650,000 impressions with 763 pageviews from 272 unique households. In addition, a partnership with the Michigan Association of Broadcasters delivered over $3 in value for every $1 spent. Every member TV and radio station broadcasted the spots – from the western most parts of the Upper Peninsula to the metropolitan hubs of Grand Rapids, Lansing and Detroit. Landing page analytics showed 25,993 visitors over the same three-month period, generating nearly 37,000 sessions with an average time of 7:30 minutes spent on the website.