{"id":5433,"date":"2025-03-13T20:29:40","date_gmt":"2025-03-13T20:29:40","guid":{"rendered":"https:\/\/jsr-strategies.com\/?post_type=case-studies&p=5433"},"modified":"2025-12-18T13:58:45","modified_gmt":"2025-12-18T13:58:45","slug":"american-red-cross-outreach-and-paid-media","status":"publish","type":"case-studies","link":"https:\/\/jsr-strategies.com\/es\/case-studies\/american-red-cross-outreach-and-paid-media\/","title":{"rendered":"Cruz Roja Americana \u2013 Difusi\u00f3n nacional y medios de comunicaci\u00f3n pagados"},"content":{"rendered":"\t\t
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Digital Ads to Grow Volunteer Recruitment<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tAmerican Red Cross\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tOutreach and Paid Media\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Goal<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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JSR Strategies was contracted to conduct hyper-local digital recruitment efforts in three regions to test whether targeted digital marketing could improve recruitment outcomes. The project had three core objectives:<\/p>\n

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  1. Creative and Message Development \u2013 Develop audience-specific messages tailored to both the volunteer positions and regional demographics, and test message effectiveness through Google Display Ads.<\/li>\n
  2. Digital Media Planning and Execution \u2013 Execute hyper-local media buys using platforms like Nextdoor and Google Ads to assess the effectiveness of each digital tactic.<\/li>\n
  3. Report Development \u2013 Establish a dynamic reporting tool to communicate recruitment impact to Senior Leadership and Regional Teams.<\/li>\n<\/ol>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    About<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    The American Red Cross (ARC) thrives on the dedication of its incredible volunteers, who make up an impressive 90% of its workforce<\/strong>. These passionate individuals are the heart of ARC\u2019s mission to provide disaster relief, blood donations, and emergency services across the nation. To ensure continued success, the national recruitment team has embraced innovative, hyper-local solutions to attract even more volunteers for critical roles, ensuring ARC’s lifesaving work reaches everyone who needs it.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Solution<\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    JSR Strategies implemented a data-driven, hyper-local approach to recruitment marketing, tailoring campaigns to each region\u2019s unique volunteer demographics. Key elements included:<\/span><\/p>\n

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    • Hyper-Local Campaigns:<\/span>\n
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      • Pulled zip codes for each target region using a market analysis tool.<\/span><\/li>\n
      • Created volunteer personas and customized content for each volunteer role.<\/span><\/li>\n
      • Designed and tested highly localized ads with varying images, messaging, and CTA formats.<\/span><\/li>\n<\/ul>\n<\/li>\n
      • Targeted Digital Advertising:<\/span>\n
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        • Google Display Ads \u2013 Tested role-specific content with photos and regional targeting.<\/span><\/li>\n
        • Google Responsive Display Ads \u2013 Experimented with localized and general role-specific content, incorporating multiple creative elements (photos, videos, headlines, body copy).<\/span><\/li>\n
        • Nextdoor Advertising \u2013 Leveraged community-based advertising to increase engagement.<\/span><\/li>\n<\/ul>\n<\/li>\n
        • Reporting & Insights Development:<\/span>\n
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          • Designed a Proactive Volunteer Funnel to measure impressions, awareness, engagement, and conversion rates.<\/span><\/li>\n
          • Developed a Reactive Graphic Report for leadership, visually outlining where volunteer engagement dropped off.<\/span><\/li>\n
          • Created a Cost per Conversion Analysis, calculating ad spend efficiency by volunteer role.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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            Outreach<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Visuals\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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            Results<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            By leveraging hyper-local digital marketing and advanced reporting, JSR Strategies successfully enhanced the American Red Cross’s ability to recruit biomedical volunteers efficiently. The project\u2019s findings provided ARC with a scalable, data-driven recruitment strategy that can be replicated across regions to sustain and grow its vital volunteer workforce.<\/span><\/p>\n

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            • Optimized Reporting & Funnel Analysis:<\/span>\n
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              • Identified key gaps in the volunteer recruitment journey, improving efficiency in engagement efforts.<\/span><\/li>\n
              • Provided benchmarks for impressions, landing page visits, and application starts required for conversion.<\/span><\/li>\n
              • Established a comparison model for recruitment cost versus volunteer lifetime value.<\/span><\/li>\n<\/ul>\n<\/li>\n
              • High-Level Campaign Performance Report:<\/span>\n
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                • Overview of best-performing content and visuals.<\/span><\/li>\n
                • Detailed analysis of hyper-localized targeting effectiveness.<\/span><\/li>\n
                • Tactical recomm<\/span>endations for scaling digital recruitment efforts across additional regions.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                  \u201cThe team at JSR Strategies are quick, smart and incredibly agile. They helped guide us through a big body of work with a short turn around. We walked away with tangible knowledge and tools to help us do our work better.\u201d<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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                  Susie Spartano<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                  \n\t\t\t\t\t\t\t\t\tDirector of Volunteer Recruitment and Intake, American Red Cross\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                  Awards<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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