Digital Ad Development & Strategy
As Houston’s NPR (News 88.7) and PBS (PBS TV 8) Affiliates, Houston Public Media (HPM) has been a staple in the lives of Houstonians and people of the Greater Houston area for over 60 years. Focused on delivering high quality local, regional and national content in the areas of news and information, arts and culture, and education, HPM utilizes its broadcast and online outlets to provide audiences with unprecedented access to the content that is meaningful to them – on air, online, at home and everywhere they go.
Building on their legacy of creating content for the people and being supported by the people, HPM realized that to remain a mainstay in people’s lives as a leading media outlet in the region they needed to meet their audience where they are consuming media today – online.
In 2016 HPM, developed a three-year strategic initiative to provide a pathway to the future as audiences move more towards online and social media for their news and media consumption that would embrace social media. HPM partnered with Optidge to develop and implement a strategy that would accomplish the following goals:
Optidge developed a multi-stage Facebook funnel campaign that qualified users and encouraged action. Each stage had the following purpose to leverage Facebook and implement strategies to support both digital and broadcast integrations for HPM:
Stage 1: Grow Reach & Acquire High-Quality Content Candidates
Stage 2: Create Relationships & Increase Community Engagement around Trusted Content.
Stage 3: Increase Donations Online
We were able to grow HPM’s audience by reaching hundreds of thousands of Facebook users. Overall, the three stages listed above accomplished to:
More than double the total reach of HPM’s Facebook page:
Increase traffic to HPM’s site from Facebook:
Create Relationships and Increase Engagement on HPM’s Facebook Page:
Increase Financial Strength and Donations
Note: Campaign data reflects 3/24/18 to 12/31/18.