Xcel 2000 are an independent fostering organisation, founded in 2000, covering Kent, London, Essex and Hertfordshire.
Xcel 2000 wanted to raise awareness through Out of Home advertising and increase enquiries from potential foster parents. We spoke with Aimee Barlett, Fostering Recruitment Officer at Xcel 2000 Fostercare about their campaign.
"After my initial inquiry a Clear Channel representative reviewed our marketing objectives and guided us through a bespoke media schedule. Planning specifical outdoor advertising formats to target the family audiences we needed to reach using the Clear Channel marketing tools Radar and Route to accomplish a targeted Outdoor media schedule."
"The Data knowledge provided us with the key proximity areas, locally and regionally to reach and grow awareness of Xcel 2000 Foster Care to our potential family audiences.
The advertising site locations were paramount to reach our targeted group, pedestrians in high footfall areas, drivers on heavy arterial routes and frequent shoppers. Bus stops, Billboards and Supermarkets sites were key in reaching our potential Foster Parents.
"Post analysis of our first outdoor campaign we gained a 216% increase of enquiries from families locally and further afield in partnering postcode areas too. The campaign also engaged with audiences on our social media platforms and we saw an increase in traffic to our Website instantly. Our first campaign with Clear Channel generated the coverage and frequency we needed to raise our brand awareness local/regionally within our community and the response in enquiries overwhelming, we are very pleased with the results."
When asked whether Clear Channel would continue to be part of Xcel 2000's marketing strategy, Aimee replied "Yes, we will continue to work with Clear Channel as a key partner in our marketing strategy to raise awareness of fostering and recruit new foster families. We will continue to utilise billboard and bus stop advertising and are keen to try new avenues of advertising with Clear Channel such as Geo Locate to amplify our future roadside media schedules."