Non-Profit Awareness Campaign Performance
Expanding Audience Reach Through Omnichannel Advertising
Non-Profit
Brand Awareness & Website Traffic Strategy
Overview
Increase awareness and website traffic for a leading performing arts center while engaging both long-time patrons and new audiences across the Los Angeles market.
The organization faced intense competition from countless entertainment options throughout Southern California. In addition to maintaining engagement with its established audience, it needed to introduce the venue to younger and more diverse audiences without diluting its existing brand presence.
Brill Media developed an integrated omnichannel awareness strategy that combined digital, streaming, broadcast, and outdoor media. Campaigns were segmented by audience type, with customized messaging delivered across Meta, TikTok, Display, Connected TV (CTV), Digital Out-of-Home (DOOH), YouTube, Traditional TV, and Radio.
The campaign delivered more than 66 million impressions and generated over 1 million website visits, successfully expanding awareness while creating a seamless transition into the organization's next performance season.
Responsibilities: Media Strategy, Audience Segmentation, Meta Advertising, TikTok Advertising, Display Advertising, Connected TV (CTV), Digital Out-of-Home (DOOH), YouTube Advertising, Traditional Television, Radio Advertising, Creative Strategy, Omnichannel Media Buying, Campaign Optimization, Brand Awareness, and Website Traffic
Challenges
Increasing Awareness In A Competitive Entertainment Market
Standing Out Among Countless Entertainment Choices: Consumers in Los Angeles had an overwhelming number of live entertainment options competing for their attention, making it increasingly difficult for a performing arts organization to remain top of mind.
Balancing Existing And New Audiences: The campaign needed to continue engaging loyal patrons while introducing the organization to younger and previously untapped audiences with different media consumption habits.
Delivering Relevant Messages Across Multiple Channels: Each advertising platform required messaging and creative tailored to both the audience and the channel in order to maximize engagement throughout the customer journey.
Maintaining Momentum Between Performance Seasons: Rather than creating isolated promotional bursts, the organization needed an awareness strategy capable of sustaining audience interest and supporting future seasonal programming.
Solutions
Building An Omnichannel Awareness Strategy For Sustainable Audience Growth
Audience Segmentation Strategy: Brill Media developed separate campaigns for legacy patrons and growth audiences, allowing messaging, creative, and media placement to better align with each group's interests and behaviors.
Omnichannel Media Activation: Advertising was deployed across Meta, TikTok, Display, Connected TV, Digital Out-of-Home, YouTube, Traditional Television, and Radio to maximize audience reach and reinforce messaging across multiple consumer touchpoints.
Platform-Specific Creative: Creative assets and messaging were customized for each platform, ensuring content remained relevant, engaging, and optimized for the unique strengths of every media channel.
Continuous Campaign Optimization: Performance data was monitored throughout the campaign, allowing ongoing refinements to audience targeting, media allocation, creative performance, and channel mix to maximize efficiency and reach.
Sustained Brand Visibility: High-frequency exposure across complementary media channels helped maintain awareness throughout the campaign while supporting continued audience engagement leading into the next performance season.
Key Results
Performance Outcomes For Non-Profit Audience Growth
66,252,701 Impressions
The campaign generated more than 66 million impressions, significantly expanding visibility across the Los Angeles market.
1,064,155 Website Clicks
More than 1 million website visits connected prospective attendees with performances, programming, and organizational information.
$522,710 Media Investment Managed
Brill Media managed over $522,000 in advertising investment across digital and traditional media channels.
Omnichannel Audience Reach
The campaign successfully engaged audiences across digital, streaming, television, radio, and outdoor advertising, creating consistent brand exposure throughout the customer journey.
Audience Expansion
Separate audience strategies enabled the organization to strengthen relationships with existing patrons while introducing the performing arts center to new audience segments.
Seamless Seasonal Transition
Campaign momentum carried directly into the following performance season, providing the organization with a stronger foundation for continued audience engagement.
Impact
Creating A Scalable Awareness System For Long-Term Audience Growth
Brill Media helped the performing arts organization build a coordinated omnichannel awareness strategy capable of reaching audiences wherever they consumed media. Through audience segmentation, customized creative, and continuous optimization across digital and traditional channels, the campaign significantly expanded market visibility while driving substantial website engagement.
Rather than relying on isolated promotional campaigns, the organization established a repeatable marketing framework that strengthened brand awareness, supported audience growth, and created a seamless transition into future performance seasons.
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