SeriousFun Children’s Network

About SeriousFun

SeriousFun Children’s Network, founded by Paul Newman in 1988, is a global community of 30 camps and programs serving children with serious illnesses and their families, always free of charge.

The organization offers transformative camp experiences that foster joy, confidence and resilience in the face of challenging circumstances. With locations across North America, Europe, Asia, and Africa, SeriousFun has grown into an international force for good, delivering life-changing experiences to thousands of families each year.

SeriousFun partnered with Dizzain in November 2023 to amplify their digital presence, attract more families to their programs, and engage potential volunteers. The organization needed a strategic approach to digital advertising that would maximize their reach and impact while working within the constraints of a non-profit budget.

Our Solution

Multi-Platform Advertising

We launched a diverse set of campaigns across multiple platforms to maximize reach and effectiveness.

• For Google Ads, we carefully selected keywords for search campaigns, targeting parents and caregivers seeking camps for children with severe medical conditions and special needs, as well as potential volunteers.
• Our Meta Ads approach focused on reaching various audience segments, including parents interested in medical issues and summer camps and potential volunteers, ranging from college students to medical professionals.
• In addition to these paid campaigns, we also tackled the challenge of utilizing SeriousFun’s Google Grant account. This account provided $10,000 per month in ad spend but came with certain limitations. Initially, we faced some hurdles in making the most of this resource. However, through persistent effort and strategic adjustments, we eventually fine-tuned our approach.

Dedicated Landing Pages

Custom-built landing pages on HubSpot provided a seamless user experience, guiding visitors from ad click to conversion with clear, concise information about SeriousFun’s programs and volunteer opportunities. Moreover, HubSpot allowed us to create custom forms with unique fields and automate email responses, seamlessly guiding leads to relevant opportunities.

Advanced Tracking

Implementing Enhanced Conversions for Google Ads and Conversions API for Meta Ads allowed us to measure campaign performance with precision, ensuring reliable data to inform our optimizations.

Data-Driven Optimizations

Regular reporting and analytics via Looker Studio dashboards provided insights into key metrics like CTR, CPC, conversion rates, and CPL. These data points guided our ongoing optimizations, ensuring maximum performance.

Brand Awareness and User Engagement Tracking

Our approach to measuring and enhancing brand awareness went beyond traditional metrics. We developed a comprehensive strategy to track and analyze user engagement, particularly on social media platforms.

• A key focus of our efforts was monitoring user interactions with our Facebook promotional posts. We kept a close eye on various engagement indicators, including the number of likes and comments each post received. Additionally, we tracked how often our posts were saved or shared by users, providing insights into the content’s perceived value and relevance.
• We didn’t just look at numbers, though. Our team also analyzed the quality and sentiment of user comments, giving us a deeper understanding of how our audience was responding to the content and the brand.
• Based on our findings, we provided actionable recommendations to SeriousFun on how to leverage user interactions to boost campaign performance and brand visibility.

This focus on brand awareness and user engagement complemented our lead generation efforts, creating a holistic digital marketing strategy that not only brought in more leads but also strengthened SeriousFun’s brand presence and community connection.