Digital Marketing

for Any Budget

LAURA LUDKA | FAIR FOOD NETWORK

Nice to meet you!

Laura Ludka

Digital Strategist

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Detroit, Michigan

Your Budget =

$0

Social Media

• Organic / Word of Mouth / Tag followers’ friends & family, organization’s community partners and amplifiers

Email Outreach

• Evaluate your message: Is it tailored to SNAP recipients?
• Evaluate your list: Do you know where your subscribers live? How did you get the emails? Would these people genuinely be interested in Double Up Food Bucks?

Google Ads via Google Ad Grant for Non Profits

• $10,000/month for Google Search Ads
• Text only, placed below paying advertisers
• $2 cost-per-click maximum

Pro Tip: Google Search Ad Language

How Non Profit Pros Speak:

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“The Double Up Food Bucks program is a produce incentive program with locations near you. Double your SNAP benefits and learn more:”

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How “Average” People Speak:

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“Do you have a Bridge card and need help stretching your food budget? Double Up Food Bucks doubles your SNAP dollars on fresh fruits and veggies. Find a Detroit location near you:”

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Questions?

Your Budget =

$50-1,000

Test Platforms and Content to Demonstrate “Bang for Your Buck”

• Report out: Help yourself make the case for additional marketing dollars in the future
• “This type of ad worked best, so we are no longer doing this other type”

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Free Graphics and Inexpensive Videos

• Canva for social media, email, website, flyer, invitation graphics - FREE
• Biteable for video templates, easy video builder for sharing information - FREE option or $276/year option

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$50

$200

$500

$1,000

Facebook/Instagram Ads

5 posts

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$10 boost

10 posts

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$20 boost

25 posts

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2-3/month

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$20 boost

40 posts

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3-4/month

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$25 boost

Facebook Demographics Targeting

• Mini Focus Group with participants
• Ideas:
• Facebook “Interests”:
• SNAP
• Discount stores
• Work in retail or food service
• Parents
• Other partners

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Pro Tips: Facebook/Instagram Ad Language

Consider the audience and what level of information they already have and change your ad content and calls to action (CTA’s) accordingly:

• Your followers know the name, likely the basics of the program
• “Have you tried #DoubleUp yet? Find a Detroit location near you to try it out today:”
• A brand new audience likely does not know the name
• “Have a Bridge card? Want to double your dollars for fresh fruits and veggies? Learn more:”

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Samples

Pro Tips: Facebook/Instagram Ads

• Consider placement in feeds only
• Seasonality to ad costs:
• Example: Black Friday to January 1
• Spend time playing around with targeting locations and interests based on the type of information
• Use Google Analytics tracking links
• Shows you what happens AFTER they get to your website from an ad

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$50

$200

$500

$1,000

Google Ads

1 week of targeting some higher cost-per-click (CPC) keywords

2 weeks of targeting a bigger audience or higher CPC keywords

1 longer or 2 shorter campaigns

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Search Ads

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Testing different copy

1-2 longer campaigns

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Search & Display Ads

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More testing

Samples

Questions?

Your Budget =

$1,000+

Retargeting Campaigns: Facebook & Google

• Insert a snippet of code on your website so you can target ads to past visitors

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Multi-Channel Campaigns

• Google Search & Display + Facebook/Instagram traditional ads and boosted posts
• Experiment with Twitter: targeting handles

Pro Tips: Multi-Channel Campaigns

Consider the experience of someone that clicks an ad and create a tailored landing page on your website (only promoted in ads)

• What level of information do they have?
• What level of information do they need to make a decision about what you want them to do?
• What concerns might someone have? How can we preemptively address them?

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Questions?

Case Study Group Activity

A new Double Up Food Bucks participating store is opening on April 1, in a neighborhood that has previously not had access to Double Up Food Bucks. You have $500 to spend to get out the word.

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• What free digital marketing activities will you use to promote the new store?
• What paid digital marketing activities will you use to promote the new store? How will you distribute your $500 budget?

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