SPCA Case Study

The San Francisco SPCA Drives Impressive Event Attendance with High-Converting Landing Page

152 corporate sponsorship leads
17,023 webcam views with 224 total viewing hours
26,092 unique landing page visits
Name: San Francisco SPCA
Employees: 375
Location: San Francisco, California

Founded in 1868, the SF SPCA is one of the world’s largest and most respected animal welfare organizations. Since it was established nearly 150 years ago, the SF SPCA has been committed to saving and protecting animals, providing for their care, advocating for their welfare, and enhancing the human-animal bond. The SF SPCA founded the No-Kill movement and has spearheaded a number of programs, including animal assisted therapy, foster/hospice care, humane education and community outreach programs. Thanks to its efforts and those of its community partners, San Francisco has the lowest euthanasia rate of any major city, and no adoptable dog or cat in San Francisco goes without a home, even if they have medical or other issues.

Goal

Maximize event turnout; optimize lead generation efforts

BUSINESS SITUATION

As a non-profit organization, the SF SPCA must draw large crowds to their events to achieve their donation and adoption goals. Without community help, the organization must make tough budgetary decisions that can impact their ability to accomplish their stated mission.

The SF SPCA typically promoted event details on their website and through other digital avenues, but decided to adjust their approach for its first pop-up event in the heart of San Francisco’s financial district. The month-long event required a standalone landing page in order to drive the proper attendance numbers.

Instapage Maximizes Marketing Capabilities

The SF SPCA required an intuitive, flexible solution that would allow the team to design a landing page that kept in line with the organization’s brand and seamlessly tied to the event. The marketing team found a deeper value with Instapage beyond its advanced design capabilities, and saw that the solution enabled the team to expand their marketing activities. The marketing team also heavily promoted the landing page through social media, email marketing, and digital advertising and found that attendance and on-site donations exceeded projections.

New Approach to Lead Generation

The SF SPCA also took the opportunity to test a new approach to its corporate sponsorship lead generation efforts. The team found that by deploying a personalized, on-brand landing page with clear persona messaging, a record number of corporate sponsorship inquiries rolled in for the SF SPCA.

Results

The SF SPCA marketing team built, optimized and tracked their event landing page and found that Instapage was a key contributor to the campaign’s overall success:

The pop-up event contributed to 38% of the SF SPCA’s total February adoption donations. Due to the event’s high attendance rate, the SF SPCA was also able to redirect much of the overflow traffic to their adoption centers in the city, resulting in 375 adoptions, which was a new record for adoptions in February.

Summation

Rather than depend on their homepage, the SF SPCA utilized Instapage to deploy a digital campaign that seamlessly tied to the pop-up and ultimately brought in a high number of visitors, drove donations, and generated an impressive amount of sponsorship leads.

Instapage helped us reach a level of engagement that goes beyond what we’ve seen in previous years. With Instapage, we were able to maximize our lead generation efforts, and now we have a much larger rolodex of people that we can reach out to for both donations and adoptions.

John Karlo Torres - Digital Marketing Strategist