Industry
Nonprofit/Charity
Challenge
Amid rising inflation and declining entrepreneurship in Canada, Alberta Women Entrepreneurs (AWE) needed to bring greater awareness to their organization and drive membership beyond their home province.
Results
The campaign successfully elevated AWE’s visibility beyond Alberta, while inspiring more women across Canada to learn more about the organization and engage with its leadership programs.
Key Product
Demand-Side Platform (DSP)
Rising inflation and cost-of-living has led to diminishing entrepreneurship across Canada. Alberta Women Entrepreneurs (AWE), a not-for-profit organization supporting women entrepreneurs, saw an opportunity to not only recruit more members but also bring greater awareness to their organization outside of the province.
In order to stand out in a crowded landscape of entrepreneurial organizations, AWE launched its first digital out-of-home (DOOH) campaign, capturing audience attention throughout the day and driving sign-up intent for their leadership programs.
Scaling smart
AWE prioritized geographic relevance while layering key audience attributes to
ensure their ads got in front of their target audience: women small business
owners, aged 18-34, with a company revenue of less than $500,000. To reach these businesses beyond Alberta, they activated campaign messaging across
Toronto, Vancouver, Regina, St. John’s, Winnipeg and Montreal. The campaign ran across a number of venue types, including:
Billboards | Malls | Bus shelters | Schools | Salons | Gyms | Urban panels | Subways | Office buildings | Transit stations | Apartment buildings
Bold designs for entrepreneurial journeys
AWE's creative messaging focused on keywords that highlighted key challenges women entrepreneurs face, such as limited funding, scarce mentorship opportunities and
underrepresentation in male-dominated fields. Additionally, they used these large canvasses to educate consumers on their BOLD Leadership and Strategic Edge programs. Further, AWE implemented a QR code on its creatives to enable viewers to take immediate action and sign up for their programs.
Partnering with Vistar Media for our first foray into programmatic DOOH advertising was an exciting new use of technology for AWE. Their expertise not only streamlined the process, but also delivered impressive results, helping us understand the national landscape of women entrepreneurs and utilizing that data for future marketing efforts.
Alycia Benson | Marketing Coordinator, Alberta Women Entrepreneurs
From screens to sign-ups
Not only did AWE achieve outstanding results, but the campaign provided meaningful insights into reaching their target audience in future DOOH advertising campaigns.
- +178% lift in brand awareness
- +266% lift in consideration
- +273% lift in sign-up intent
Not only did AWE achieve outstanding results but the campaign provided meaningful insights into reaching their target audience in future DOOH advertising campaigns.
Fueling entrepreneurs, amplifying awareness
AWE's campaign highlights how data-driven targeting and bold creative can amplify awareness for mission-driven organizations. By reaching women entrepreneurs across diverse venues and cities, AWE was able to spark meaningful connections and inspire action beyond their home province.
AWE successfully transformed its leadership programs into a compelling national story using DOOH, proving that the channel can drive both awareness and intent in a competitive nonprofit landscape.