River Road African American Museum: a strong digital presence through a transition
To share Black history in Donaldsonville, Louisiana, with a wider audience, I ran Google Ad Grants campaigns, email marketing and organic social aimed at regional, national and international visitors. The goal was more visits, donations and volunteers, and I handled it all until the museum’s team was ready to take over.
- Client
- River Road African American Museum
- Engagement
- Bridge support services
- Services
- Google Ad Grants, email marketing, social media, website maintenance
Four areas, covered through the transition.
The museum needed its digital presence to stay consistent while its team prepared to take over.
Google Ad Grants management
Separate campaigns for Louisiana, the region, the country and the world, each pointing people toward a visit, a gift or volunteering.
Email marketing
Emails that kept supporters informed and brought them back to the website.
Social media management
Consistent, on-brand posting that kept the museum’s channels active.
Website maintenance
Ongoing updates and checks that kept the site current and working.
The numbers
Google Ad Grants campaigns ran March to October 2022.
- Ad impressions
- 151,769Google Ad Grants, March to October 2022
- Ad clicks
- 9,3476.16% click-through rate
- Conversions
- 129From the grant campaigns
- Ad value covered
- $17,088.87Covered by Google Ad Grants
Click-through rate kept climbing, from 6.23% to 8.62%
Google Ad Grants account, full year 2022 compared with full year 2023.
Monthly website visitors grew nearly four times
Monthly visitors rose from 685 in October 2021 to 2,653 in August 2022. The grant campaigns began in March 2022, working alongside organic social and email marketing.
A Black History Month spike
The museum’s mobile app logged 2,852 pageviews in February 2022, 37% of the year’s total.
Back to portfolioOneisha stepped in when we needed her most and made it look effortless. Our website stayed current, our social channels stayed active and our Google Ads Grant account kept bringing visitors to our website.
Todd L. Sterling, former board president, River Road African American Museum
Need someone to bridge a transition?
Tell me what you need covered, and I’ll recommend a setup that fits.
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