Sustainable Marketing Case Study

Learn how Katie Smith, as a fractional CMO with It Takes Heart, spurred lasting change in the state of Ohio, facilitating a 31% increase in website visitors and a 66% uptick in foster caregiver form submissions from May 2022 to November 2023.

In marketing, Katie does not distinguish nonprofit and for-profit businesses. She may not always sell a product, but she will always sell a passion. After reviewing the history of It Takes Heart and conducting preliminary research, Katie knew that, for this cause, a traditional approach would not suffice.

Before Katie made a significant impact as part of the OCA team, she had to earn the organization’s trust. Although OCA vetted her credentials before onboarding her as a fractional CMO (for this initiative that requires exceptional communication finesse), Katie’s soft skills and aptitude for backing up claims with credible research quickly established her authority as an extension of OCA. 

Now respected as an expert, Katie applied a similar methodology in building trust with OCA’s audience and partners. The first step was understanding who they are as people, their motivations, and their needs. 

Although the team already had access to privacy-protected audience demographics from the state, Katie went deeper. Working with an Ohio-based data collection company called Claritas, the team fortified the data with additional findings. From there, they extrapolated data-backed target audience segments that would inform the beginning stages of the marketing campaign.

Katie rejected defining Ohio as a monolith. Instead, she stood by her standards and involved as many diverse perspectives as possible in decision-making procedures — including input from more OCA allies and focus groups with rural, urban, and suburban former foster parents and youth.

In the beginning stages of Katie’s involvement, OCA sequentially parted ways with two marketing agencies. Both proved to be misaligned with the needs of the reinstated It Takes Heart campaign. When asked for advice to recover from this situation, Katie presented evidence that would lead the reasonably hesitant OCA team to give another marketing agency a chance. This Montana-based group, Big Storm, a frequent collaborator with Wild Path Consulting, would go on to surpass all precedents for the It Takes Heart campaign. 

Katie collaborated with and advised Big Storm on behalf of OCA, ODJFS, and all other associated partners. She introduced a comprehensive planning document to keep all parties unified through each phase and put creative teams in direct contact to avoid miscommunications up or down the chain of command. 

Big Storm agreed with Katie’s strategy of never fully accepting that they knew enough. There was always room to explore another angle. No matter the stage, Katie encouraged the team to present irrefutable data and seek approval from focus group participants for all new ideas. 

A second testament to Katie’s team-assembling prowess came months into the campaign. After conducting extensive advisory interviews while working with Big Storm, Katie proposed compiling her notes into a visual representation of the Ohio foster caregiver’s customer journey. She contacted Valerie Manne of Digital Spark Creative with a vague board game concept in mind. In just four days, Valerie presented a sleek version of the following graphic that required only a few minor edits.

The It Takes Heart customer journey showcases the series of mindset shifts a person would experience while entertaining the complex decision to become a foster caregiver. Each block represents a chance for an organization like OCA to step in and support these individuals where they are. This empathy-driven approach led to the surge in form submissions that Katie recognizes as the most telling measure of her success with OCA.

As a Fractional Chief Marketing Officer (CMO) with OCA, Katie spearheaded the transformation of the It Takes Heart campaign. She positioned Big Storm as a trailblazing marketing force to address the foster caregiving gap seen in Ohio. The messaging resonated significantly with audiences across various platforms. 

From May 2022 to November 2023, the campaign achieved remarkable milestones, including a substantial 30% increase in website visitors and, more importantly, a 33% uptick in foster caregiver form submissions. 

The It Takes Heart audience broadened significantly with over 4.5 million unique individuals reached on Facebook between November 17, 2022, and June 30, 2023. Central to the campaign’s triumph was Big Storm’s orchestration of targeted digital advertising, specifically through Google Ads, which accounted for 87% of total website form fills from December 1, 2022, to April 30, 2023. 

The resounding success of the campaign underscores Katie’s ability to align organizational objectives with impactful and systematic marketing efforts. The focus was never limited to a single deliverable but rather the intention behind the whole. 

By encouraging a culture of compassion within the marketing team and collaborative relationships with stakeholders, Katie cultivated an environment conducive to innovation and positive change. Enveloping herself in the layered organizational dynamics, Katie redefined the It Takes Heart campaign, creating a lasting impact across the state.

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