Meta Ad Campaigns

In the past year we have decided to launch 2 new products for our community, and have marketed both of these products on the Meta platforms (Facebook, Instagram) through targeted ads to our already established audiences as well as potential users that aren’t already a part of our brand ecosystems.

Both launches have seen spectacular interaction with our targeted audiences and has created awareness for further offerings from these services.

EPCPhoto Campaign

Every single week during the school year, we cover high school / local sports in different districts around Lancaster County. For the longest time, those images would live in the papers or in a downscaled quality on our site, townlively.com

Our newly hired sports coordinator at the time brought up the idea of bringing these photos we own onto a portfolio platform as an archive and to be able to offer prints to readers so they can have a picture of their child, grandchild, or player displayed doing something they love.

The idea for the visuals was initially just standard sports balls and objects to show its content we cover, but I wanted to show the content that would be offered and the main subjects in the content. Players in their best moments. Raising the players off from the backgrounds and making them the only objects that wasn’t black and white helped show the importance of this service in capturing unforgettable moments that parents can help show off.

The target audience for the campaign was parents and grandparents of children in middle and high schools, and to be more specific, those who are further invested in scholastic sports and other after school activities. Since the content on the site only pertains to Lancaster County scholastic sports, only those within a 27 mile radius of Lancaster, PA would be viewing this ad to ensure we’re not overreaching and wasting ad dollars.

With Fall on the horizon and the start of hunting season, an idea was had to add another publication that would cover outdoor camping, fishing, and hunting activities in our communities; PA Outdoors: Woods and Waterways.

PA Outdoors Campaign

Part of the magazine’s features is that readers are able to submit photos of themselves and their best hunt or catch, for the chance to be featured in a future edition or on the website. The objective of this campaign was to build awareness of this upcoming publication and get users to submit photos for us to use, and for them to be excited about seeing printed.

Photo’s were supplied to us through employees and family members, with the goal of grabbing a wide array of photos from different skill levels and age ranges to better relay to a reader that this is a publication for everyone and so they hopefully can see themselves in it. The 2 call to actions encouraged viewers to share their personal accomplishments and to join “The Trophy Wall” so they can take pride in being featured and show off the publication to friends and family who would be interested in the material.

The target audience for the campaign wasn't exclusively for parents as we were also targeting adults who were interested in fishing, hunting, boating, camping, along with some sports / activities that can be shared with those primary ones. Age range was lowered to allow those in their early to mid 20’s show off a hobby of theirs that they may have had since a kid and bring in a younger audience to be aware of this magazine.