Scope of Work
Digital Advertising
Website
Video
The GO Foundation provides students with access to a quality education through high-dosage tutoring. The foundation recruits, trains, and supports young adults who are placed in partner schools where they intensively tutor students as a part of a year of service through the federal AmeriCorps program.
In 2021, GO came to Munroe with a goal to increase interest in their fellowship program via a digital and social advertising campaign. To create concepts that capture the special relationship between Fellows and students, the team turned to real stories from the Great Oaks program. By working closely with the client, we developed two concepts that leverage these authentic stories to highlight the emotional connections at the heart of the Fellowship. The concepts aim to resonate with the audience by showcasing personal growth, emotional moments, and the transformative relationships between Fellows and students.
Social Advertising
Once creative concepts were approved, we set up campaigns on Google, Instagram, Facebook, TikTok, Snapchat, and Youtube, creating multiple audiences focused on key targeting criteria (demographics, interests, geography, etc.). We then A/B tested variations of the creative and messaging against each audience and optimized each, allocating budget according to top performing audiences/creative.
Email Marketing
Over the course of the four week campaign, we deployed one email per week to increase traffic, awareness, interest, and ultimately gain new Fellow Recruits. By working with our copywriter, we targeted former participants with messaging that incentivized their referrals and informed them of the process.
Web Experience
Following ad campaign launch, GO Foundation overhauled their brand and engaged the Munroe team to bring to life a new website that effectively told the brand story in a bold, powerful way and attracted their two distinct audiences – fellows and donors – to engage and convert. The web strategy focused on highlighting the foundation's impact, with an emphasis on attracting prospective AmeriCorps GO Fellows.
To engage this audience, the site prioritized clear, easy-to-navigate sections about the application process and benefits. The modern, energetic design featured animated graphic elements to draw attention to key content and make the site more engaging.
To enhance the website’s design while staying true to the current brand identity, the visual language was iterated across several key areas:
Visual Tone:
Color Palettes: Leveraging GO’s existing color palette, we balanced their primary and secondary colors, prioritizing both visual appeal and accessibility.
Typography: Selecting Acumin Pro created a clear and legible type hierarchy for headers, subheadings, and body text, further improving the user experience.
Other Design Elements: Additional design features, such as icons, data visualization, quotes and background graphics, were considered to enhance the website's overall visual consistency without overwhelming the layout.
Style Tiles for Select Modules:
Style tiles were created to define the design for specific content modules on the website, including heroes, buttons, and forms, which ensured a uniform experience across different sections of the site.
Photography/Image Styles:
Imagery, provided by GO, was selected strategically to not only align with the brand’s tone and message, but also promote a wide range of diversity among the GO Fellows.
Low-Fidelity Wireframes
Working within our 2-week-sprint methodology, we used the user journey, content architecture, and established visual language to inform and develop low-fidelity wireframes. This allowed us to focus on the layout, functionality, and arrangement of content.
High Fidelity Prototype
Campaign Performance
The new website and digital marketing efforts led to a 17% increase in goal conversions, a 24% decrease in page load time, and a 9% increase in average session durations, demonstrating improved user engagement, faster performance, and more effective conversion rates.
