Spreading the word

Market segmentation strategy helps providers reach more families with autism

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bluesprig autism awareness craig group case study

Challenge

A leading provider of Applied Behavior Analysis (ABA) services for children diagnosed with Autism Spectrum Disorder (ASD) wanted to increase market share and double its site traffic. As a recently acquired provider with 176 locations, it would need a highly tailored approach.

Solution

Craig Group created a market segmentation strategy to identify where owned marketing vs. paid media would best deliver growth. Larger markets would employ targeted, high-reach/high-frequency executions, with smaller markets using a CRM model, both with ABA-focused search. With our digital platform technology, we applied Meta and Google’s AI to determine best performing graphics, images, headlines and copy.

Results

The month we launched our multi-channel campaign, there were a record-breaking 26,000 site sessions, up from 7,800 in January. Our social campaign reached nearly 700,000 unique users on Facebook and 10,000 on Google Ads across targeted cities, an increase in 100% and 30% respectively.

 

0%

increase in web traffic

0

Meta users reached minimum

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direct calls initiated