INDUSTRY:
Non-Profit

SERVICES:
– Strategic Planning
– Digital Marketing
– Copywriting
– Graphic Design

PA Jeeps, a Central Pennsylvania-based non-profit, partnered with GRIT to boost attendance at its annual All Breeds Jeep Show, which the organization has been hosting for nearly 30 years. Their primary goals were to increase attendee pre-registrations and secure new vendors. To achieve these objectives within the client’s limited budgetary parameters, GRIT personalized its approach to maximize resources and collaborated with the organization to execute a targeted Meta digital advertising campaign tailored to each audience segment and optimized to drive purchases.

Targeting Key Demographic & Interest Factors

GRIT collaborated with PA Jeeps to strategically define audience segments that aligned with the campaign’s goals. To increase attendee pre-registrations, digital ads targeted individuals aged 18 to 65+ within a 200-mile radius of the event location, who showed interest in Jeeps, off-roading, and related topics. To attract new vendors, the campaign focused on individuals aged 24 to 64 within a 45-mile radius who were interested in Etsy, jewelry, handmade goods, and similar items.

Optimizing Online Registration & Setting Up Tracking

As part of campaign strategy planning, GRIT provided recommendations to optimize the online registration process for each target audience to support an increase in conversions from incoming digital ad traffic. GRIT worked with PA Jeeps to integrate tracking directly into their registration system, allowing seamless continuity in tracking to connect attendee pre-registrations and vendor inquiries to the campaign efforts.

Designing Custom Digital Advertisements

With the key demographic and interest factors in mind, GRIT developed custom ad creative, including copy and images tailored to each audience segment. The ad creative that was designed to resonate with vendors emphasized the size, scale, and audience of the event. It reinforced the event as the right fit for vendors of all sizes who wanted to reach not only Jeep enthusiasts, but also their families. The attendee ads focused on showcasing the many dynamic activities available at the event alongside eye-catching photos of beautiful vehicles and exciting crowds. GRIT also provided support updating and optimizing an existing Facebook Event to be sponsored as part of the campaign.

Digital Advertising Execution, Optimization, & Reporting

GRIT provided comprehensive support setting up and launching the digital advertising campaign. Tailored ad delivery was executed across Facebook and Instagram to target the two audience segments. Using insights from the tracking implemented at the start of the campaign, GRIT monitored performance and completed optimizations to help maximize budget and conversions. Detailed performance reports were shared with PA Jeeps throughout the campaign.

Fueling Success

Through strategic and thoughtful use of the budget, GRIT effectively helped PA Jeeps raise awareness and enhance visibility for their annual event. Data shows that the digital advertising campaign:

• Reached over 297,000 individuals, generating more than 1 million impressions.
• Received 6,200 Facebook Event RSVPs
• Significantly increased attendee pre-registrations and new vendor inquiries.

The GRIT team is grateful for the opportunity to support our clients in sharing their purpose and passions. We were honored to collaborate with PA Jeeps and use our digital marketing expertise to help make the 2025 All Breeds Jeep Show a success!