Continued Marketing Support for Pathways to Healing

Project Task:

• Brand and Social Media Assessment

• Social Media Content Creation

• Ad Creation

• Ad Management

• Social Media Reputation Management

• Organic Social Media Posting

Project Timeline: 

January 2022 - Present

Problem/Solution:

Pathways to Healing approached EMILY Revolutionary Marketing Group with the goal of amplifying their brand presence and driving participation in their critical fundraising events. They needed consistent, strategic social media support to connect with their community and inspire action around their mission to support survivors of sexual violence.

Key Objectives:

Increase awareness of Pathways to Healing’s mission and services.

Drive community engagement and attendance for fundraising events.

Establish a consistent social media presence aligned with their compassionate brand identity.

Our Approach:

Team EMILY began with a comprehensive brand and social media assessment to identify strengths and opportunities. From there, we developed a social media strategy rooted in strong visuals and emotionally resonant messaging.

We supported event-specific campaigns—like Walk A Mile In Our Shoes and 100 Men Against Sexual Violence—with branded graphics, event photography, and compelling content that sparked dialogue and drove action. To extend reach, we launched and managed targeted ad campaigns across key platforms, while also publishing regular organic content to maintain ongoing engagement.

To further support Pathways to Healing’s outreach efforts, we began producing and distributing quarterly newsletters, helping keep supporters informed and involved.

Digital Ad Development:

In July 2023, Pathways to Healing partnered with EMILY to launch a focused digital ad campaign aimed at raising awareness of their 24-hour hotline for domestic violence and sexual assault. The strategy featured a geo-targeted Google Ads campaign focused on high-impact zones for engagement.

• Google Ads Performance Highlights -

  • Click-Through Rate (CTR): 18.16%

  • Conversion Rate: 9.23%

  • Cost Per Conversion: $68.29

  • Total Impressions: 358

  • Clicks Generated: 65

• Ongoing Optimization & Insights -

  • Each month, EMILY delivers in-depth performance reports identifying:

    • Top-performing search terms

    • High-response geographic locations

    • Key insights to help prioritize schools and areas needing outreach

This data-driven approach has directly contributed to increased calls, enabling Pathways to Healing to respond more effectively to victims in need within their service areas.