OVERVIEW.
Project Description:
National Day of Prayer at Jessup University event needed to dramatically increase its turnout—historically fewer than 300 attendees—and claim its place as Northern California’s premier faith gathering on this national day holiday. With just 40 days to execute, we led strategy, content development, and outreach, coordinating paid advertising, email marketing, and media partnerships to transform engagement and participation. Our 14-day digital ad push shattered previous benchmarks while building sustainable community connections.
Challenges & Approach:
The challenge was twofold: reverse historically low attendance and deliver at least 400 attendees on an extremely tight timeline. Our approach had to be scrappy, data-driven, and community-centered while working within a lean budget.
Our strategy prioritized high-impact creative, hyper-targeted distribution, and genuine community partnerships:
Compelling Content Production: Invested $600 in professional photo and video assets to deliver an aspirational, shareable visual story.
Targeted Digital Ads: Deployed $500 in Meta ads over 14 days with optimized targeting, achieving an exceptionally low $0.18 CPC.
Integrated Email & Organic Social: Rolled out a three-step drip sequence and organic social cross-posts to nurture interest and encourage signups.
Grassroots Activation: Engaged pastor and youth-group networks, student ambassadors, and on-campus tabling to amplify reach and personalize invitations.
Media Partnerships: Secured on-air sponsorship with KFIA, advanced a strategic partnership with K-LOVE, and even leveraged Clear Channel airport ads to boost visibility among regional travelers.
This multifaceted, community-rooted approach maximized every dollar and touchpoint while reinforcing Jessup’s mission as a unifying faith community.
The result:
Attendance of 1,200 (4× YOY growth; 300% of the 400-attendee goal)
Cost per Attendee: Just $0.92
Digital Reach: 115,600 impressions | 46,621 unique reach
Engagement: 2,740 link clicks at $0.18 CPC | 3,605 social engagements
Organic Lift: 6,816 video views
Media Partnerships: Confirmed KFIA on-air sponsorship, advanced K-LOVE partnership, Clear Channel airport ads
Positioned Jessup’s National Day of Prayer as Northern California’s premier faith gathering on a local budget
