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Patient Marketing & Acquisition  |  Planned Parenthood of the St. Louis Region & Southwest Missouri

The Challenge

Planned Parenthood of the St. Louis Region and Southwest Missouri (PPSLR) launched the Regional Logistics Center (RLC) out of its Fairview Heights, Illinois location in January of 2022. The RLC provides financial, lodging, and transportation support to ease the burden for those facing challenges to access abortion care. As a new offering, PPSLR needed to ensure people in Missouri and Illinois knew the RLC existed and was ready to help. 

Just 6 months after launching, the Supreme Court overturned Roe v. Wade, which made the RLC that much more vital not only locally, but also regionally as abortion became severely restricted or banned in many states that surrounded the center. PPSLR knew they needed to ramp up its RLC awareness efforts around the region.

The Solution

As PPSLR’s long-time paid media partner, we initially launched a paid search campaign to support the launch of the RLC and capture users exploring logistical support and options for their abortions. But, after the Dobbs decision in 2022, we knew we needed to pivot. We needed to reach more people in more places – all with a similar overall budget, so we had to get creative about how to allocate funds.

We took a step back and retooled the paid campaign to allow for greater focus on states that surrounded the Fairview Heights location where abortion was no longer legal. Our approach scaled based on the state’s proximity to the RLC. We launched a Meta and paid search campaign in Missouri and grew the paid search campaign to cover Arkansas, Tennessee and Kentucky. Additionally, we leveraged the grant search budget available to PPSLR within Google Ads to further expand our reach to Oklahoma, Texas, Louisiana, Alabama, and Mississippi.

The Results

The RLC campaign successfully drove awareness of the logistics center and its services within the intended states. During its first 6 months in the market, the campaign resulted in:

Paid Media Click-Through-Rate
Campaign Engagement Rate
Conversions (inbound calls) across 10 targeted states

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