Expanding Awareness and Access for Survivor Support Services
Pathways to Healing
Services: Social Media Strategy, Content Development, Digital Advertising, Event Marketing, Email Marketing, Campaign Analytics, Photography
The Challenge
Pathways to Healing is a nonprofit organization supporting survivors of sexual assault and abuse across Richland, Lexington, Newberry, Clarendon, and Sumter counties.
The organization needed a stronger, more consistent way to raise awareness of its services, engage supporters, and promote key fundraising and advocacy events. It also needed to make sure individuals who may need immediate help could more easily discover its 24-hour hotline and other resources.
The Solution
Team EMILY began with a brand and social media assessment to identify opportunities for improving consistency, reach, and engagement.
From there, our team developed an ongoing social media strategy built around compassionate messaging, strong visuals, and mission-focused content. Event-specific campaigns for initiatives such as Walk A Mile In Our Shoes and 100 Men Against Sexual Violence included branded graphics, event photography, organic social content, and targeted advertising designed to increase awareness and encourage community participation.
To support direct access to services, Team EMILY also developed targeted digital advertising around Pathways to Healing’s 24-hour hotline. Geoframed campaigns focused on locations including high schools, colleges, and bars, helping place hotline information in front of audiences where the need for awareness could be especially relevant.
Expanding the Partnership
As the relationship grew, Team EMILY’s support expanded beyond social media and event promotion into broader outreach and communications.
Quarterly newsletters were added to help Pathways to Healing keep supporters informed and engaged, while ongoing advertising management and monthly reporting provided the organization with clearer insight into which messages, search terms, and locations were generating response.
This data also gave the organization information it could use to better understand where outreach and services may be most needed.
The Impact
The hotline advertising campaign generated increased calls, helping Pathways to Healing connect more individuals within its service area to support.
Google Ads reporting showed an 18.16% click-through rate, a 9.23% conversion rate, and a $68.29 cost per conversion. Monthly reporting also identified the search terms and locations associated with callers, giving Pathways to Healing additional insight into where awareness efforts were producing engagement.
Together, consistent social media, event campaigns, targeted advertising, newsletters, and performance reporting have given Pathways to Healing a stronger communications system for supporting survivors, engaging the community, and expanding awareness of critical services.
