Bristol, PA 19007
The Council on Compulsive Gambling of New Jersey (CCGNJ) is a Hamilton, NJ-based non-proﬁt organization whose mission is to educate the public about gambling disorders and to help addicted gamblers access the support, treatment and hope that they need to begin recovery. The Council operates a 24/7, conﬁdential hotline, 1-800-GAMBLER, through which problem gamblers and/or their loved ones can ﬁnd Gamblers Anonymous meetings and other resources. Their website, www.800gambler.org, hosts a cache of literature on problem gambling.
Client’s Online Pain
The Council’s troubles were twofold: Since their primary resources are hosted on their site, they need more local traffic directed towards their online presence. Additionally, the need for a strong online presence was even more pressing due to the exploding popularity of online gambling.
In the first half of 2016, the Council asked that we:
The final challenge? They wanted these objectives met during the height of gambling season.
1SEO.com Digital Agency’s Strategy
First, we targeted search terms as precisely as possible, eventually identifying 100 search terms that targeted particular cities in New Jersey as well as diﬀerent types of gambling. We built mobile-friendly pages for speciﬁc kinds of gamblers–for example, sports gambling, military gambling and teen gambling, among others–and incorporated search terms into the optimized content hosted by those pages. We also published regular blogs and press releases to build strong links back to the CCGNJ site.
But what about gamblers who weren’t seeking gambling help? To get our client’s brand out in front of heavy gamblers, we placed ads on sports and sports network sites, gambling apps and virtually any other online gaming platform or site used speciﬁcally for gambling. In this way, we took advantage of the fact that we were building our campaign during peak gambling season.
Lastly, we helped CCGNJ set up a billboard campaign across New Jersey.
Our client’s visibility sky-rocketed-and so did their traﬃc. They get more calls and online chats from people asking for help than ever before. From YouTube to apps to search engines results, the CCGNJ is making an impression in multiple online arenas.
Let’s look at the numbers:
Moral of the Story
Our work on this campaign put to bed any suspicion that there’s such a thing as a bad time in digital marketing. The timing of this campaign (peak gambling season) was challenging, but we leveraged that challenge and turned it into a huge opportunity to help community members in need of our client’s support.