Visits, donations and volunteers
Every campaign and email pointed people toward planning a visit, giving or volunteering.
River Road African American Museum: a strong digital presence through a transition
To share Black history in Donaldsonville, Louisiana, with a wider audience, we ran Google Ads Grant campaigns, email marketing and organic social aimed at regional, national and international visitors. The goal: more visits, donations and volunteers. We handled it all until the museum's team was ready to take over.
Let's chatAd impressions151,769Google Ads Grant, March to October 2022
Ad clicks9,3476.16% click-through rate
Website visitors20,600Unique people, October 2021 to October 2022
Conversions129From the grant campaigns
Ad value covered$17,088.87Covered by the Google Ads Grant
The goal
The museum is in Donaldsonville, Louisiana. We set out to bring people to its story of Black history and turn their interest into action.
National, regional and international
Separate Google Ads campaigns reached Louisiana, the region, the country and the world, so each audience got its own message and budget.
Channels working together
Website traffic was the result of organic social, email marketing and Google Ads performance, working together.
What we did
The museum needed its digital presence to stay consistent while its team prepared to take over. We covered four areas.
Website maintenance
Ongoing updates and checks that kept the site current and working.
Social media management
Consistent, on-brand posting that kept the museum's channels active.
Email marketing
Emails that kept supporters informed and brought them back to the website.
Google Ads Grant management
Hands-on management of the grant account, so it kept bringing visitors to the museum's story.
Click-through rate kept climbing, from 6.23% to 8.62%
Google Ads Grant account, full year 2022 compared with full year 2023. The grant campaigns ran March to October 2022 and kept improving the following year.
Change+2.39 pointsFrom 6.23% in 2022 to 8.62% in 2023
Website visitors grew nearly four times
October 2021 to October 2022. Monthly website visitors rose from 685 in October 2021 to 2,653 in August 2022. The grant campaigns began in March 2022. Website traffic was the result of organic social, email marketing and Google Ads performance.
Website visitors20,600Unique people who visited the website, October 2021 to October 2022
Pages viewed44,490Total pages those visitors looked at, about two per visitor
Where the traffic came from
Share of website sessions by channel, October 2021 to October 2022.
Who visited, and what they looked at
October 2021 to October 2022. Visitors came from cities across the country and from countries around the world.
Top cities by users
Pages that match the goal
People looked for ways to visit and take part.
Book a tour1,741 users2,539 pageviews
Genealogy Workshop263 users421 pageviews
The Genealogy Workshop page held attention longest, at 2:40 average time on page.
Mobile app
October 2021 to October 2022. The app holds virtual tours, photos and videos.
1,201
App users: unique people who used the app.
7,757
Pages viewed: total screens viewed in the app.
2,852
Pageviews in February 2022, 37% of the year's total, during Black History Month.
Top content included Rural Roots of Jazz (964 pageviews), Virtual Tours (919) and the Home screen (1,100). That content is in high demand in February.
“The Inspired Brand stepped in when we needed them most and made it look effortless. Our website stayed current, our social channels stayed active and our Google Ads Grant account kept bringing visitors to our website.”
Need a team to bridge a transition?
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