Diversity Marketing Case Study: TransNewYork

We Helped a Nonprofit Strengthen its Community with a Diversity Marketing Strategy

The LGBTQ+ community is diverse. It includes people of all races, ethnicities, ages, genders and socioeconomic backgrounds. That’s why it’s important to plan and launch diversity marketing campaigns that speak to members of the community in a genuine and authentic manner.

TransNewYork empowers the LGBTQ+ community every day. Providing quality counseling, telehealth, organizational education and other services encourages people to love themselves and reach their full potential no matter what.

Our LGBTQ+ and diversity marketing experience encouraged TransNewYork to reach out to us to support their communications goals. Learn how we helped the nonprofit expand and nurture its audience base with diversity marketing campaigns that made a positive impact on people’s lives — from fundraisers for LGBTQ+ teen camps to amplifying Black Trans voices all year long.

Discover our unique approach to planning and launching diversity marketing campaigns for clients like TransNewYork

Discover our unique approach to planning and launching diversity marketing campaigns for clients like TransNewYork

Client Objectives

  • Establish the nonprofit’s thought leadership in the LGBTQ+ counseling and corporate training spaces
  • Build the nonprofit’s audience base across social media channels
  • Generate more social media engagement
  • Secure more email subscribers
  • Introduce services to target audiences locally and nationally, including members of the LGBTQ+ community and corporations with Diversity & Inclusion initiatives
  • Encourage donations

Cross-Channel Marketing Campaign Successes

  • Our creative diversity marketing strategies have more than tripled TransNewYork’s social media audiences across Instagram, Facebook, LinkedIn and Twitter (see data below)
  • We planned and launched successful campaigns for Black History Month, Women’s History Month and other diversity initiatives to amplify as many voices as possible within the LGBTQ+ community, resulting in record-breaking follower growth and engagement
  • We also shared posts on behalf of the nonprofit’s founder, leading to astronomical growth and engagement for her social media channels (especially on LinkedIn)
  • Featuring and tagging community leaders in our posts contributed to significant follower growth. TransNewYork is now followed by multiple accounts with large follower bases.
  • Our team also planned and executed successful donation and crowdfunding campaigns for the nonprofit, securing thousands of dollars in donations for the organization and its partners
  • Content marketing initatives, such as blogging, provided life-saving mental health resources to LGBTQ+ audiences in need of support
  • Developing and gating valuable content, such as back to school resources for LGBTQ+ families, enabled the organization to increase its email subscriber base

Success By The Numbers

As a result of our social media, email, content marketing and crowdfunding capaigns, our client experienced the following growth:
191%
increase in new Instagram followers after 3 months
463%
increase in Instagram comments after 3 months
120%
increase in Facebook impressions after 3 months
219%
increase in Facebook shares after 3 months
112%
increase in new LinkedIn followers after 3 months
2,250%
increase in LinkedIn shares after 3 months
494%
increase in Twitter engagements after 3 months
350%
increase in Twitter retweets after 3 months

Diversity Marketing Services Provided:

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