OneChild Partner Focused
Digital Marketing Strategy
Organization:
OneChild
Role:
Brand and Communications Director
Collaborative Project Leadership with:
Digital Marketing and Content Strategy Director and Senior Media Producer
Creators and Collaborators:
Creative Team, Leadership Team, Department Heads, Web Manager
Mobilization Charter was created as part of the new initiative to reach more children. It included a digital marketing strategy.
Challenge
Evolving OneChild’s Digital Strategy to Support Partner Growth
As OneChild shifted from a sponsor-centric model to a broader partnership-first approach, its digital presence lagged behind. The homepage and core pages prioritized sponsorship and lacked a clear value proposition for potential partners. Digital ads and social media focused heavily on sponsorship, while partner audiences—such as U.S. churches and frontline leaders—didn’t have a defined user journey. Additionally, form submissions weren’t connected to automated workflows, creating missed opportunities to nurture new relationships and reinforce OneChild’s value as a collaborative, innovative partner.
Website Redesign & Audience Segmentation
To better reflect our evolving identity, we conducted a full website audit and developed personas for U.S. Partners, Frontline Partners, and Sponsors. Guided by these insights, we redesigned the homepage to present two clear audience pathways—each leading to tailored landing pages with relevant content and calls to action. A pop-up prompt asks visitors to self-select their path, streamlining their journey and improving engagement.
We also updated key pages, including About Us, Frontline Partner, U.S. Partner, and the Bridgely platform introduction. Each page communicated our partner-driven model, featuring real-world stories, testimonials, and videos that illustrated how OneChild helps others expand their mission impact. This clarified our digital positioning and supported deeper audience alignment.
Dynamic Homepage: Sponsor Focus
Dynamic Homepage: Partner Focus
Social Media Transformation
We shifted our content strategy across platforms—moving from sponsor-focused messaging to stories of frontline collaboration and community transformation. We highlighted:
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Quotes and video testimonials from partners
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Stories of Child Champions and field leadership
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Bridgely’s role in enabling decentralized, real-time collaboration
This humanized our message while reinforcing our organizational shift and value proposition.
Additional Suggested Solutions
Email Drip Campaign for Lead Nurturing
Using HubSpot, we had planned to develop a triggered email workflow to engage prospective partners upon form submission. The emails helped articulate OneChild’s unique approach—amplifying the vision of its partners rather than just asking for support. Messaging emphasized direct relationships, transparency, and global connection
Integrated Paid Media Campaigns
We had budgeted to launch Google Ads and targeted paid ads for pastor events such as AG Council and ARC Conference. Additionally, we maximized the reach of purchased email lists to initiate new relationships with churches and ministry leaders.
Results
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Immediate Engagement: Within one month of the website and messaging updates, we received 18 new partner form submissions, with no additional marketing campaigns—a clear indicator of strong message alignment.
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Increased Content Engagement: Heatmap data from Crazy Egg showed partner audiences engaging with content from top to bottom across multiple pages.
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Video Engagement: YouTube analytics confirmed consistent partner viewership on testimonial and leadership content.
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Expanded Partner Reach: Social media content aligned with the new messaging, expanding awareness of our partner-first mission and reinforcing our brand evolution.
Lessons Learned
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Segmenting audiences through the website and content allows for more targeted, impactful messaging and higher engagement.
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A cohesive digital marketing strategy grounded in brand clarity and audience needs leads to measurable results.
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Automation and clear workflows can elevate the onboarding experience for prospective partners.
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Collaborating cross-functionally—from creative and tech to leadership—drives alignment and scalability.
