Identity Theft Resource Center (Paid Media)

Established in 1999, the Identity Theft Resource Center (ITRC) is the only national non-profit in the U.S. that provides live, direct identity crime advice and victim assistance at no-cost.

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In addition to supporting victims, the ITRC maintains the largest U.S. aggregate of data breach information, produces public research on victim impact, advises legislation, speaks to the media, and creates educational resources through webinars, presentations, and partnerships.

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Despite rising fraud and identity theft rates nationwide, ITRC struggled with awareness for their work and B2B product lines. They began experiencing declining lead volume from phone calls and form submissions.

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Additionally, they had recently been awarded a grant to assist vulnerable populations including survivors of trafficking and domestic abuse, making it a priority to reach these communities. PBJ was brought in to address these challenges through both paid media and SEO.

To address their drop in lead volume, we structured search campaigns around the services andproducts they wanted to prioritize. This combined with a focus on middle and bottom funnel intentkeywords, allowed us to allocate our budget efficiently while reaching audience that were ready totake action.

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To reach their target vulnerable populations, we leveraged the vast library of video assets that the ITRC team had to create short, but compassionate video ads that ran on Meta. We worked to ensure that these had the right tone and messaging as to not water down the sensitive nature of this work.

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Similarly, for improving brand awareness as a whole, we leveraged more of their video assets to create general, informational ads designed to serve their audience in order to inspire trustworthiness in the ITRC name.