Identity Theft Resource Center (Paid Media)

Established in 1999, the Identity Theft Resource Center (ITRC) is the only national non-profit in theU.S. that provides live, direct identity crime advice and victim assistance at no-cost. In addition tosupporting 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 createseducational resources through webinars, presentations, and partnerships. Despite rising fraud andidentity theft rates nationwide, ITRC struggled with awareness for their work, B2B product lines,and the organization overall. They even began experiencing declining lead volume from phonecalls and form submissions. Additionally, they had recently been awarded a grant to assistvulnerable populations including survivors of trafficking and domestic abuse, making it a priorityto reach these communities. PBJ was brought in to address these challenges through both paidmedia 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.

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

-Similarly, for improving brand awareness as a whole, we leverage more of their video assets tocreate more general yet informational ads designed to serve their audience even without takingaction as to inspire trustworthiness in the ITRC name