AmeriCorps Seniors

Engaging Older Adults Through Meaningful Opportunities.

Solution
After an in-depth analysis of AmeriCorps Seniors' existing marketing efforts and audience behavior, our team implemented a comprehensive, multi-channel strategy centered around a new campaign: Your Moment. The campaign appealed to prospective volunteers through a powerful call to action — "Seize Your Moment to Volunteer."

  • Campaign Development: The Your Moment campaign was shaped by in-depth research and stakeholder input, revealing key insights. We developed a messaging framework that combined emotional resonance with practical details, tackling common barriers to volunteering while emphasizing its personal rewards. A vibrant visual identity showcased diverse older adults in action. Focus group testing confirmed the campaign’s strong appeal.

  • Strategic Media Planning & Audience Segmentation: We leveraged audience segmentation techniques to identify and engage diverse senior demographics. AmeriCorps Seniors wanted to boost participation from demographics with historically lower volunteer rates, such as tribal communities, veterans and males in the 55-65 age group. Digital and traditional media placements were carefully selected to target the audience segments and ensure effective outreach.

  • Digital & Social Media Optimization: We used programmatic advertising, rich media display and video ads, and social media promotions on Facebook, LinkedIn, and Pinterest with A/B testing to refine messaging and visuals. Timely cultural trends, such as ABC's The Golden Bachelor, were incorporated to enhance relevancy and engagement.

  • Earned Media & PR Execution: We executed a proactive public relations strategy, securing over 80 local print placements (with 56% front-page coverage) and over 20 national op-eds. High-profile media engagements included podcast interviews, national audio news releases, and satellite media tours (SMT) featuring AmeriCorps Seniors spokespeople and volunteers.

  • Creative Content Development: We designed the "Your Moment" campaign to emotionally and rationally connect with the target audience. This included video and audio PSAs, explainer videos, social media snippets, and compelling digital ad units that reinforced the benefits and impact of volunteering.

  • Grantee Support: We equipped AmeriCorps Seniors nation-wide grantee network with marketing toolkits and training for local use. A digital social press kit offered customizable templates, videos, social media content, and print materials — helping grantees align with the national campaign while boosting recruitment and preserving program identity.

  • Performance Monitoring & Optimization: Ongoing campaign analysis, monthly in-depth reporting, and real-time optimizations ensured continuous performance improvement and maximized ROI.

Objective
Increase volunteer engagement and drive a measurable increase in recruitment by enhancing brand awareness and optimizing marketing strategies, including digital and traditional media investments. Component goals included:

  • Rebuild awareness and visibility of the AmeriCorps Seniors brand following a 2023 name change.

  • Re-engage target audiences after the impacts of COVID-19 led to a decline in volunteer enrollment.

  • Strengthen outreach efforts to address the growing need for community volunteers essential to operating AmeriCorps Seniors programs in the aftermath of the pandemic.

  • Refine messaging and media strategy to better connect with older Americans and convert interest into action.

Challenge
Declining volunteer enrollment and limited brand awareness.

  • AmeriCorps Seniors faced challenges in increasing awareness and engagement among older adults (aged 55+) for its volunteer programs.

  • Traditional outreach methods proved less effective in reaching and motivating the target audience to pursue volunteer opportunities, leading to stagnant recruitment rates.

  • Additionally, AmeriCorps Seniors needed a more integrated and data-driven marketing approach to improve brand visibility and appeal to a wider demographic within its target age group.

Results:

  • 3.6B impressions, significantly expanding AmeriCorps Seniors' visibility

  • 2.1M clicks to the website, increasing audience engagement

  • 405K leads generated, demonstrating a strong interest in AmeriCorps Seniors programs

  • Improved brand recognition and volunteer sign-ups through targeted and culturally relevant campaigns

Through LMO’s strategic blend of media, creative storytelling, and data-driven marketing, AmeriCorps Seniors successfully enhanced its outreach efforts, driving meaningful volunteer engagement and positioning itself as a leading advocate for senior volunteerism.