MFPAA

Paid Media, Video Production & Comprehensive Marketing Strategy

McCandless-Franklin Park Ambulance Authority is a nonprofit 501(c)(3) EMS provider serving five Pittsburgh-area townships — Bradford Woods, Franklin Park, Marshall, McCandless, and Pine. The Stoop serves as MFPAA's marketing partner under a $15,995 annual engagement, delivering paid media campaigns, video production, direct mail design, social media strategy, and website optimization.

Paid Media Video Production Direct Mail Social Media Strategy Website Audit Print Design Motion Graphics Campaign Analytics

The Challenge

MFPAA is a critical community resource — providing emergency medical services across five townships. As a nonprofit 501(c)(3), they rely on community donations and EMS subscription memberships to fund operations, equipment, and vehicle purchases. They needed a marketing partner who could drive both donation revenue and subscription growth through targeted digital campaigns, while also strengthening their brand presence across the communities they serve.

Campaign 1 — August 2025

Subscription Campaign

August 4 – September 2, 2025 (30 days)

Drive New EMS Subscriptions

A four-week paid media campaign on Meta (Facebook & Instagram) designed to drive new EMS subscriptions from residents across the five townships. Tested 5 creative executions — 7|60, 7|90, 911, Streaming, and It's Your Job — with geographically precise targeting limited to service-area zip codes, excluding current members.

Meta (FB + IG) $3,645 Budget 5 Creative Executions Geo-Targeted

Subscription Performance

193,084 impressions — average frequency of 4.4 (1-2x per week)
3,002 link clicks with 1.55% CTR (29% above benchmark)
CPC: $1.21 (69% below $3.97 benchmark)
CPA: $101.24 (within 2% of $99 benchmark — strong for first campaign)
ROI: 88% of ad spend recovered in direct subscription revenue
73% of website traffic during campaign came from paid media
Direct traffic up 31% and organic search up 13% during campaign (halo effect)
Top creative: "911" — 2.44% CTR, $0.86 CPC, $27.17 cost per result

Campaign 2 — October 2025

Capital Campaign

October 1 – October 31, 2025 (30 days)

Drive Donations from New Donors

A four-week paid media campaign on Meta (Facebook & Instagram) and LinkedIn designed to drive donations from new donors across the five townships. Deployed 3 creative executions — 911, Impact: Chief Dell, and Impact: Christine — with custom audience targeting including lapsed donors, lookalike audiences, and high-net-worth professionals.

Meta + LinkedIn $3,645 Budget 3 Creative Executions Custom Audiences

Capital Performance

$47,139 raised from 446 donors — average donation $105.96 ($1,077 increase YoY)
3,678 new website users — 79% of all site traffic during campaign
Aggregated CPC: $1.56 (87% below $3.97 benchmark)
Aggregated CTR: 0.99% (within benchmark)
Meta CPC: $1.24 (105% below benchmark)
LinkedIn CTR: 1.87% (70% above benchmark)
Top creative: "911" — highest CTR across platforms
"Impact: Christine" — strongest LinkedIn engagement at 2.22% CTR

Scope of Work

Digital and social media strategy document with content calendar
Paid media planning and execution across Meta and LinkedIn ($7,290 total media)
Video production — 30-60 second promotional video plus 12 sizzle reels (7-15s)
Two direct mail pieces — Capital Campaign mailer and Subscription Campaign mailer
Social media template suite for ongoing content
After Effects motion graphics toolkit
Website audit report with prioritized optimization recommendations
Campaign analytics and end-of-campaign reporting with actionable insights

The Impact

Across two campaigns and a $7,290 combined media spend, The Stoop delivered $50,349 in direct revenue — $47,139 in donations plus $3,210 in subscription revenue — representing a 6.9x return on ad spend. The campaigns drove 6,545 new users to MFPAA's website, generated 482 donors/subscribers, and consistently beat industry benchmarks on CPC and CTR. Beyond paid media, The Stoop delivered a complete marketing infrastructure — video assets, direct mail, social templates, and a motion graphics toolkit — giving MFPAA the tools for sustained community engagement.

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