Growing Victoria's peak playgroup body — a full-funnel paid strategy for a not-for-profit.
Play Group Victoria is the state's peak body supporting playgroups for young children and their families — a brand with decades of trust and a genuinely warm offer. What they didn't have was a repeatable way to turn that brand into consistent membership signups. We built the paid-media layer around it.
How we turned organic goodwill into a reliable, measurable signup engine for a Victorian not-for-profit.
Play Group Victoria is the state peak body for playgroups — supporting thousands of Victorian families with weekly community-run play sessions, parent resources and early childhood programs.
Brand recognition was strong, but member signups were inconsistent — depending heavily on word-of-mouth and council referrals. They needed a scalable digital funnel to reach new parents directly.
A Meta-led paid strategy targeting Victorian parents of young children — testing multiple creative angles (community, developmental benefits, local playgroup finder) against a clean signup landing flow.
Meta campaigns layered on top of existing organic and word-of-mouth flow — adding a reliable, predictable stream of new members month-over-month.
"Not-for-profits don't need different marketing — they need the same paid discipline with a tighter budget."
Play Group Victoria had everything a paid funnel needs — a clear offer, a trusted brand, a defined target parent. The only missing piece was a repeatable Meta system. Layering that on top of their existing organic pull is what delivered the 290% signup lift.
30-minute audit + strategy call. You'll leave with a custom roadmap — whether we work together or not. No pitch deck, no pressure.
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