COMMANDO HELPS GOLDEN RULE SERVICES LEVERAGE SOCIAL MEDIA TO REACH THE LGBTIQ COMMUNITY REGARDING ITS HIV/AIDS SERVICES.

“AS SOON AS WE LAUNCHED OUR CAMPAIGN, WE STARTED GETTING PHONE CALLS FROM INDIVIDUALS WHO SAW THE CAMPAIGN AND WANTED TO KNOW MORE ABOUT THE SERVICES WE OFFERED.”

SITUATION

Founded in 2000, Golden Rule Services is a nonprofit organization that provides culturally competent services to people-of-color communities in Sacramento County, California. The organization’s programs and services align with the state’s “Getting to Zero” plan to get to zero new HIV infections, zero AIDS-related deaths, and zero stigma and discrimination against people living with HIV.

To accomplish its goal of ending the local HIV/AIDS epidemic, Golden Rule Services has relied upon community-based outreach to make face-to-face contact with its target audience. However, the COVID-19 pandemic forced the organization to change tactics. Clarmundo Sullivan, Founder and Executive Director of Golden Rule Services, looked at other effective strategies for doing HIV/AIDS prevention and found that the research is very clear that social media marketing works.

“That’s when we began the search for a marketing firm with deep knowledge of the LGBTIQ of color community,” said Clarmundo. “After examining many proposals and conducting interviews, it became clear that COMMANDO was an excellent fit for our organization. Not only did the COMMANDO team get what we were all about, but it was also clear that they knew what they were doing.”

THE COMMANDO TEAM ARE NOT AMATEURS. THEY ARE VERY PROFESSIONAL, AND THEY KNOW THEIR STUFF.

Founder and Executive Director at Golden Rule Services

COMMANDO HELPS ORGANIZATIONS REACH THE LGBTQ+ COMMUNITY

THROUGH SOCIAL MEDIA AND DATING APPS BY BUILDING AND IMPLEMENTING ADVERTISING CAMPAIGNS FROM START TO FINISH.

SOLUTION

Golden Rule Services initially partnered with COMMANDO on a short-term trial basis, which proved to be a great success.

“As soon as we launched our campaign, we started getting phone calls from individuals who saw the campaign and wanted to know more about the services we offered,” said Clarmundo.

Once officially on board, the COMMANDO team redoubled its efforts and created digital marketing content that was posted on dating apps used by the men-who-have-sex- with-men community, such as Grinder, Adam for Adam, and Scruff. They also created exposure for Golden Rule Services on Instagram and Facebook and designed a landing page that contained additional information about how to receive the services that Golden Rule Services offers.

Clarmundo appreciated that COMMANDO, unlike other firms, immediately understood Golden Rule Services’s worldview and how it connects with the priority population it serves. He was also satisfied that the COMMANDO team grasped the constraints that nonprofits work under.

And, perhaps most importantly, COMMANDO delivered the results that moved Golden Rule Services closer to achieving its goal of ending the local HIV/AIDS epidemic.

“I love the COMMANDO team. I love working with them,” said Clarmundo.

RESULTS + BENEFITS

COMMANDO HELPED GOLDEN RULE SERVICES
ACHIEVE THE FOLLOWING:

DOCUMENT REFERRALS

“People who saw our campaign could click a
link for more information and then contact us
directly and schedule an appointment,”
said Clarmundo. “Every response was
automatically documented.”

EXCEED GOALS

“This year, we are two months ahead of our testing goals,” said Clarmundo. “This is a direct result of the work that the COMMANDO team has done for us.”

SAVE TIME AND MONEY

“Our social media campaign works hard for us so we don’t have to,” said Clarmundo “COMMANDO has saved us a lot of time and money.”