Loughborough-based content marketing consultancy, LikeMind Media has been appointed by Ofsted-rated ‘Outstanding’ voluntary adoption agency Adoption Focus to lead a major digital campaign addressing the national shortage of adopters.
The year-long campaign will focus on reaching prospective adopters from all walks of life, with a particular emphasis on LGBTQ+ communities and people from Black and dual-heritage backgrounds — groups that remain significantly underrepresented in the adoption system.
LikeMind Media will work to position Adoption Focus as the leading choice for adoption and early permanence across Central England, promoting its training and support through a strategic mix of organic and paid social media, search marketing, and event amplification.
“We have delivered social media workshops for Adoption Focus and other adoption organisations, which has helped us understand some of the challenges they face in recruiting new adopters,” said Paul Ince, managing director of LikeMind Media.
“Selecting the right audiences and creating content that deals with a sensitive subject requires us to work through sophisticated strategies. We have a great relationship with Adoption Focus — it’s much more like a partnership than a supplier/client relationship. We refer to us all as one team; we’re all looking forward to working with each other over the next year.”
Jo Lee, director of business development at Adoption Focus, added: “We’ve worked with LikeMind Media informally in the past to strengthen our social media knowledge and output. This year, we wanted to start new campaigns to recruit adopters. Paul and his team were our first choice due to their knowledge, expertise, and our trust in their skill to maximise our resources and get the best results.”
