Driving Conversions & Action for Rocky Mountain PBS

 Rocky Mountain Public Media is the parent company of Rocky Mountain PBS, KUVO Jazz, and The Drop. Rocky Mountain PBS began in Denver in 1956 and is now Colorado's only statewide television network, with stations in Denver, Pueblo/Colorado Springs, Steamboat Springs, Grand Junction, and Durango. Rocky Mountain PBS has a mission to strengthen the civic fabric of Colorado through public media, and a vision to see everyone feel seen and heard.

The primary marketing objectives for Rocky Mountain PBS include increasing sign-ups for the PBS Spotlight Newsletter, a source of community stories from across Colorado, and fostering engagement with their website through the Ad Grants program. With a focus on promoting programs such as Colorado Voices, Native Lens, PBS Kids, RMPBS Passport membership, and more, the agency aims to connect with a wider audience.

Challenges & Objectives

uluad encountered significant challenges in achieving its targeted sign-ups. Recognizing the importance of this goal, uluad prioritized improving overall website conversions. Another hurdle was the rising cost-per-click, driven by increased keyword bidding and intensified competition in the auction.

Strategy

To address the conversion challenge, uluad meticulously tagged all forms and valuable actions on the website using Google Tag Manager. This enabled a comprehensive understanding of user interactions, providing valuable data for developing content and ads that align with Rocky Mountain PBS's goals. Smart bidding strategies were implemented, leveraging Google's algorithms to optimize conversions.

To tackle the rising cost-per-click, uluad introduced creative solutions such as integrating long-tail keywords into the account. Simultaneously, they maximized the use of ad features to enhance ad relevance, quality scores, and overall account performance.

 

Results

For the September 2025–August 2026 grant year Rocky Mountain PBS saw a significant reduction in cost-per-click, leading to a more cost-effective advertising approach. The click-through rate (CTR) held steady at an impressive 12.30% monthly average, reflecting uluad’s success in capturing audience attention.

The conversion rate also showed steady improvement, averaging 16% per month, indicating the effectiveness of the strategies in enhancing website engagement. Rocky Mountain PBS now attracts over 4,000 website visitors each month, highlighting the positive impact of uluad’s collaboration in advancing the organization’s outreach goals.

Through its strategic partnership with uluad, Rocky Mountain PBS has overcome key challenges and achieved measurable success—increasing website engagement, reducing advertising costs, and improving overall campaign performance. This case study illustrates the value of innovative marketing strategies in supporting the mission and vision of a nonprofit dedicated to public service and community connection.