Three images stacked vertically show a variety of individuals as they receive citizenship.

Client: Immigrant Legal Resource Center

Digital Test-and-Learn for the New Americans Campaign

18 Coffees designed a scalable digital toolset for the New Americans Campaign, a diverse nonpartisan national network of immigration organizations, legal service providers, and immigrant rights groups funded by philanthropic organizations, in order to transform the way aspiring citizens navigate the path to becoming new Americans.

Led by the Immigrant Legal Resource Center (ILRC), the campaign’s goal was to test new ways to achieve measurable impact on naturalization among lawful permanent residents, and infuse innovation into service delivery models.

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Our work included: Multicultural Customer Journey Development, Digital Marketing Strategy, Paid Media

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“18 Coffees is a terrific team with a data-rich approach that has allowed us to test audience targeting, platforms, and messages so we can adjust in real time. It’s a treat to work with a thought partner who has a collaborative spirit that defines how we work together.”

— Melissa Rodgers, Director of the New Americans Campaign

Our Impact

  • 18 Coffees managed engagement across several digital platforms with many immigrant communities seeking information and assistance for naturalization services.

    Campaigns were targeted and tested in English, Spanish, and Mandarin Chinese.

  • 18 Coffees led a test-and-learn approach that used data and insights to drive participation, website signups, and program retention, using a multi-step journey that included paid media, email, landing pages, and custom applications.

    Online applications increased 170%, and the New Americans Campaign email list increased 500%, increasing the pool of future applicants by more than 12,000 people over three years.

  • Testing creative messaging and calls to action on Facebook was an essential part of the campaign.

    Partnering with media agency Craft & Commerce, the team gathered key learnings over time about the best messaging techniques to get immigrant communities to respond. Those learnings were then packaged and shared with the entire advocacy group community.