As mentioned in some of our previous blog posts, we have helped with the Maricopa County of Public Health before to build awareness on different health issues and the general well-being of the community. This season we were tasked to create a bilingual campaign to advertise the resources on FindHelpPhx.org. Why? Because there was an alarming 69% of parents who said if they knew how to locate more family resource services, they would use them.
FindHelpPhx.org was created by the Maricopa County Department of Public Health (MCDPH) to provide residents an easy way to find social and health services. The user-friendly platform offers 1,500 resources including free and low-cost screenings, doctors, disability services, and more. Each of these services is vetted by the county and available for Maricopa residents who want to increase their quality of life. In fact, the website offers bilingual assistance in English and Spanish for those who need language assistance.
The Advertising Campaign
We were entrusted to come up with a plan of action to effectively advertise to Maricopa County families in need of guidance. We started this process by researching their exact target audience. Who are they? Where do they live? How old are they? After we dove deeper into who their exact consumer was, we evaluated where they would most likely be exposed to an ad. We determined Facebook and YouTube would be the best digital platforms, and rotating billboards on Arizona freeways would be a great traditional channel.
After we decided who their target audience was and how we were going to reach them, we brought the information to the creative team. From there, the creative team wrote a story and a narrative that would resonate with the audience to grab their attention. See the creative content below.
We are pleased with the performance and results that the ads have produced so far. The entire campaign launched Monday, September 16th, 2019, and will run through November 27, 2019. There have been 223,000 impressions for the Facebook campaign, with nearly 1,000 link clicks. YouTube has garnered 463,700 impressions that have generated 850 clicks to the website. For the billboards, there are 10 locations rotating weekly around Phoenix for 8 weeks, with an estimated 5 million impressions.
Here at ON Advertising, we always love working with the Maricopa County Department of Public Health because they are trying to improve the lives of their residents. However, if you or your business is interested in spreading an important message through effective advertising campaigns, contact us today.