Public sector campaigns
Each of these campaigns was inspired by data, guided by strategy and powered by creativity.
City of Minneapolis
The City of Minneapolis needed a campaign to recruit for hard-to-fill roles. The campaign featured email, social, video, OOH and SEM—all driving to a landing page. Ultimately, the campaign helped fully staff the 911 call center and increase applications to the police department by 45%.
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We developed four audience personas geared toward potential recruits for different roles and a channel strategy that included a targeted approach for SEM, social and other paid channels.
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The messaging focused on helping people who may not think of themselves as police officers or 911 operators picture themselves in those roles.
State of Michigan
In an effort to provide Michiganders more affordable and accessible childcare, the State of Michigan Licensing and Regulatory Affairs Bureau offered a life-changing opportunity to help entrepreneurs open new childcare centers. The campaign was part of an effort that achieved the governor’s goal of increased childcare centers across the state one year ahead of schedule.
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I interviewed childcare providers and agency partners and used insights from those interviews to develop a marketing campaign to generate awareness of the OSS program. We developed an email campaign, social posts and print collateral to help providers better understand the resources available to them and refreshed related web pages to help increase online applications for licenses.
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The messaging focused on changing the future for Michigan citizens, supported with clear information to make a sometimes complex licensing process accessible.
State of Kansas
State of Kansas Department of Health and Environment along with the Department for Children and Families joined forces to cross-promote food programs in the state to drive more participation.
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We worked with both agencies to dive into their data for the SNAp and WIC programs and determine residents’ channels of preference to drive awareness and enrollment. We then developed messaging and assets targeted toward existing program participants who were likely to be eligible for the additional program.
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The messaging focused on changing the future for Michigan citizens, supported with clear information to make a sometimes complex licensing process accessible.
