CASE STUDY
Help is Here
AGENCY: King
CLIENT: Genesee Health System
Genesee Health System (GHS) is addressing the nation’s mental health crisis head-on by expanding its services and reaching beyond its traditional client base. To get the word out, GHS partnered with King Media to launch a two-year multi-media campaign. The campaign’s objectives are to:
Revitalize the GHS brand identity
Bolster community awareness and education
Attract quality professionals to open positions at GHS
Launched in April 2023, the campaign unveils revitalized GHS branding that serves as the foundation for the agency’s marketing efforts. Tactics include broadcast television and radio, streaming audio, audience-based display, video pre-roll, digital billboards, gas station video, and Facebook and Instagram advertising.
The copy and creative are well researched and designed to resonate with residents regardless of individual demographics. Through a variety of tactics, the community learns that care doesn’t have to break the bank, and is closer and more convenient than they may think.
Using baked-in efficiencies, our strategy blends general awareness tactics with specific opportunities to spotlight the agency’s existing, expanding and newly introduced programs; reach individual service populations; highlight agency achievements and attract top talent to specialized positions.
We thoughtfully selected media tactics and developed creative to best reach each subgroup including individuals who are racially/ethnically diverse, members of various socioeconomic statuses, LGBTQAI+, linguistically diverse, deaf or heard of hearing, and of diverse faith traditions.
King also developed specific creative and selected media tactics for talent recruitment. We then delivered those ads digitally to individuals who are job seekers, unemployed or looking to make a career change, and invested in a second layer of filtering to achieve priority delivery to persons with (or who have had) careers in mental health, psychology and/or medicine.
SELECT CAMPAIGN ELEMENTS:
BROADCAST
OUTDOOR
SOCIAL
RADIO
DIGITAL DISPLAY
Through October 2023, the social effort has produced 1,861,013 impressions reaching 367,330 individuals; 209,375 engaged with the ad, and 15,108 clicked through to the website. We used the following social branding and recruitment perspectives to reach Genesee County audiences ages 18+.
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Social branding ads optimized for awareness/reach:
855,213 impressions reached 188,129 individuals for a frequency of 4.55 and estimated ad recall of 4,210. Nearly 60,000 individuals engaged, and it received 59,104 three-second video views. -
Social branding ads optimized for website traffic and focusing on communities of color and LBGTQIA+:
219,994 impressions reached 42,738 individuals who engaged with the post 66,087 times and resulted in 4,028 link clicks for a 1.83% CTR. -
Social recruitment ads optimized for website traffic targeted a geographic area within 40 miles of GHS with interests in employment and psychology, health, wellness or medicine.
785,806 impressions reached 136,463 individuals. About 11% of those who saw our ads engaged with them (83,574)—and 10,488 individuals went on to view the website (CTR 1.33%).
Digital tactics utilizing a pixel tracked 4,766 users who’d been served an ad and subsequently visited the website. Pre-roll ads in their first flight resulted in 418,932 impressions. Of those 93% watched at least 25% of the video—and 85% watched the video in its entirety. Geo-targeted ads added another 615,084 impressions reaching 388,609 individuals for 816 clicks and a 0.30% CTR. Recruitment ads served 838,922 impressions reaching 464,430 individuals; 2,211 clicked on the ad for a CTR of .51%.
Outdoors, digital billboards at 38 locations contributed 654,527 impressions and 56,117 ad plays, while 123 Michigan gas stations added 404,078 impressions and 360,052 ad plays.
Through June, the website had 18,263 new users, 19,514 total users and 29,709 sessions. Since July 1, the site has acquired 24,609 new users who engaged in 41,660 sessions.
RESULT HIGHLIGHTS:
