Problem

Nurse-Family Partnership (NFP), a nationwide non-profit organization that provides free in-home nurse support to low-income, first-time mothers who are 28 weeks pregnant or less, faced stalling enrollment. NFP approached us to help bolster numbers and ensure their implementing agencies maintained operational feasibility.

Solution

With an objective to increase both awareness and enrollment nationwide, The Idea Marketing has acted as NFP’s agency of record for over four years.  After extensive initial market research, both qualitative and quantitative methods, we chose to leverage the million-dollar budget and place media in those states that would give NFP the best results and gain the most enrollments: Colorado, Texas, California, North Carolina, South Carolina and Florida.  Specific initiatives were also undertaken in Indiana, Oklahoma and Tennessee.

The ensuing campaign creative includes over fifty collaterals pieces, print and digital ads, website landing pages, production of pre-roll videos, animations, and testimonials. The implementation of the campaign features placement throughout mass media, retail and public transit advertising (busses and bus shelters), non-traditional guerrilla initiatives, social media, digital and mobile advertising, public relations, event marketing, and grassroots efforts.

Given that this target audience skews younger, the media mix had a large component of digital advertising, including: digital ad (whitelist), social media advertising (Facebook and Twitter), traditional and digital radio (Pandora), Google advertising, and some popular pregnancy mobile apps (Ovia, Baby Center, and The Bump).  In only six months, our social media campaign which targeted women between ages 14 and 28 reached 23,615,774 impressions while the in-app ads and video advertising garnered 22,939,803 impressions.

Solution (Cont.)

Hard to reach audiences respond better to more targeted tactics. Hence, a large part of the efforts was dedicated to non-traditional out-of-home and media that go beyond mainstream audiences.  These placements included: banners and take-ones in hair and nail salons and ethnic markets, retail advertising, bathroom and food court ads at malls, park benches, lunch-truck and taco-truck wrappings, laundromats, OBGYN waiting room ads, and Hispanic mercados.

Emphasis was also given to community outreach in various states.  We put together and provide constants support for the grassroots team throughout the country.  For this, the messaging platform was specifically tailored for community outreach and engagement.  They do continuous outreach at WIC and OBGYN offices, pregnancy stores, churches, and local events.

Hard work has paid off, for example, the first year of social marketing campaign, which targeted women between ages 14 and 28, reached 55,349,285 impressions. However, our success is best measured in the growth of enrollments with over 4,000 low-income, pregnant mothers after the campaign began.