THE CHALLENGE

Simply knowing your program is good isn’t enough to get investors interested. You have to prove you can get results. When Nurse-Family Partnership (NFP) in South Carolina was selected to participate in Pay for Success, future funding hinged on boosting enrollment numbers and a new strategy to reach moms-to be was needed more than ever.

 

THE SOLUTION

Since 2016, we have been working to guarantee the successful implementation of the Pay for Success study in South Carolina, helping NFP expand its reach. As the organization enrolls more first-time, low-income mothers they provide valuable supports that help them break out of the cycle of poverty. The implementation of this study is evaluated by the Massachusetts Institute of Technology and Institutional Review Board, and each step is carefully monitored.

Initial, on the ground, qualitative and quantitative research uncovered clear needs throughout the state. This research informed the development of new creative and a comprehensive marketing plan.

The ensuing implementation is a comprehensive mix of traditional and non-traditional placements. Mass media creates overarching awareness with radio and out-of-home via bus wrapping and bus shelter advertising, park benches and billboards.

Retail advertising has focused on placements at malls, as well as non-traditional outlets frequented by the target audience like laundromats, payday loan stores, and hair and nail salons. Digital and mobile advertising, for its part, included Facebook, Instagram, Spotify, Pandora, and pregnancy apps (Baby Center, What to Expect and Ovia).

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