The Idea Marketing is the agency of record for Nurse-Family Partnership (NFP), a non-profit organization that provides free in-home nurse support to low-income first-time mothers during their pregnancy and until their baby turns two years old.
For NFP our goals are to increase both awareness and enrollment nationwide. To achieve this, we first conducted extensive market research that informed our communication strategy and allowed us to test which campaign concept and key messages truly resonate with our target audience. Additionally, their insights guided the creation of the integrated marketing plan.
The roll out of the campaign started in 2016 with South Carolina, Texas and California. The 2017 implementation will also include North Carolina, Florida, New York, Louisiana, Oklahoma, and Minnesota.
This integrated enrollment campaign comprises extensive out-of-home advertising including public transit/bus wrappings, bus shelters, park benches, retail/malls advertising, as well as placements in laundromats, neighborhoods markets, taco trucks wrappings, and even OBGYN clinics.
Moreover, the strategy has a large component of in-mobile apps, digital/whitelists websites, Google Ads, social media advertising, as well as TV and radio.
Additionally, we have street teams engaged in grassroots initiatives across NFP’s most strategic markets. To support these efforts more than 23 different pieces of collateral materials have been developed, some of them included the creation of calling cards, brochures, postcards, mail inserts, posters, flyers, landing pages for each market, and an entire array of giveaways.