Government agencies who provide communities with low or no-cost preventative health services are often challenged to connect with individuals to raise awareness and build trust for the services they offer. With targeting capabilities across a wide range of factors that can cover an entire market or target down to the household level, Mspark is an ideal partner to connect these agencies and organizations with their primary audiences and engage them to utilize their health services.
The Georgia Coastal Health District partnered with Mspark during December 2023 to March 2024 to create an awareness campaign for COVID vaccinations. The health department was looking to raise awareness and emphasize the importance of obtaining a COVID-19 vaccination and to build trust within communities that were getting vaccinated at statistically lower rates.
Mspark’s targeting team leveraged demographic and income data to identify a target audience of neighborhoods with higher percentages of African American and Hispanic residents in lower income brackets across counties with low vaccination rates.
The campaign audience received a series of Boost Digital Display ads and printed postcards featuring a customized photo and endorsement of a well-known community leader in the area with messaging in both English and Spanish. The call to action included a website and phone number to reach out for more information and to find out how to obtain the vaccine.
Over the course of the ad campaigns, 4.9 million digital impressions were delivered, resulting in more than 5,578 clicks with an average CTR of .11%.
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Ginger Heidel, Georgia Coastal Health District Public Information Officer, credits Mspark’s precision data targeting capabilities with helping the agency engage its target audience and reach them with unique messaging that would resonate with them. “Unlike some other advertising methods, we’re able to make quality impressions and not just quantity impressions,” Heidel said.
Campaign Takeaways
Efficient targeting makes the most of your campaign investment. This is especially important when working with grant funding or adhering to budget allocations. Learn more about how targeting works.
Learn more about how Mspark partners with public agencies and organizations to raise awareness of services they offer. Click “get started” below to be connected with an expert to discuss your campaign goals.
