Public Health Communications Raise Awareness to Connect With Target Audiences

Public health communications are an important tool for state and local agencies to raise awareness within their communities of the low or no-cost health and wellness services they offer. Often the biggest challenge is connecting with the communities they serve so individuals are aware of what services are available to them. Mspark is an ideal partner for these agencies and organizations, with targeting capabilities and messaging solutions that connect with and engage their target audiences.

Case Study: Women’s & Children’s Health Services

The Georgia Coastal Health District partnered with Mspark beginning in November 2023 to create awareness campaigns for its Women, Infants, and Children (WIC) program.

Mspark’s targeting team used age, income, ethnicity and predictive indexing related to children’s healthcare to identify the 57,000 households with the greatest need in the community.

The campaign audience received printed postcards targeted to the mail carrier route level with those same homes receiving digital ad impressions on their devices. Both English and Spanish versioning was used based on the identified language spoken in the family home.

The campaign resulted in 1,952,699 digital impressions, 2,354 clicks, and a 0.12% CTR. View the complete case study below:

Mspark gives the ability to hone in on the target audience for each campaign so, unlike some other advertising methods, we’re able to make good quality impressions and not just quantity impressions,” Ginger Heidel, Georgia Coastal Health District Public Information Officer, said. “Our campaigns can also be tailored to a wide range of budgets,” she added.  

Campaign Takeaways

Efficient targeting makes the most of your campaign investment, especially important when working with grant funding or adhering to budget allocations. Learn more about how targeting works.

Personalized marketing mail drives higher engagement rates. In this case, Mspark was able to identify households with small children and determine the primary language spoken in the household to ensure they received messaging relevant to them.

Did you know?

  • 68% of consumers are more likely to engage with a message that is personalized to them.1
  • 55% expect mail from organizations to be personalized to them in some way.2

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.

Sources: USPS Mail Moments 20232; LOB 2023 State of Direct Mail2

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