Public Health – Dayton & Montgomery County
Web Design, Landing Pages, Ad Campaign, Social Media Marketing, Printed Materials
Public Health – Dayton & Montgomery County (PHDMC) specializes in educating and treating Montgomery County, OH citizens, providing information for them to make healthier choices for a better life.
To further their mission, PHDMC sought to expand the message and reach of the EveryOne Reach One Maternal & Infant Vitality Task Force. This task force was established in 2017 with the goal of reducing the infant mortality rate in Montgomery County. To achieve this goal, the task force aims to:
They knew they needed to reach more members of the public in underserved communities through a multichannel approach of support and resource awareness.
The core demographic they were looking to connect with were pregnant women in the community with fewer resources, lower-income, and overall less support. The information needed to be accessible and easy to understand for every demographic they were trying to reach. The challenge Wilderness Agency faced was delivering a fresh and compelling message to engage these new families, helping to ensure every baby was born with a chance for a long, healthy life.
Research was a key component to all of the information that was to follow. The team looked at the best practices of many other programs in the state, and some national messaging, to ensure that the message was clear and compelling while being delivered to younger black women, teens, and families. These populations emerged as groups with critical needs for accurate information.
Members of Wilderness Agency also attended CenteringPregnancy groups to listen and speak with the women who attended, as well as the nurses who ran the program. Our team members also held focus groups to speak with women in the community to hear first-hand the challenges that pregnant women and new mothers face.
Wilderness Agency developed a marketing strategy that delivered the information through multiple channels, taking into account the various ways people access information. The information designed to assist women navigating their way through a healthy pregnancy is delivered through emails, text messages, a website, and a notebook they can obtain from the task force or their healthcare professional.
Digital ads were also placed on Google and social media platforms to be seen by families in certain zip codes, to lead them to landing pages where they can sign up for weekly emails and texts, and also to lead them to the website where they can learn information about pregnancy and the many resources available to them.
Through research and focusing on the people that needed the information, Wilderness Agency ensured that it was accessible for everyone that wanted it. The messages stayed consistent in every channel, so nothing is lost based on how people choose to engage.
Designing additional print materials achieved two key goals for EveryOne Reach One:
Specific flyers were developed from ERO’s programs in order to reach audiences who might not have internet access. A custom handbook was written and designed by Wilderness exclusively for EveryOne Reach One. The handbook, available to any expecting mother in ERO’s programs, is considered a one-stop informational guide and journal for a mother during her pregnancy. Designed to support and encourage, an expecting mother could find help and set goals for her and her baby’s growing bond.