Illinois Department of Health
Launching a full social media infrastructure and public awareness campaign to help the Illinois Department of Public Health respond to the Zika virus threat.
We were asked to to bring urgent awareness to the public related to Zika Virus, a dangerous virus that is transmitted by mosquitos. We discovered that the Illinois Department of Public Health did not have their social media IP established and secured online except Facebook, and had never run any type of awareness campaign using social media.
More than advertising and outreach campaigning
We immediately established channels, set up their Google and Facebook ads platforms, trained the leadership team on how to be ambassadors, and most importantly, developed a living social media content strategy platform, an editorial process, as well as trained staff on how to use social media tools as a powerful tool to decimate information and help saves lives through online outreach. Full systems were in place, and good timing. A few years later, IDPH saves millions of lives in Illinois due to their powerful, communications strategies, in part powered by the social media tools our firm established for the agency. And our custom public outreach campaign related to Zika saved lives too.
Our Goal & Audience
Raise and measure awareness (of Zika prevention) by PDF downloads, clicks, visits and views from a custom website designed for advertising and also social media campaigns, buys and engagement.
IDPH controls analytics access on views and visits to campaign website.
We focused on travelers — including business travelers, wedding and honeymoon travelers, and general travelers — and pregnant or childbearing age women
Social Media Content Marketing, Strategy, Planning and Audit
Created the agency’s complete social media strategy, audience targeting, partnership alignment, messaging per audience
Created multiple campaign buckets for the Agency
Provided thought leadership guidance to then Public Health Commissioner
Created personas, audience segmentation, local search strategy, keyword research
Our Deliverables
SEO Campaign Mobile Website - Full stack development and design
Earned and paid media placements in wedding publications
Google AdWords landing pages (design, development and programming)
Zika Tip Sheet and sign up strategy
Videos for campaign ads and YouTube presence
Social Media Graphics and visual concept for the campaign
Social media photos and artwork
Audit of current social media properties to identify opportunities
Social media content, including Facebook and Instagram ads
Facebook growth
Twitter growth
Instagram establishment
Pinterest page establishment
YouTube launch
LinkedIn page establishment and launch