In August of 2020, we had the opportunity to partner with Ohio Mental Health and Addiction Services (OMHAS) on a series of campaigns, including the Take Charge Ohio initiative. This project focused on reducing the stigma of addiction and raising awareness about treatment options, specifically targeting Black males aged 55-64, Black females aged 45-54, and adult Latino males. 

 

The scope of this work closely mirrors the objectives outlined in RFP SRC0000027805, making it a perfect example of how we approach similar challenges and deliver exceptional results.

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Goal: Raise Awareness, Reduce the Stigma

The goal of Take Charge Ohio was clear and powerful: to shine a light on addiction treatment options and break down the stigma around seeking help. The campaign aimed to reach individuals across Ohio who may not know about the resources available to them and to create a supportive, open dialogue about addiction recovery. We were committed to driving real change by raising awareness and encouraging people to take action.

 

Strategy: Connect to our Audience by Understanding our Audience 

As is the case with all our clients, we began our engagement with a deep research dive, gathering data to make sure we were reaching the right people in the right way. Using Scarborough, we uncovered key insights about the media habits of our target audiences. We discovered which platforms they used most frequently and how much time they spent on each. We also looked closely at their social media habits. This research gave us a rock-solid foundation for creating a tailored media strategy that would hit the mark with our diverse audiences.

 

Pre-Campaign Preparation: Laying the Foundation for Success

Once the research was complete, we provided strategic recommendations, cost summaries, and predictions for impressions, all of which gave OMHAS a clear picture of how the campaign would unfold. We also made sure that every last detail was covered -- from run dates and media placements to deadlines for creative submissions. This thorough prep work set us up for success from day one.

 

Tactics: Maximize Impact Through a Multi-Platform Approach

To ensure we were reaching as many people as possible, we designed a comprehensive, multi-channel media plan. This included broadcast and cable TV, digital radio (on platforms like Spotify and Pandora), traditional radio, and out-of-home advertising, including billboards, transit ads, and even gas station displays. On top of that, we leveraged OTT (Over-the-Top TV) and secured a News1 sponsorship with Spectrum News. For even more targeted engagement, we ran ads on ESPN and across social media platforms. By blending both traditional and digital media, we created a dynamic, far-reaching strategy to maximize our impact.

 

Campaign Execution: A Targeted, Statewide Rollout, Fine-Tuned Along The Way

When the time came deliver our message, our Project Manager was at the helm, ensuring every aspect of the campaign was carried out smoothly. We launched campaigns statewide, carefully targeting the right demographics and defining precise geo-targets to ensure we were reaching the right people in the right locations. 

 

Our team placed ads across a wide variety of platforms, including radio, TV, print, digital, and out-of-home spaces, all while staying within the approved budget. Using our proprietary real-time interactive dashboard, Marjorie™, we tracked impressions week by week, allowing us to fine-tune the strategy and maximize performance. We also handled the creative production across all media channels, ensuring a seamless cross-platform experience for the audience.

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Post-Campaign: Reporting and Reconciling

After the campaign wrapped up, we delivered a detailed End of Campaign Report. This included key performance indicators (KPIs) like flight dates, expenditures, target audience impressions, and exceptional search engine marketing (SEM) performance. The report also included a breakdown of CPM (Cost Per Thousand) vs. target and click-through rates (CTR), ensuring OMHAS had a complete picture of how the campaign performed.

 

We also made sure the final details were buttoned up. We reconciled and processed media vendor invoices monthly, ensuring that everything was accurate before submitting them to OMHAS. In addition, we made sure all invoices within were paid within 60 days of receipt and performed a final quality assurance check on the creative units to confirm they were executed as planned.