Using an integrated and consistent marketing campaign is an effective approach to raising awareness for any cause. Northern Nevada Immunization Coalition created an increase of flu vaccinations in Northern Nevada communities through marketing, grassroots outreach and public relations.
Challenge
The 2010-2011 Flu Season kicked off in Northern Nevada with the help of Northern Nevada Immunization Coalition (NNIC) and MassMedia. NNIC contacted MassMedia to create an awareness campaign for the 2010-2011 Flu Season that was creative and promoted the flu vaccination in a fun and informative way, while still establishing a call to action.
Solution
MassMedia came up with an exciting new campaign entitled “InFLUence Others: Get Vaccinated!” which contained a definitive call to action and an identity that would appeal to a diverse audience. The campaign consisted of media relations, event management, advertising and grassroots/community outreach. Digital billboards, newspaper print advertising, television commercials and radio spots were created and stayed consistent with the campaign’s branding and NNIC’s goals. Since the majority of the target audience spends a great deal of time online on Facebook, Twitter and blogs, social media also played a large role in the campaign.
Results
Within days of launching the campaign, NNIC received positive feedback from both the public and the media. By the third day of the campaign, NNIC had already seen a 200 percent increase in their Facebook and Twitter page views. The media coverage secured for the campaign increased awareness of the importance of the flu vaccination and boosted the credibility of the Northern Nevada Immunization Coalition. Press releases regarding new Centers for Disease Control and Prevention (CDC) recommendations and flu shot events were picked up by KOLO Channel 8, KTNV Channel 2, radio station KTHX, The Reno Gazette Journal, The Elko Daily Free Press, The Nevada Appeal, Family Pulse Magazine, and Humboldt Times. The flu vaccination clinic sold over 200 vaccinations, exceeding the client’s expectations. The campaign’s tagline and branding has been extremely successful in the Northern Nevada communities and among regional healthcare professionals.
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