Texas Department of State Health Services

Integrated Campaign

Challenge

The Someday Starts Now program launched in 2012. But the public campaign effort to drive awareness of the Healthy Texas Babies initiative was suffering from stagnant creative and a disorganized and disjointed website experience. Belmont was engaged to reinvigorate the creative through an integrated outreach program and develop and launch an intuitive, well-organized website.

Solution

Working within the confines of the existing creative, Belmont connected new digital and outdoor creative with the existing ads, We created an entirely new Someday Starts Now website by developing an enhanced and improved user experience, expanded online resources and tools, new site design and content, strategic paid and earned media outreach efforts and implementation of a performance measurement strategy.

Results

Through our integrated paid media (digital, outdoor, radio and TV) and public relations efforts, the campaign netted more than 380MM impressions. The website, launched in both English and Spanish, was promoted through language-relevant creative and received over 53K sessions during the campaign flights. This was a staggering increase from the 1,566 sessions from same period 2013.

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