{"id":60942,"date":"2023-05-01T19:19:36","date_gmt":"2023-05-01T19:19:36","guid":{"rendered":"https:\/\/freestyleokc.com\/?post_type=portfolio&p=60942"},"modified":"2023-05-10T14:53:30","modified_gmt":"2023-05-10T14:53:30","slug":"occhd","status":"publish","type":"portfolio","link":"https:\/\/freestyleokc.com\/portfolio\/occhd\/","title":{"rendered":"OCCHD"},"content":{"rendered":"\n
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Choose Today!<\/h1><\/div><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n
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\u201cIt\u2019s time to roll up our sleeves and get to work, Oklahoma County!\u201d<\/strong><\/h2><\/div>

integrated campaign and media placement<\/h3><\/div><\/div>

Freestyle Creative<\/a> had the opportunity to partner with the Oklahoma City-County Health Department<\/a> (OCCHD) and Gooden Group<\/a> for \u201cChoose Today,\u201d an informative campaign about the FDA-authorized COVID-19 vaccine, encouraging residents of Oklahoma County to make an informed decision about receiving the vaccine.

Situation
<\/strong>OCCHD recognized that many residents of Oklahoma County needed help becoming informed about the best decision for themselves or helping family and friends make a decision about becoming vaccinated.

Goals
<\/strong>Motivate unvaccinated Oklahoma County residents to receive the COVID-19 vaccine, with a primary focus on OCCHD\u2019s target populations, in order to limit community spread and improve overall public health outcomes.
Reinforce <\/strong>the critical role that OCCHD plays in educating and providing resources to Oklahoma County.
Emphasize<\/strong> the importance of receiving a second dose and booster vaccines.

Strategy<\/strong>
We partnered with Amber Integrated<\/a> to conduct a pre-campaign survey to identify the creative direction and appropriate target audiences. From this research, the following target audiences were identified:
– Males, ages 30-50
– Parents\/guardians of children ages 5-11
– Vaccinated residents eligible for boosters

Specific strategies and specialized messaging were developed for each audience. We created a recognizable logo for consistency across each asset and used images that would resonate with each audience, altering copy to speak to respective goals.

Placement
<\/strong>\u201cChoose Today\u201d was a campaign all about reach, with the ultimate goal to drive Oklahoma County residents to VaxOKC.com to make an informed decision about becoming vaccinated. To achieve maximum reach, a traditional and digital media mix was created including:
– Multiple billboard designs to appeal to all target audiences
– Various spot placements on broadcast stations
– Direct mail piece for likely unvaccinated residents
– Posters with OCCHD\u2019s vaccination hotline and\/or website
– Facebook ads with detailed targeting, varying audience messaging
– Programmatic placement for various videos

Results
<\/strong>When the campaign proposal was submitted, the vaccination rate in Oklahoma County was 45.9%. At the end of the three-month campaign, 82.1% of residents had received at least one dose of the vaccine, and 64.6% were fully vaccinated.

Through our social media campaign:
– A 55% increase in traffic to VaxOKC.com<\/a> was tracked in just the first week alone.
– We saw positive trends in overall web traffic through the remainder of the campaign with a significant decrease in bounce rate. 
– During the campaign, over 90% of the web traffic was due to new visitors, while less than 10% were returning visitors.

Amber Integrated conducted a post-campaign survey similar to the initial survey for research and found:
40% of Oklahoma County residents recalled seeing an ad from OCCHD within the past 90 days.
Of these 40%, 10% said it changed their perspective of the vaccine.
28% said the advertisements gave them a more favorable view of OCCHD.<\/p><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n

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\n\t\t\tContinue Exploring\n\t\t<\/p>\n\t\t\n\t\t

\n\t\t\tLearn More\n\t\t<\/h3>\n\t\t\t<\/a>\n\t<\/div>\n<\/div>\n<\/div><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n
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\n\t\t \tHave Questions?\n\t\t<\/p>\n\t\t\n\t\t

\n\t\t\tLet’s Talk\n\t\t<\/h3>\n\t\t\t<\/a>\n\t<\/div>\n<\/div>\n<\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n

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