Branding Campaign for the Health Department

Did you know Tennessee ranks as one of the worst states for maternal mortality? A partnership with the Knox County Health Department allowed us to work with them to promote their Stronger Babies maternal health campaign, leading to millions of impressions and website visitors.

At a Glance

Services:

  • Social Media Ads

  • Google Ads

  • Website Design

Results:

  • 5.24M impressions

  • 3,900 clicks

  • $1.55 cost per click

  • 2.89% click-through rate

  • 5,100 unique website visitors

The Client

The Knox County Health Department is dedicated to the health, safety, and wellbeing of the nearly 500,000 residents living in Knox Country, Tennessee. The Department's 250+ health professionals work to monitor diseases, provide health education, enforce food safety laws, prepare for emergencies, and much more.

The Objective

The Knox County Health Department had an initiative called “Stronger Babies” that required the implementation of a microsite, unique collateral pieces on the microsite, incorporation of their images and graphic design elements to match billboards and offline pieces already in production, and hit a tight deadline.

Results

5.24M

impressions

3900

clicks

$1.55

cost-per-click

41% less expensive than the national average fro health and medical

2.89%

click-through rate

62% higher than the national average for health and medical

5100

unique website visitors

Strategy

The Knox County Health Department's goal was to reach as many women and mothers as possible with their Stronger Babies campaign. Working within their budget, we prioritized Google Ads as the main PPC avenue for this campaign, using a combination of search ads, display ads, and social media advertising on Facebook.

We know that a strategic Google Ad can fall flat if the landing page is bounce-worthy. The Health Department needed a beautiful, easy-to-navigate landing page to display their educational materials. The resulting microsite has had more than 5 million digital impressions, along with nearly 4,000 visits to the site and collateral pieces during their campaign.