parentPRO
Registering for EBHVPs can be a confusing process for new parents — especially since these programs often have different eligibility requirements. parentPRO specially trains “community connectors” to promote home visits to potential clients and the community. However, many parents don’t feel comfortable inviting strangers into their homes, so it can be challenging to secure sign-ups for this service. Our campaign objective was to generate leads through online form submissions so parentPRO staff could follow up with prospective clients. More specifically, we sought to achieve 1,000 form submissions from June 13 through September 30, 2022.
Registering for EBHVPs can be a confusing process for new parents — especially since these programs often have different eligibility requirements. parentPRO specially trains “community connectors” to promote home visits to potential clients and the community. However, many parents don’t feel comfortable inviting strangers into their homes, so it can be challenging to secure sign-ups for this service. Our campaign objective was to generate leads through online form submissions so parentPRO staff could follow up with prospective clients. More specifically, we sought to achieve 1,000 form submissions from June 13 through September 30, 2022.
We discovered that, on top of feeling wary about home visits, many new parents also feared that needing parentPRO’s services would mean they were bad parents. We aimed to help parentPRO counteract these misconceptions and position home/virtual visits as a normal, beneficial and convenient option for parents.
We discovered that, on top of feeling wary about home visits, many new parents also feared that needing parentPRO’s services would mean they were bad parents. We aimed to help parentPRO counteract these misconceptions and position home/virtual visits as a normal, beneficial and convenient option for parents.
Our target audiences included Oklahoma women and men ages 16-30, particularly low socioeconomic status (SES) parents, who were expecting children or already had at least one child age 5 or under in their home. We developed a creative campaign that utilized animated assets, which allowed us to showcase a wide variety of different characters. By featuring diverse characters, we gave our target audiences the opportunity to see themselves reflected in the creative assets and to connect with the message that asking for help actually makes you a helpful and proactive parent. To take it a step further, our team deployed both English and Spanish-language media to educate potential participants about what to expect during home and virtual visits to offer some clarity and peace of mind.
The campaign included a mix of traditional and digital media, which allowed for coverage in key, population-dense metro areas while maintaining cost-effective statewide coverage through digital tactics. For traditional media, we leveraged broadcast television, cable and radio tactics; for digital media, we opted for TrueView video and Google Performance Max responsive display ads.
Our target audiences included Oklahoma women and men ages 16-30, particularly low socioeconomic status (SES) parents, who were expecting children or already had at least one child age 5 or under in their home. We developed a creative campaign that utilized animated assets, which allowed us to showcase a wide variety of different characters. By featuring diverse characters, we gave our target audiences the opportunity to see themselves reflected in the creative assets and to connect with the message that asking for help actually makes you a helpful and proactive parent. To take it a step further, our team deployed both English and Spanish-language media to educate potential participants about what to expect during home and virtual visits to offer some clarity and peace of mind.
The campaign included a mix of traditional and digital media, which allowed for coverage in key, population-dense metro areas while maintaining cost-effective statewide coverage through digital tactics. For traditional media, we leveraged broadcast television, cable and radio tactics; for digital media, we opted for TrueView video and Google Performance Max responsive display ads.
With a grand total of 5,550 form submissions — 4.5x more than our objective — this campaign was an extraordinary success. In addition, the form submission rate was 9.52%, which was a 3.8x higher submission rate than we aimed for. The average view rate for the campaign was 56.26%, which far exceeded our desired KPI of 37% or higher.
Traditional media placed nearly 2,350 paid spots and negotiated an additional 1,928 spots, including:
This 82% increase in spots was a direct result of our team’s negotiation efforts.
With a grand total of 5,550 form submissions — 4.5x more than our objective — this campaign was an extraordinary success. In addition, the form submission rate was 9.52%, which was a 3.8x higher submission rate than we aimed for. The average view rate for the campaign was 56.26%, which far exceeded our desired KPI of 37% or higher.
Traditional media placed nearly 2,350 paid spots and negotiated an additional 1,928 spots, including:
This 82% increase in spots was a direct result of our team’s negotiation efforts.
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