Capabilities
- Digital
- Outdoor
- Web
Summary
Pennsylvania is one of three states in the U.S. that does not appropriate funding in the state budget for its statewide Court Appointed Special Advocates (CASA) association. In 2019, the Pennsylvania CASA association received a grant to raise awareness of CASA and increase volunteerism. Strategic collaboration with CASA resulted in a decision to focus efforts on the south-central Pennsylvania region, where the campaign would support recognition for new local chapters and broaden awareness among government officials, most importantly at the state level.
Objective
The media plan used both traditional and digital media, enhanced by spokesperson appearances on local radio and television talk programming. Having no marketing presence before the campaign launched, PA CASA received more than 1,500 volunteer inquiries, and their mailing list doubled in size. Among the tactics used were digital and mobile billboards throughout the region, transit advertising (local commuter buses), radio (including an NPR affiliate), three metro newspapers, and advertising on local news websites. Spokesperson appearances on local radio and television programs were also coordinated.
unique visitors
on website
likes on
social media
Conclusion
PA CASA leadership’s ultimate goal was to be added to Governor Tom Wolf’s 2020 budget. As awareness increased, doors began opening to the governor’s office. In Nov. 2019, local leadership was successful in having a $1,200,000 line item added to the 2020 budget, only to be set aside when COVID-19 caused the state to revert to a continuation of the 2019 budget allocations.
So that the campaign objective remained visible, in Aug. 2020, we created a virtual town hall video for PA CASA that included judges, legislators, the state Attorney General, and volunteers to tell their CASA stories, with introductory remarks made by Governor Wolf. To date, the number of YouTube views exceeds 2,000; and new volunteer inquiries have exceeded 1,000 since Aug. 2020.