Скачать или смотреть Washington State Division of Child Support: Digital Marketing Grant Update

Washington State Department of Social and Health Services' Division of Child Support (DCS) used digital marketing platforms to build awareness of services, increase engagement on DCS webpages, and brand the agency as a helpful, family-friendly service provider. This presentation outlines the campaign goals, digital marketing platforms used, targeting approach, outcomes, and future digital marketing recommendations for DCS. The three DCS digital marketing interventions included:

• Intervention 1: Two Facebook sponsored ads targeted to single parents living in 8 Washington counties with a higher rate of single parents to custodial parents and a lower rate of participation in child support services.

• Intervention 2: Three flyers distributed through the Peachjar platform - an email communication system used by K-12 schools nationwide. DCS flyers were sent to parents of students attending 100 schools in 13 Washington school districts.

• Intervention 3: Streaming radio ads through the iHeartRadio platform reaching 60 zip codes in 8 Washington counties. The zip codes were divided into two groups of 30 zip codes each; one group with more single parents than current DCS clients and the other group with more current DCS clients than single parents.

We accept comments in the spirit of our comment policy: https://www.hhs.gov/web/socialmedia/p...