Client

The

Bootheel Babies & Families is a comprehensive community effort to reduce infant mortality in six Bootheel counties: Scott, Stoddard, New Madrid, Mississippi, Pemiscot and Dunklin. Through their ongoing partnership with BOLD Marketing, the organization has launched a targeted awareness and education strategy emphasizing safe sleep habits for infants and providing resources to new and expectant parents, grandparents, partner organizations and the community at large.

Challenge

The

Shifting consumer behaviors through education and awareness of safe sleep habits for infants in Missouri’s Bootheel, with a goal of reducing infant mortality rates by 15 percent over 10 years.

Campaign Development

Safe sleep messaging and branding

Awareness Events

Targeting diverse audiences

Social + Digital Media

Content and ad strategy across platforms

Public Relations

Media outreach and education

Changing behaviors starts with awareness. BOLD worked with Bootheel Babies & Families to identify key funnels for targeting stakeholder audiences and refine messaging to focus on safe sleep habits.

 

A branding concept – the ABC’S of Safe Sleep – was developed around that focus, followed by related marketing outreach strategies to new and expectant parents, grandparents, community leaders and other stakeholders. Comprehensive social media and digital strategies rolled out around that messaging, with a focus on educating core audiences about the importance of safe sleep for babies under age one. Media placement such as TV, outdoor, radio and print bolstered those efforts, along with direct mail, public relations and events.

Increase Website Traffic

Objective

Average Monthly Site Visitors

Reach more diverse age groups

Objective

Website visitors by age

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THEN

Social Media Average Post Reach

Objective

Social Media Average Post Reach

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NOW

Solution

The

225 %

increase in website visitors

186 %

growth in social followers

174 %

growth in social reach

32 %

growth in social engagement

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Missouri

1922 Independence St.

Cape Girardeau, MO 63701

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