Overview
A-Train Marketing partnered with the Larimer County Department of Health and Environment (LCDHE) to launch a campaign – Insights Today. Stronger Communities Tomorrow –Â promoting the Community Health and Wellbeing Dashboard.
The Problem
Due to limited engagement by target users, LCDHE needed to increase awareness and use of their Community Health and Wellbeing Dashboard, a critical tool covering social determinants of health in Larimer County, Colorado. This valuable resource with sections on mental health, food security, income, and community social environment aids grant writers, policymakers, and nonprofit leaders in making data-driven decisions that impact the overall community.
The Solution
A-Train Marketing devised a targeted, multi-channel campaign to increase dashboard awareness and engagement. The strategy included:
Data-Driven Outreach: Highlighting the dashboard data’s role in empowering organizations to make impactful, community-specific decisions.
Print and Email Campaigns: QR-coded postcards and targeted emails drove direct traffic, reaching key audiences with a clear call to engage with the dashboard.
Social Media Integration: Utilizing organic social media, strategic content emphasized data’s relevance for local policy and grant funding efforts.
Campaign Continuity: Social profile banners and a dashboard graphic to drive campaign continuity.
Pageviews of the Dashboard Surged
%
Reaching 1,191 total views during the campaign, up from only 23 in the preceding period.
The Results
Overall, the campaign achieved a 414.38% conversion rate, amplifying dashboard engagement and setting a new benchmark for future outreach initiatives. The metrics reflect the campaign’s powerful impact, enhancing the dashboard’s role as an indispensable resource for data-informed community decisions.
The LCDHE campaign delivered exceptional results, transforming the dashboard into a high-traffic, community-engagement tool with substantial growth across key metrics:
Pageviews: Monthly pageviews during the campaign averaged 397, a 237% increase from the prior six-month average.
Users and New Users: The campaign drew in 890 users and an impressive 707 new users over three months, marking a 353% increase in monthly users and an 896% increase in new users compared to the six months prior. The highest monthly engagement reached 421 users.
Top Traffic Sources: Direct traffic was the leading source, driven by QR-coded print mailers and emails, and brought in 454 users. Organic social media followed closely with 223 users, showcasing the campaign’s effectiveness in diverse channels. Collectively, campaign strategies accounted for 83.37% of all traffic to the dashboard.
Email Campaign Performance: The email campaign saw an open rate of 48% (966 opens from 2,403 recipients), well above the industry average of 43.7%. Of those, 155 recipients clicked through to the dashboard, validating the campaign’s targeted outreach.
Enhanced Engagement by Topic: Notable increases in engagement time per topic included:
Food Insecurity: 151.65% increase in time spent
Income and Employment: 166.9% increase
Housing and Transportation: 64.24% increase
