Public Health Awareness - Facebook - Knowtion, Inc. (844) 360-7360 %

The Ask:

Lake County Health District was looking for a nimble and cost-sensitive marketing partner to communicate effectively with Lake County residents regarding COVID-19. The goals were to rapidly increase awareness related to reduction of transmission and available resources in the community while increasing visibility of LCGHD’s resources (main website, Facebook page, Motivate Lake County site).

Knowtion’s Response:

Knowtion rapidly assembled a team to address the need by:

Creating and delivering highly targeted ads via Facebook to Lake County residents
- Creating custom messaging and ad copy
- Sourcing royalty-free images that were designed to capture audience attention per demographic
- Creating unique calls to action to drive residents to the appropriate knowledge resources and contact points
- Working with 3^rd party (hChoices) to tune/prepare landing pages on Motivate Lake County
- Working with 3^rd party (hChoices) to ready platform and enable email newsletter sign-ups

Audience Segments and ads were defined as follows:

Demographic	Messaging	Population Identified and Targeted via Faceboook
Businesses Owners	Coronavirus: learn how to help keep our Lake County workforce healthy with these tips for businesses.	4.6k
Business Owners, Managers, Executives	Coronavirus: learn how to help keep your environment safe for customers and patrons with these tips for Lake County businesses.	4.6k
Seniors	Coronavirus: as an elderly person in Lake County, please take the time to learn how to avoid getting infected.	32k aged 60+
Healthy Population	Coronavirus: tips for Lake County residents to help avoid infection and spread of COVID-19.	110k aged 18-60
County-Wide Population	Coronavirus: tips for at-risk residents (diabetes, heart disease, lung disease) in Lake County to help avoid infection.	13k with interest in topics related to diabetes, lung-disease, heart-disease

The Results:

In the first 4 days after the launch, the targeted campaign reached 12,653 unique residents of Lake County, were seen 37,617 times, and had 2,706 link click to the resulting knowledge sources. Additionally, over 150 residents signed up to stay informed on COVID-19 updates from the health department.

We are stewards of our client spends. This activity cost the client only $285.64 of Facebook marketing dollars.

As a peripheral result, while not a target of these campaigns, activity to the Lake County General Health Department in terms of all KPIs increased exponentially.