Marketing & Awareness Campaign
Help Me Grow
Serving all eight Western New York (WNY) counties, Help Me Grow WNY launched as the first New York State affiliate of Help Me Grow National Center, and is a collaboration of organizations that serve children ages 0–5 and the adults that care for them. The association approached JFG for help in driving awareness of its purpose throughout the region and getting the word out to parents of young children about the services and resources available to them.
Tactics
- Branding
- Broadcast
- Outdoor Advertising
- Meta Ads
Solution
JFG got the ball rolling with a brainstorming session to identify the highest priorities and messages from all stakeholders involved, including Western New York’s 2-1-1 service. Following this session, a new tagline — “You’re there for them. We’re here for you.” — was developed for use in all marketing materials.
A branding style guide was also produced for Help Me Grow WNY, in order to provide a standard messaging guide to drive any further in-house campaigns and ensure brand consistency. JFG then implemented an awareness campaign throughout WNY, utilizing bus cards, billboards and Meta ads. A TV spot was also written, produced and placed on Buffalo-area stations during time slots most likely to reach young parents and grandparents.
Results
Launching this new brand strategy and awareness campaign led to marked improvements and substantial growth in inquiries and requests for assistance, as more WNY families became aware of the services available.
400%
Increase in Developmental Screenings Conducted
115%
Increase in WNY Children Served
75%
Increase in Requests for Services
11%
Increase in Website Traffic