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Agency on Aging Area 4 (AAA4) is one of thirty-three area agencies on aging in California whose goal is to enrich the lives of older adults and people with disabilities through a multitude of available programs.
AAA4 received a government grant dedicated to finding seniors throughout the area who were unaware and not taking advantage of CalFresh benefits.
With this grant, AAA4’s goal was to create awareness of the program, while encouraging applications and aiding applicants throughout the entire application and approval process.
AAA4 partnered with Creative Noggin for strategy development and implementation. Our four month campaign increased AAA4’s social media engagement, and contributed to 172% higher website engagement during a key period, helping them reach and exceed their application goal.
As a CalFresh partner, AAA4 assists low-income seniors and adults with disabilities in signing up for CalFresh food dollars to give them access to free nutritious food.
Many people within the counties AAA4 serves don’t know about the program or understand the process to obtain the benefits.
While AAA4 attends senior events, many senior are isolated and don’t attend.
The AAA4 team was needed additional ways to connect with this community and provide seniors with guidance throughout the entire application and approval process.
Creative Noggin used four tactics to generate awareness with seniors and caregivers, educate key audiences, and increase sign-ups for AAA4 in all seven counties they serve:
The first element AAA4 needed was a landing page for all campaign click-throughs.
The call to action included two ways to contact the AAA4 team:
Creative Noggin created and managed a Facebook and Instagram campaign. Many of the organic posts had a call to action to call or visit the landing page. Yet, some posts were geared towards generating engagement and educating AAA4’s key audiences.
In addition to targeting seniors, some posts were created for their family members, friends and caregivers who would recommend the program.
Each month, we “boosted” a few organic posts by turning them into highly-targeted ads.
Our goal was to boost the posts that linked to the landing page so we could increase awareness, educate seniors and their family members, and increase sign-ups for the program.
We also wrote and distributed a press release about AAA4 and the CalFresh program. This led to a segment on top-rated local Sacramento TV channel KCRA. Our client had the opportunity to talk about the initiative, who the program is for, and what they provide, reaching an estimated 600,000 households in the counties served by AAA4.
During this four-month period, social media engagement increased including a 39% increase in Facebook page followers and a 20% increase in Instagram followers. Organic engagement increased 141% on Facebook, and the new Instagram account and boosted posts added additional engagement across AAA4 accounts.
While AAA4’s website traffic tends to be steady throughout the year, this campaign ran during the holidays which is a very important time for in-need seniors.
Compared to the same period the prior year, website users increased 172%.
Overall, there were form submissions on the landing page alone reached AAA4’s goal, plus they saw an increase in general website form submissions and calls about the program more than doubled. The AAA4 team exceeded their application goal through the help of this campaign. Best of all, a larger number of vulnerable seniors in the Sacramento region are now getting access to much needed nutrition.
Creative Noggin made all the difference for us. Thanks to their efforts, we achieved a remarkable increase in awareness and signups. They are highly enthusiastic, professional, and responsive. I wholeheartedly recommend working with Creative Noggin for marketing and public relations!
JULIE BECKNER | Communications Specialist, Agency on Aging Area 4
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Creative Noggin is a woman-owned branding, marketing and advertising agency with offices in Sacramento, California and San Antonio, Texas serving purpose-driven clients, that are primarily social impact organizations, across the U.S.A. and internationally.
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Creative Noggin is a woman-owned branding, marketing and advertising agency with offices in Sacramento, California and San Antonio, Texas serving purpose-driven clients, that are primarily social impact organizations, across the U.S.A. and internationally.
Get industry news–as well as our branding and marketing insights–delivered straight to your inbox.