CASE STUDY
The
CLIENT
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.
The
CHALLENGE
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.
The
SOLUTION
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 in website visitors
%
growth in social followers
%
growth in social reach
%
growth in social engagement
Objective
Increase Website
Traffic
Average Monthly Site Visitors
Objective
Social Media Average
Post Reach
Social Media Average Post Reach
Objective
Reach more diverse
age groups
Website visitors by age
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