Yamhill Community Care Organization is the state-contracted CCO for Yamhill County, and for parts of three counties adjacent. Their purpose is to provide wraparound services for everyone in their service area, including English- and Spanish-speaking audiences, as well as rural and lower-income communities. In addition to covering members of Oregon Health Plan, YCCO is the backbone for Yamhill Early Learning Hub, and a resource for many other health services, as well.

Deliverables

  • Strategy

  • Content

  • Marketing

  • Marketing Tools

Challenge

Most people don’t know what CCOs do. This lack of public awareness is a problem for two reasons: it limits service utilization (you can’t use a service you don’t know about) and it threatens a CCO’s ability to renew their contract with the state (it’s hard to make the case for renewal if the public is not aware of the value you deliver). To fulfill their mission and ensure their long-term success as an organization, YCCO needed a partner to help them raise regional awareness.

Social media posts increase awareness of YCCO's services

Solution

MAC has a strong track record developing comprehensive community health campaigns with six-figure budgets, from concept, to implementation, to assessment, and beyond. We conducted research, defined metrics and goals, and determined marketing spend. We then developed strategies to reach four distinct rural audiences—people in need of services, providers, community partners, and the business community—with messaging and visuals uniquely tailored to each, yet encompassed by a unifying brand.

 

To expand public perception of the scope of YCCO’s service offerings, we developed the concept “health and _________”. With this approach, healthcare became health and care, but also health and families, health and education, etc. With specific, quarterly awareness goals defined for each audience, we tied all campaigns into an overarching purpose and theme.

Spanish and English bus display ads increase accessibility for a diverse audience

Deliverables

  • Discovery findings and recommendations, including community awareness survey development
  • Campaign concept development, planning, and management across multiple channels targeting numerous audience groups
  • Facebook and Instagram ad design and management
  • Outdoor advertising design and placement
  • Radio scripts and display ads for Spotify and Pandora
  • OPB radio sponsorship
  • Vehicle wrap design
  • Direct mail design, printing, and management
  • Posters, flyers, and other print collateral design
  • Email marketing and landing page development
  • Website planning, design, and development

A wide variety of marketing and promotional materials were created, from car wraps to postcards

Takeaway

Within the first year, MAC generated over 1M billboard impressions throughout YCCO’s rural service area, as well as 300K social media impressions and 500K radio impressions, implementing multiple unique, yet unified campaigns tailored to separate audiences. These ongoing efforts are empowering YCCO to raise public awareness, expand service utilization, and achieve its mission.

Billboards generated over 1M impressions to spread awareness of YCCO's services within rural communities across Yamhill County

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