Georgia Legal Services Program (GLSP), a 50-year-old nonprofit that provides free civil legal services for people with low incomes, asked WM to create an integrated digital campaign to increase awareness for the Insurance Marketplace where people can get healthcare benefits for a little as $10 per month. The campaign was focused on Georgia’s 47 most rural counties.

With a target of rural counties and a demographic of people of lower income, the integrated campaign focused on technology as almost all people have cell phones. In addition, social media and radio are highly used in more rural markets.

The WM team, along with Ovation Digital Marketing, created a geofencing digital campaign to reach the target demographic. The campaign also included a social media campaign across the GLSP channels (Facebook Twitter, Instagram), a radio PSA and radio ad campaign, an out-of-home (billboard) campaign, and media outreach across the state.

Over the course of  the four months, the digital geofencing campaign exceeded the national average for engagement. The billboards drove awareness and attendance at local library informational events in the rural counties. The radio campaign was targeted in the two areas that had the lowest healthcare engagement (Albany and Brunswick). Media interviews were also secured.