California Public Utilities Commission (CPUC) Deaf and Disabled Telecommunications Program (DDTP) California Phones
Goal(s) of the Campaign: To increase interest in and applications for California Phones’ specialized devices for Californians with disabilities
Target Populations: Californian’s, Ages 35-64 Caregivers, Ages 65+ Persons with Disabilities
Dates: July 2018 – June 2019
Media Budget: $3,291,000.00
The Challenge: Media Solutions was awarded the contract through CPUC for the DDTP California Phones Program to use existing creative for a direct response campaign to get people to call-in or visit the program website.
Media Campaign Strategy: To target those who would benefit from the California Phones program, Caregivers and Persons with Disabilities, and direct them to call into the program or visit the website to get more information about applying for a device.
The Media Plan Specifics: Television in 6 markets, Digital (including OTT and pre-roll) statewide. We recommended flights in Southern CA and Northern CA to alternate throughout the year as not to overwhelm the call centers and stay within budget. The TV strategy included bookended :15 second commercials that ran at the beginning and end of every break to give maximum exposure and repetition. Advertisements for this campaign were in English, Spanish, Mandarin, and Cantonese.
How Communication Goals Were Reached: We provided monthly reports of the campaign to recap the media tactics used and analyze the performance of each campaign month using website and call-in analytics.
We negotiated added value for all media, including live on-air interviews to highlight upcoming events and provide an opportunity to discuss the program at length and answer questions. In addition, we secured bonus spots and bonus impressions. We tracked each schedule to ensure everything aired as ordered and delivered in full.
Year over year, we increased visitors to the website by 80%.