The Center for Rural Health Development – HPV Vaccination

To overcome CRHD’s unique challenges, we provided the organization with strategic services for their audiences through optimization of past campaign creative and messaging, bringing an even stronger refined campaign to life.

As always, it all started with a plan.

Solutions We Provided

• Research: Secondary Research
• Strategic Campaign Planning
• Graphic Design
• Social Media Planning
• Data Analysis and Reporting

Leveraging Research

We began with a deep dive into both primary and secondary research to discover true influences of vaccination decisions. Leveraging insights from WVU we had the opportunity to analyze:

• Focus group findings
• Concept testing on prior campaign creative
• Broader vaccine campaign performance data

Insights allowed us to identify the key barriers to HPV vaccination, including misinformation surrounding the vaccine and subsequent hesitation from a lack of trusted guidance. It also provided a window into what did resonate in the previous campaign, such as cancer prevention messaging, and provider influence. By pinpointing exactly what didn’t land, we gained critical direction on how to optimize our creativity. This led to a strategic shift in our color palette, moving away from orange based on surveyor feedback, and the intentional addition of imagery featuring both males and non-white families to improve relatability and representation.

With a strong research foundation in place, we moved into formalizing a comprehensive campaign strategy, ensuring each platform, message, and creative worked together holistically.

This included:

• Further refinement of target audiences including legal guardians of children aged 8-15 located in West Virginia, legal guardians of children aged 16-18, and young adults aged 18-26 living in West Virginia.
• Integrating newly available research to strengthen messaging, placement strategies, and creative to improve overall campaign effectiveness.
• Developing a plan for campaign timing, deliverables, and outlining goals
• Collaborating closely with CRHD through strategic planning sessions to align on goals, messaging, and campaign execution.

To ensure campaign effectiveness, we implemented a structured approach to tracking performance. In addition, LMC provided a robust campaign report at the end of the campaign.

This included:

• Monitoring paid and organic social media performance through Rival IQ and Meta Business insights.
• Tracking user behavior from social platforms to the HPV landing page, including page views.
• Providing comprehensive reporting to the client, translating data into actionable insights.

Strategy and creative established, we developed an intentional social media plan to effectively reach and engage target audiences where they were most active.

This included:

• Developing a comprehensive social media content calendar aligned with campaign timing.
• Planning a balanced content mix of organic and paid to ensure reach and engagement goals were met.
• Prioritizing Facebook as the primary platform for execution based on audience behavior and campaign goals.

With strategy in place, we translated insights and began revamping creative for the social media campaign to build awareness for our target audiences.

This included:

• Developing both static and animated graphics optimized for social platform performance.
• Tailoring imagery to incorporate healthcare providers, males, and non-white families to show diverse representation to increase relatability and credibility among target audiences.
• Utilizing a blue color palette to evoke trust and align with research findings.