Gaston SAVES Case Study

Challenge

In the midst of the global pandemic, Gaston County Public information office had limited resources but needed to extend its reach to provide critical COVID-19 resources and information to high-risk populations in the county.

Using available CARES funding, they turned to us for additional marketing and communications support.

Services

[develop + design]
  • Marketing Strategy
  • Communications Plan
  • Brand Identity Development
  • Video Production
[deploy]
  • Managed Marketing Services
  • Marketing Automation
  • PR/Media Relations
  • Advertising

Solution

We developed a strategic communications campaign called Gaston SAVES (Safety, Awareness, Vital Emergency Support).

While it was initiated to address the COVID-19 crisis, the campaign was designed to be evergreen so that it could be used to provide resources in any emergency situation.

The campaign was layered with several key messages. The first of which was Mask Together, an educational push to promote mask-wearing. Once flu season started in the Fall of 2020, the marketing narratives shifted to include COVID-19 vs. flu education. In January of 2021, additional messaging and visuals, COVID Stops with Me, was layered into the campaign to educate the community on the COVID-19 vaccination.

The initial launch of Gaston SAVES included the development of a dedicated website that was built on a content management platform with marketing automation software. We also designed supporting creative marketing assets and managed the advertising buys to extend the reach.

“HAVEN has been a lifesaver for us this year, helping push the ball forward and complete some much needed projects like branding in the midst of the COVID chaos. The work on Gaston SAVES has transformed expectations for what county communications can look like, and while not all of the feedback has been positive, the metrics have pointed to just how successful this has been in connecting residents with potentially life saving information.”

Adam Gaub
Communications Director, Gaston County

Results

The Gaston SAVES website is the go-to resource for county COVID-19 information and has reduced the strain on the County’s internal resources.

Since the launch of Gaston SAVES, the website has received more than 100,000 site visits and added more than 20,500 contacts to the database. There were more than 6.1 million impressions through paid media efforts for COVID-19 education. Because the website was built using marketing automation software, the team has real-time campaign reporting (proven results) and a database of contacts that can be easily segmented by location, age, etc. allowing the county officials to quickly and efficiently disseminate critical information to the appropriate target audiences.

The flexibility of the campaign platform has proved to be a valuable resource during the ever-changing needs of communicating information during the pandemic and beyond.

6.1Million

Paid Media Impressions

20K+

Contacts Added to CRM Database

100K

Website Visits