BernCo Health Initiative

Bernalillo County Behavioral Health Initiative
Scope of Work: Social Media Content Development and Social Media Advertising Placement

Siarza Social Digital (SSD) has partnered with the
Bernalillo County Behavioral Health Initiatives (BHI) to
carry build and conduct digital strategies to increase the
exposure of the BHI programs and partnerships and help
drive potential clients to the resources offered.

Research and Planning:
SiarzaSD worked with Bernalillo County Department of Behavioral Health Services staff to develop ef

cient review
paths to expedite the the multiple levels of approvals needed before content could be published. We presented
our research

ndings to BHI and made recommendations for the direction of the campaign. With the clients, we were
able to develop goals & objectives and establish key messaging tactics in addition to target audiences based on past
work and newer secondary research done by BHI.
• Generate awareness: Broaden the program visibility and reach new audiences
• Establishing key messaging and consistent tagline
• Educate audiences: Who they are, who they help, why they’re different, how programs and services can be
• Storytelling: Offer encouragement, insight and motivation through copy and creative. Create an understanding
of the importance of behavioral health to one’s overall health and wellness.
• Engagement: Offer ongoing communication and support through digital channels
• Reporting: Traditional social media and advertising analytics capturing impressions, reach, engagement and
BernCo, BHI is a current client and is early on in their campaign. Over the past several months, our team has been able
to show results that are in line with the goals set during the planning phase.
On Facebook, the client page began with 5527 monthly total engagements. In November, monthly engagement was
at 10,931, with a lifetime increase of 99.8%. Reach went from 2,977 to 8,614, increasing by 189.4%. Engagement went
from 328 to 1,112, an increase of 239%. Following went from 248 to 343, an increase of 38.3%.
On Instagram, we started the page for the client. From zero followers, we have managed to increase it to 240 in less
ve months. Following has increased by 20%, an overall increase from 200 to 240. Engagement went from 12 to
205, an overall increase of 1,608.3%.
Please note that this campaign is ongoing.