Summary:

SiarzaSD partnered with the Bernalillo County Behavioral Health Initiative (BHI) to build and conduct digital strategies to increase the exposure of the BHI programs and partnerships and help drive potential clients to the resources offered. The Siarza team provided social media content development and advertising placement to the BHI.

Research and planning:

SiarzaSD worked with Bernalillo County Department of Behavioral Health Services staff to develop efficient review paths to expedite the multiple levels of approvals needed before content could be published. We presented our research finding to BHI and made recommendations for the direction of the campaign. With the clients, we were able to develop goals and objectives and establish key messaging tactics in addition to target audiences based on past work and newer secondary research done by BHI.

Goals:

• Broaden the program visibility and reach new audiences
• Establish key messaging and consistent tagline
• Educate audiences: Who they are, who they help, why they’re different, how programs and services can be offered
• Offer encouragement, insight and motivation through copy and creative
• Engagement: Offer ongoing communication and support through digital channels

Result:

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 percent. Reach went from 2,977 to 8,614 (a 189.4 percent increase). Engagement went from 328 to 1,112 (a 239 percent increase) and following went from 248 to 343 (a 38.3 percent increase).

On Instagram, we started the page for the client. Followers reached 240 in less than five months. Following increased from 200 to 240 (a 20 percent increase) and engagement went from 12 to 205 (a 1,608.3 percent increase).

Please note that this campaign is ongoing.