Develop a kitfor the Metro Public Health Department’s Sales team to use to recruit new multi-unit housing complexes to join the smoke-free facility movement.
Educate residentsthat it’s their right to demand smoke-free living from their property manager and/or owner.
humanize the residentswho may have asthma, allergies, or small children to the property owners.
show the lifetime savingsof a smoking property vs. a non-smoking property to property owners, e.g., to turn over one smoking residence can cost an additional $15,000 per unit.
SALES MATERIALS & CONSUMER MATERIALS
PAID MEDIA PLAN
Digitally, all click through rates and video completion rates were well above industry average, signifying that our creative was compelling to consumers.
reached 60% of the target audience
On average, the Cable schedule delivered 840,000 impressions, reaching 60% of the target audience a total of 2.6 times. As part of our Cable package, Comcast provided an extra 269,196 online video impressions across the targeted Nashville DMA zones.
On average, the digital schedule delivered 1,955,879 impressions, 5,728 clicks, and posted a 0.29% click through rate (CTR) with a 70.26% video completion rate (VCR).
One month of social media support (via Facebook) reached 134,635 people with an average frequency of 14 and delivered a total of 54 new page likes and 153 post reactions (likes, shares, comments, etc.)