Marketing Campaign

About the Program

Category: Human Services (Best in Category)

Year: 2022

Facing the challenge of decreasing caseloads statewide and in the local area, the San Bernardino County Department of Child Support Services (SBDCSS) conducted research, via listening sessions, customer surveys, Census Bureau data, and internal data analytics, and determined there wasn’t a clear understanding of the services offered by SBDCSS. Furthermore, the research revealed there were opportunities to connect with underserved areas within the community. SBDCSS took a proactive approach in looking for ways to increase customer engagement and outreach to potential customers. The SBDCSS Marketing Workgroup developed a Marketing Campaign geared toward promoting services to existing customers and creating awareness of the Child Support Program to potential customers. Using a three-pronged approach, SBDCSS created a slogan to rebrand the organization, utilized social media and community partners to educate the community, and targeted underserved areas through outreach efforts. The initial data review for the 3rd quarter of 2021, shows an increase of 25.72% in new case openings and an increase of 19.54% in case opening applications. The enhanced social media presence has resulted in an increase of followers across various platforms, including 700 new Spanish Speaking followers on Facebook and an increase of over 346K new website visitors per Google analytics.