Pennyrile District Health Department
The Pennyrile District Health Department serves the public in six Western Kentucky counties, providing immunizations, WIC resources, assistance for new parents, and general information on health and wellness for all the citizens in their region. They are a valuable resource for health related issues all communities face, such as harm reduction programs, substance abuse programs, as well as education focused on the prevention of infections and disease.
The Challenge
The Pennyrile District Health Department met with Britana in 2022 in need of a website update to improve their digital image. After a lengthy discussion, representatives for P.D.H.D. realized that the goals they sought to achieve weren’t going to be solved by a new website alone. So a larger, ongoing project was needed to help boost the presence of P.D.H.D. in the public eye and increase the number of community members they served.
Additionally, P.D.H.D. wanted to focus specifically on the HANDS Program, a free program offered by the health department that helps young parents prepare for parenthood.
The Solution
The Innovations team developed a multi-phased marketing and brand strategy aimed to tighten their brand internally with a logo upgrade and a dedicated brand standards guide. We then applied those guidelines and created a modern, responsive website and updated social media channels using those standards.
After refocusing their brand identity, we launched several marketing campaigns aimed at their goals of educating the public and expanding their brand awareness. We launched a campaign focused on improving immunization distribution with video FAQs with the P.D.H.D. nurses to help build credibility and trust with the public.
In addition, we also developed multiple campaigns targeted at soon-to-be parents and those who might know those individuals in an effort to educate the community with helpful tips and the details about the programs available to them free of charge.
The Results
- Redesigned and optimized website to make it easier for community members to find information and for P.D.H.D. to track benchmarks digitally and notched 189,000 sessions, more than 3 times the population of the region.
- Created a number of seasonal immunization ads for social media that received more than 4,600 interactions on the pages.
- Brand Awareness campaign promoted in the service area grew social platforms 25% and saw program registration and immunization distribution increase.