Alabama Family Central is an online resource directory that helps Alabama families prosper by providing connections to the information and organizations they need. AFC makes finding education, healthcare, child services, and family resources in your local area quick and easy. They are the one-stop destination, connecting caregivers of children with hundreds of programs, tools, services, and support.
Alabama Family Central is a collaboration of state agencies and partners supporting Alabama's families with resources, services, and more to help raise healthy, happy kids. State agency partners include Departments of Child Abuse and Neglect Prevention, Early Childhood Education, Education, Human Resources, Medicaid, Mental Health, Public Health, and Rehabilitation Services/Early Intervention, with support from the Office of Information Technology.
Reasoning
Finding information and support for families is sometimes overwhelming, especially for low-income families and for families in rural areas. As a single platform for families to access services and programs, its purpose is to help families easily navigate and find links to support resources they need.
Challenges
Building awareness of the new website as a resource was crucial. Our goal was to educate parents, grandparents, and caregivers of Alabama’s children about the resources AFC can bring to their families.
Solution
The integrated statewide advertising campaign utilized targeted media types with a cohesive look and messaging. We expanded the colorful, friendly, and reassuring tone of their website and logo, and produced communications materials and original video content for broadcast and digital delivery through social media.
We also produced outdoor, radio, and developed a pay-per-click strategy that outperformed the national industry average for both CRT and CPC. Over 2,144,000 impressions were achieved by the campaign.
In addition, our strategic plan called for outreach campaigns to statewide partners leveraging community support networks that informed and encouraged the participation of nonprofits that support families to provide available information and resources through co-op partnerships.
After developing a social media action plan, Stamp created a Facebook, Twitter, and Instagram presence for the organization to promote its online resource directory connecting Alabama families to services and organizations.
Google Display Ads
In the 6 months after the organization launched the new website and social channels, we garnered over 723,000 impressions and over 26,000 engagements on their social channels and drove over 30% of their website traffic straight from their social media presence.
We also developed a public relations strategy that targeted the right media for the AFC mission, where more than half of the major news outlets picked up the story garnering thousands of dollars in earned media.
Services Delivered
- Brand Awareness
- Brand Strategy
- Broadcast Production
- Campaign Development & Management
- Content Development
- Content Marketing
- Copywriting
- Digital Marketing
- Digital Strategy
- Art Direction & Graphic Design
- Marketing Action Plan
- Marketing Strategy
- Media Planning & Management
- Pay Per Click
- Public Relations
- Social Media Audits
- Social Media Listening & Management
- Photography
- Videography
