Driving Health Awareness with the West Hartford-Bloomfield Health District

The West Hartford-Bloomfield Health District provides vital public health services to West Hartford and Bloomfield residents. To increase community awareness and engagement regarding vaccination offerings and general health services, the district partnered with New Park Creative. The goal was to enhance its outreach to a diverse audience, encourage active participation, and increase awareness of its health programs, focusing on the following goals:

1. Drive awareness of the health district with clear and specific focus on its immunization offerings. This includes removing barriers to critical information, creating clear value propositions, and activities to foster trust within new and nuanced audiences.
2. Generate vaccination inquiries and foster engagement with prospective patients through educational content, creating increased exposure to clinic events and service offerings.
3. Leverage existing patients and community partners as ambassadors for the health district’s offerings, partnering with known allies to increase reach and encouraging repeat appointments for individuals and families.

New Park Creative began with a comprehensive consultation to understand the health district’s objectives. This phase included a digital audit and audience segmentation, utilizing geographic and demographic data to tailor marketing efforts to the specific needs of the diverse West Hartford and Bloomfield communities.

From the strategy, our teams collaborated on the execution of key activities across production, editorial calendar management, advertising, and tactical marketing.

Key components included:

• Marketing Strategy Development: Thoughtful discovery, research, and planning for a multi-channel, multi-cultural campaign.
• Brand Identity Design: Updating the visual elements such as color palettes, logos, and typography.
• Customized Landing Page: Focused on education and conversions.
• Social Media Campaigns: A mix of paid and organic strategies.
• Paid Advertising: Efficient use of media budget across various platforms.
• Content Strategy: Including image and video creation and flyers.
• Web & Digital Experience: Updates and expansions, including FAQs and a media kit download.
• Collaborative Partnerships: Engaging with local organizations to amplify reach.

The campaign led to substantial improvements in awareness and community interaction with the health district’s services.

• Increased Web Traffic: The newly designed landing pages experienced a significant boost in visitor numbers. This provided greater community awareness of the Health District’s programs and access to centralized information to learn about and book immunization services.
• Social Media Success: Page impressions increased by 83%, and engagement metrics rose massively, creating a much larger online community of engaged families and individuals and ensuring critical health information continues to reach and meet the needs of their diverse audience.
• Search Campaign Efficiency: Achieved a 94.62% top-of-the-page rate, enhancing visibility. This indicates a significant improvement in access for those who are actively searching for health and wellness services in and around the West Hartford and Bloomfield areas.
• Impactful Brand & Content: Collaborated to create clear and effective brand language and visuals that tell a compelling story about the West Hartford-Bloomfield Health District and its dedication to community wellness.
• Foundation for Future Success: Created a foundational content strategy and implemented tools and systems to support marketing operations, ensuring the success of the organization’s communication strategy now and in the future.

The collaboration between New Park Creative and the West Hartford-Bloomfield Health District met the immediate goals and laid a strong foundation for future public health communication. The strategic and tailored approach led to a marked increase in public engagement, illustrating New Park Creative’s commitment to delivering sustainable and effective marketing solutions.