California Community Health Project

Our Shared
Challenge

As part of the emergency response to COVID-19, the State of California Department of Social Services (CDSS) was tasked with reaching vulnerable communities with information to protect their health and to get vaccinated. For this campaign, CDSS sought to engage community-based organizations across the state to act as trusted messengers and deliver this information to the highest risk communities.SVM was contracted to provide onboarding and technical training for more than 119 CBO partners, in addition to building and maintaining the infrastructure for both CBO reporting and campaign collateral.

Results


82K


Vaccine appointments

254K


Vaccine referrals

1.6K+


Custom assets available

What
we did


  • Facilitated collaboration among 119 CBO partners to increase reach in geographic and demographic communities disproportionately impacted by COVID-19
  • Led a multi-day technical onboarding for CBOs and partners participating in campaign
  • Trained CBOs and partners on the campaign’s custom digital platform (CORD), which housed weekly outreach reporting, custom outreach materials, reported activity data and trends, and campaign resources
  • Provided ongoing technical support for CBO partners, including weekly office hour sessions, a ticketing system, and 1:1 sessions to improve tech literacy 
  • Developed and maintained a custom digital solution for searching, filtering, and easily downloading hundreds of campaign assets across 32 languages
  • Coordinated across multiple state agencies, funding agents, media partners, and related campaigns to maintain consistent messaging and seamless execution
  • Established campaign-wide reporting processes and facilitated the evaluation of data in real-time on an ongoing basis throughout the campaign

California Workplace Outreach Project

Our Shared
Challenge

As part of the emergency response to COVID-19, The Labor and Workforce Development Agency (LWDA) was tasked with slowing the spread of COVID-19 in high-risk industries across California. LWDA launched a campaign to educate both workers and employers on California health and safety protocols and workers’ rights related to paid sick leave. This campaign sought to engage community-based organizations across the state to act as trusted messengers and deliver this information directly to their communities.SVM’s role was to develop the technical and strategic infrastructure to mobilize a vast network of community-based organizations and reach California’s most impacted workers and employers with local, trusted voices.

Results


547K


people reached through community outreach

346K


people reached with one-way outreach

13K


downloads of custom campaign collateral

What
we did


  • Mobilized 62 contracted CBOs to conduct outreach to workers and employers in higher-risk industries across 6 regions of CA and in 30+ languages
  • Supported the development, planning, and training for the CORD platform, which imported real-time COVID, demographic, and employee data from across the state to inform regional targeting strategies and facilitate CBO reporting and evaluation. This platform is now being leveraged by multiple CA state agencies to support community outreach planning and campaign execution.
  • Provided overall administrative campaign management, oversaw execution, and acted as conduit between multiple state departments, media agencies, and the CBO network
  • Devised a ‘Regional Lead’ structure for the campaign (empowering 12 organizations to manage 9 regional coalitions of CBO partners across the state) and met weekly to analyze regional gaps and strategize on data-informed, hyperlocal outreach tactics
  • Developed a collaborative structure to gather local CBO insights and inform the earned and paid media strategies
  • Collected and analyzed real-time data to inform individual CBO campaign strategy at the neighborhood level and track trends in outreach tactics and community sentiment
  • Provided ongoing marketing support and training to increase CBO capacity and long term skill sets, optimize campaign performance, and reduce day-to-day resource burden

Ladders for Leaders

Our Shared
Challenge

The Mayor’s Office of Domestic Violence (OCDV) designed a campaign to highlight the complexities of domestic violence and be more representative of all relationships that are impacted.

The goal of the campaign was to increase the number of people getting help from local support centers, the support hotline, and a newly launched online portal that housed connections to support. Due to the sensitivity of this issue, OCDV saw an opportunity to work with community-based organizations to more effectively reach specific communities with the message.

They wanted to introduce both a digital and grassroots component to the campaign since it was initially launched with mostly traditional media (i.e billboards, subway ads, taxi TV) and did not deeply integrate local groups.

In 2018, SVM was hired to launch a partner-led digital outreach campaign to connect survivors of domestic violence with support offered by NYC.

Results


211


Registration Submissions

11


Features in Progress

460%


Increase in Web Traffic

5267


Increase in Unique Page Views

What
we did


  • SVM worked hand-in-hand with CYE’s network of city agency and community partners to coordinate an outreach campaign targeting 7 NYC industries.
  • Numerous employer stories were captured, each resonating with a specific industry.
  • Additionally, SVM managed a PR outreach strategy, securing coverage by the Wall Street Journal, Politico, Real Estate Weekly, Metro, and the Daily News to name a few.
  • SVM re-designed the CYE website and registration page, enhancing the user experience.
  • SVM launched a 3-month digitally-led outreach campaign — leveraging both organic and paid social –through the outreach channels of CYE’s partners.

‘We Understand’ Campaign

Our Shared
Challenge

The Mayor’s Office of Domestic Violence (OCDV) designed a campaign to highlight the complexities of domestic violence and be more representative of all relationships that are impacted.

The goal of the campaign was to increase the number of people getting help from local support centers, the support hotline, and a newly launched online portal that housed connections to support. Due to the sensitivity of this issue, OCDV saw an opportunity to work with community-based organizations to more effectively reach specific communities with the message.

They wanted to introduce both a digital and grassroots component to the campaign since it was initially launched with mostly traditional media (i.e billboards, subway ads, taxi TV) and did not deeply integrate local groups.

In 2018, SVM was hired to launch a partner-led digital outreach campaign to connect survivors of domestic violence with support offered by NYC.

Results


6,661


Clicks to the NYCHope

50k


Video Views

1,306


Avg Site Visits Per Week

1,435


Avg Hotline Calls Per Week

What
we did


  • SVM collaborated with OCDV’s network of city agency and community-based partners to coordinate an outreach campaign targeting 7 verticals.
  • SVM managed a concentrated 3-week campaign with each partner that utilized their existing distribution channels as well as paid social.
  • SVM worked with 16 different organizations to design social posts and emails that would uniquely resonate with each community.
  • Also, SVM managed OCDV’s social channels for an organic 6- week campaign.

Mayoral Industry Partnerships

Our Shared
Challenge

In 2019, the NYC Workforce Development Corporation (WDC) sought support for a year-long communications strategy on behalf of their three Mayoral Industry Partnerships (IPs): Tech Talent Pipeline (TTP), Manufacturing and Industrial Innovation Council (MaiiC), and New York Alliance for Careers in Healthcare (NYACH).

WDC hired SVM to engage industry-specific communities in the launch, engagement, and/or strategic development of individual campaigns with the goal of supporting local employers and job seekers.

Results


8


TTP AE Commitments

50


MaiiC Advisory Board Sign Ups

208


TTP AE Roundtable Registrants

500


New users driven to the website in first month of launch

What
we did


  • Since each IP offers a broad number of programs and services, we started by prioritizing which scaled programs could drive the most significant impact. We then built strategies around those prioritized programs/initiatives and leveraged their partners, PR and paid media to drive employer engagement.
  • For MaiiC, SVM built a website, hosted focus groups, supported the launch of the advisory board, and developed the communications strategy for their Covid-19 response.
  • For TTP, SVM led the strategic planning process that resulted in a clarification of overall messaging, a new website, and multiple campaigns with industry partners driving towards key outcomes.
  • SVM also led NYACH’s strategic planning process and communications plan including the designing of industry briefs, leading of focus groups, and redesigning of the website.

Best for NYC Launch

Our Shared
Challenge

In 2016, The NYC Economic Development Corporation launched ‘Best for NYC’, a social program focused on promoting responsible business practices among small business owners. The campaign sought to engage NYC employers in a 45-minute online assessment, which qualified the businesses for the ‘ Best for NYC’ challenge.

Prior to SVM being engaged, the program had driven 500 employers to the challenge over the course of 12-months. Shared Value Media was hired with the goal to double that number in six weeks.

Results


600


New Businesses Participating In “Best For NYC” Over The Course Of 6 Weeks

1275


Clicks To “Best For NYC” Assessment From Partner Outreach

9740


Interactions With Facebook Ads

448


Clicks To”Best For NYC” Assessment Using SEM

What
we did


  • SVM created partnership agreements with both new and existing EDC partners to target receptive communities: sustainable food community, social impact community, South Bronx, etc.
  • Customized creative was developed in the voice of each partner, communicating the value of the program to their communities.
  • Local incentives were developed in partnership with these community-based organizations to make the call-to-action more compelling at a local level.
  • An organic and paid social campaign was launched through the outreach channels of this network of partners.

Best for NYC: Job Quality Focus

Our Shared
Challenge

Best for NYC, an initiative of the Mayor’s Office of Workforce Development, was headed into its third year and looking to reimagine their program in order to drive businesses to make measurable, specific job quality improvements.

In 2018, SVM was hired to develop and manage the strategic communications to drive businesses to sign up for programs that would help them increase job quality for NYC workers.

In addition, SVM was tasked with coordinating the network of city and community based partners and integrating them into the initiative.

Results


250


Businesses Referred to Support Programs

3637


Website Page Views during Campaign to date

442


Highest Pages View in a Day

02:19


Avg Time on website during campaign to date

What
we did


  • Created partnerships with city agencies and community based orgs offering programs around the four focus business improvement areas: financial empowerment, volunteering, training, and open hiring.
  • Built a referral page that aggregated local services that help businesses improve job quality. This made it easy for businesses to indicate interest in multiple programs and be instantly introduced via email.
  • Created custom content for partners to share with their communities that allowed them to:
    • Celebrated business that already completed a program and could be recognized by Best for NYC.
    • Invited businesses in their network to take advantage of the wide range of support programs through Best for NYC.
  • Developed an email strategy for driving the existing Best for NYC community of 1500 businesses to support programs by making the business case for each improvement.