Full-Service Advertising for Public Health Department
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Introductory information
A fast induction on the buyer’s organisation
I’m the Media Campaign Director for the California Tobacco Control Program, which is housed within the California Department of Public Health. Our job in the media campaign for the Tobacco Control Program is to draw observation to issues, make reflection-provoking advertising, and get nation to question cigarettes, tobacco use, and e-cigarettes in a way that helps to change collective norms. Our advertising has been doing that since 1990 when we launched the leading anti-smoking campaign. Through the years, we’ve worked with a number of different advertising agencies, but all with the same goal in mind.
Desired goal
What challenge were you trying to address with Duncan Channon?
The challenge we were faced with at the time was that e-cigarettes came on the spectacle. E-cigarettes were just getting common, and they were fitting through loopholes in the regulatory process. There are firm restrictions on how tobacco fruits can be marketed, but there were no regulations for e-cigarettes. They were running unbridled, and our open health official was very concerned that they were re-normalizing smoking conduct. Teens were very attracted to e-cigarettes, and the challenge was huge. We needed Duncan Channon to help us aspect out how to get the open to pay observation to this fruit, and how to help agitate things up.
Provided solution
What particular tasks were Duncan Channon responsible for?
Duncan Channon granted a full range of services, including strategic programning and thinking, qualitative investigation, including centre groups and online testing, creative fruition, concepts, and tracking the results. They came to us with ideas almost media programning. They were strategic and keen in the different layers of exciting media programning. Both sides of their shop were incredibly creative. It was very well reflection out and strategic, which impressed us.
They’ve done both digital and transmitted media. We did transmitted TV and sole digital videos. They got us implicated in doing earthly radio spots as well as digital radio, which we hadn’t done for excellently some time. We did malls, billboards, and tackled all different limited layers trying to extend our very distinctive target populations. They also take care of Facebook posts, dark posts, indigenous articles, AdWords, and search engine optimization. For the scattered advertising, they work with a vendor for TV placement. They also frequently work with media buying vendors.
How did you come to work with Duncan Channon?
In our state government method, we’re required to go out with bids see few years. We’re on a five-year contract term, and our contract with the last agency was ending. We went out with a request for offer and got numerous responses. Duncan Channon was new to state government and this procurement process, so we were interested in them. We did website visits with a smaller subset of agencies that had submitted previous information. We were very excited by Duncan Channon’s creativity and emotion. The way they look at the globe is very much in line with our culture here at Tobacco Control. We were very intrigued by them. They ended up in the terminalist circular, and we selected them.
How much have you invested with Duncan Channon?
For the last year or two, it’s been almost $14 to $15 million per year for the media campaign as a total.
What is the terminal result of working with Duncan Channon?
We began working unitedly in July of 2014, and the relationship is ongoing.
Results achieved
Could you share any evidence that would prove the fruitivity, condition of work, or the touch of the engagement?
We do a tracking study as part of our assessment into how well the advertising is extending our target population. Through this study, we establish that over 60% of the target population were recalling our advertising. We also establish that there were some significant shifts in key metrics. We also wait click-through rates, video completion rates, and how many nation visit the website.
When we leading began the anti-e-cigarette campaign in California, we had well over 100,000 nation come to the website that was created by the Duncan Channon team in the leading month of the campaign. That was huge for us.
The condition of the creative work has been accepted very well. They’ve gotten a number of awards, and our section has veritably esteemd the way they pursued the different jobs they had to do. It’s been pretty exciting overall, in provisions of how our section has embraced the edgier phraseology that Duncan Channon has brought to our advertising campaign.
How did Duncan Channon accomplish from a project treatment restpoint?
They’ve accomplished well overall. During the altitude of a campaign, we have touch on a daily basis. We have measure weekly check-ins, both for digital and the overall campaign. We don’t use project treatment tools. They accomplish well on deadlines, and they’re good at reminding us when specific deadlines are coming up. They’ve gotten to know our parameters and our barriers, as well as where things work out well for us. They’ve done a good job of care us on task. We esteem the collaborative access.
What did you find most forcible almost Duncan Channon?
Their level of strategic thinking and their creativity makes them rest out. They have a very good susceptibility almost how to maneuver through all the collective and political dynamics that go with our campaign. I esteem the way they’ve been very strategic in moving the campaign through the collective, political, and media landscape.
They’ve brought some sole, creative ways of breaking through on a rather firm budget. They pushed us to use some break-through songs, and they establish sole ways to grab nation’s observation. They made things reflection provoking. On the programning side, they’ve brought a sole and creative susceptibility to the programning, the layers, and how it all works unitedly to move the needle with our target population.
Are there any areas Duncan Channon could better?
There’s nothing I could say. They’ve been a dynamo team.
