CSOS

Integrated Campaign

COMMUNITY SCHEMES OMBUD SERVICES

THE PROBLEM

Currently, there is little or low awareness of the CSOS service.

THE ASK

Develop compelling, big-idea-driven, marketing communication campaigns that will find expression across multiple channels.

OBJECTIVES

1. Create awareness
2. Build the CSOS brand
3. Maintain constant brand presence

THE CHANNELS

TV (TVC, Squeezebacks, NewsClocks), Radio (Eng & Vernac), Digital Takeovers, OOH and Social Media

Campaign Highlights

Total Impressions

The total impressions for Phase 1 – across all platforms is more than 6M. This amount accounts for the amount of the times CSOS adverts were served. The top performing were Twitter and Google. Collectively, they are responsible for 2/3 of the engagement of the campaign.

There was a good split between promoted and organic content in February and in March we were selective of the boosted content. Sticking to a weekly theme really assisted the organic engagement. February had more of a variety in terms of content distributions like the poll.

The campaign has yielded more direct messages on platforms than pre-campaign. We acknowledge the community management done by the CSOS digital.

Note: GCIS booked the media and our results are based on social media reach which was managed by Cut to Black.

Our Approach

csos case study

The Marketing Strategy

Phase 1

Getting To Know CSOS.

We’ll introduce ourselves, and explain the organisation’s purpose and the tools at our disposal. The goal of this phase is to remove the public’s suspicion and ignorance and leave the impression we are an asset.

Phase 2

Explaining How We Will Deliver.

After we’ve been properly acquainted, our Reinforcement phase shifted focus to the individual. We built communication on the prior message and explored the services CSOS has to offer. We demonstrated how we improve people’s lives through training, adjudication, information, scheme management and regulation.

Phase 3

Target Marketing.

The spotlight will shine on CSOS in action, and maintaining the public’s awareness of our work. Our intent was to prove we are delivering on the promises we made by demonstrating innovations in service, advancements in our offering and evidence of our results.

The Results

Total Impressions

This amount accounts for the amount of times CSOS adverts were served across all platforms.

Engagements

The top performing were Twitter and Google. Collectively, they are responsible for 2/3 of the engagement of the campaign.

Video Views

The top performing were Twitter and Google. Collectively, they are responsible for 2/3 of the engagement of the campaign.

Return on Investment

With a total campaign engagement rate of just over 16%.

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