CSOS
Integrated CampaignCOMMUNITY 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
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.