Driving Enrollment and Awareness: How We Helped DC Families Access WIC Services.
Client: DC Department of Health
THE CHALLENGE
The Women, Infants, and Children (WIC) program sought to increase family enrollment but faced several challenges. These included complex eligibility requirements, mandatory in-person visits, a cumbersome in-store shopping experience, and a lack of an integrated marketing and communications strategy. As a result, many families were not utilizing the services available to them.
OUR SOLUTION
We developed a scalable, data-driven, three-year marketing and communications strategy to boost WIC enrollment and help more families access essential services.
Market Research: We conducted 23 in-depth interviews with key stakeholders, including DC WIC agency leaders, local organizations, and current and former WIC participants, gathering vital insights to shape our strategy.
SWOT Analysis: We conducted a detailed SWOT analysis, transforming research insights into actionable strategies to address program challenges and leverage growth opportunities.
Marketing and Communications Strategy: We crafted a three-year scalable marketing and outreach plan designed to boost awareness, increase enrollment, and enhance program participation. Our multi-channel approach included digital advertising, social media campaigns, live community events, print collateral, and targeted outreach tactics.
RESULTS
Enrollment: Following the adoption of our marketing and outreach strategy, DC WIC saw a measurable increase in family enrollment, ensuring more families are now benefiting from this essential program
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