Challenge:

The most important Immunization shot is the 4th DTaP shot and is the shot that is most often missed. Helen Thompson Media was challenged with increasing awareness of the 4th DTaP Immunization over a 13 week period in 2007 and again in 2008.  HTM had a budget of $2.5 million each year to reach the state of Texas

Solution:

Using freshened creative from previous years, HTM married secondary research (Simmons & Scarborough) with primary research conducted by the state to determine several things:

  • Ethnic budget breakout
  • Key Markets – we can reach over 85% of Texas population, over 90% of the Texas Hispanic & African American population in 6 Texas markets
  • Pinpoint priority zip codes within these markets
  • Strategy & rationale on what media outlets to use in what markets. Ultimately TV, Radio, Outdoor, Direct Mail & magazines were utilized.
Results:

Generated an overwhelming 8% increase in awareness over a 13 week period within in the 6 priority markets. In the post wave research completed by an outside vendor the DSHS utilizes, 73% of everyone interviewed recalled seeing the TV ad and what the message was about, 17% recalled seeing magazine ads and 15% recalled seeing the Outdoor. None of these numbers would be possible without the power of a strategic media mix that is designed to be bull-eye targeted to certain qualitative & quantitative factors.
 

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