Client: Healthy Gloucester Collaborative

Gloucester, MA

This non-profit works with students, educators, parents, seniors, faith leaders, businesses, law enforcement, and city officials to promote a healthy community and drug free environment, through trainings, awareness campaigns, and open discussions.

Partnering with two state agencies, we advised the Collaborative on the best use of its resources to market to communities in northern Massachusetts, targeting parents with teenagers, counselors, and agencies that provide social services and addiction treatment.

Recommendations and Rationale:
Using an online ad network, we targeted the Collaborative’s geography and demographics with a low cost-per-thousand investment, running banners on top vetted national sites. We added retargeting to the mix and the life of the campaign extended to those who had visited their website. We also incorporated a local radio station that fit their exact footprint. The high frequency campaign increased awareness to a broader demographic and strengthened their online presence.

Value Added:
We negotiated an eight-minute interview on local morning radio drive time, featuring the chief of police, which is now part of their marketing tools.

The Collaborative’s mission was all-encompassing and left little time for promotion. They didn’t know where to start and greatly appreciated a professional hand to guide this advertising campaign.