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Digital Marketing Project Summaries

Published: August 28, 2019

Under Using Digital Marketing to Increase Participation in the Child Support Program, OCSE awarded grants for 14 demonstration projects in September 2018. These projects are testing the effectiveness of using digital communication channels to help child support agencies reach and serve families, share program information, engage parents, and connect with people who could benefit from child support services.

This summary showcases the high level of diversity in both design and approach across these digital marketing projects. Over the two-year project period, each project must conduct at least three digital marketing interventions. Examples of planned interventions include launching social media campaigns, placing digital advertisements, and initiating two-way communication with parents using text messaging and live chats. To learn more about digital marketing, refer to the Glossary of Terms and Tools used in Digital Marketing.

These projects will further the objectives of the child support program by using digital marketing to make parents aware of how child support services may benefit their family. Each project must have an evaluation plan, and grantees are encouraged to use the Learn-Innovate-Improve model. OCSE looks forward to sharing effective approaches developed and tested through these projects with the broader child support community.

For more information, contact the Division of Program Innovation at OCSE.DPI@acf.hhs.gov.


California Department of CHild Support Services
Del Norte, Imperial, and Merced Counties

Project Title:

Reaching the Unassisted – Digital Outreach to Non-TANF Prospects

Project Summary:

This project will focus on creating digital outreach to single parents not likely to be referred through Temporary Assistance for Needy Families in Del Norte, Imperial, and Merced Counties. The participating counties have very different populations, allowing this project to test, evaluate, and refine what works best with diverse groups of unassisted single parents of minor children.

Planned Interventions:

  1. Testing messages and designs on Google, Facebook, and Twitter to raise awareness
  2. Refining design and messaging; testing behavioral vs. contextual placement for engagement in all three counties; and piloting an “influencer” campaign targeting Native American parents in Del Norte County
  3. Incorporating all learnings for final engagement campaign targeting case openings to result in best practices for a successful digital outreach

Contact:

Nicole Darracq
916-464-6827
Nicole.Darracq@dcss.ca.gov

Additional Materials:

Project Approach and Interventions (PDF)

California Department of CHild Support Services
Orange County

Project Title:

Digital Marketing Campaigns to Improve Awareness to Underserved Populations

Project Summary:

The goal of this digital marketing project is to increase public awareness of child support services to underserved families in Orange County. Orange County's Department of Child Support Services (OC CSS) will continue digital marketing efforts to target English- and Spanish-speaking single parents who don't have a child support case and are not receiving welfare. They will launch a social media campaign on several platforms including Facebook, YouTube, and Instagram. The social media campaign will focus on opening a child support case and increase awareness of child support services. The digital marketing effort will also include website and mobile app advertisements that follow the online behavior of target demographics. OC CSS will expand their Pandora and iHeart radio marketing from seven target zip codes to all of Orange County.

Planned Interventions:

  1. Pandora and iHeart Radio audio ads and banners in English and Spanish
  2. Static and video social media advertisements in English and Spanish
  3. Organic and paid search engine optimization
  4. Website and mobile app advertisements in English and Spanish following the online behavior of target demographics

Contact:

Diane Orozco
714-347-8923
DOrozco@css.ocgov.com

Additional Materials:

Project Approach and Interventions (PDF)

California Department of CHild Support Services 
SACRAMENTO COUNTY

Project Title:

Digital Outreach and Media Engagement (DOME) Project

Project Summary:

The DOME project will focus on custodial parents who do not currently have a child support case; receive non-TANF public assistance benefits; and have not initiated a child support case by either voluntary or mandatory means. Based on U.S. Census Bureau data, potentially one out of every three families in Sacramento County could use child support services. The Department of Child Support Services will test the hypothesis that an increase in digital outreach, communication, and engagement to the target audience will result in an increase of new applications for child support services.

Planned Interventions:

  1. Paid ads on Facebook and YouTube
  2. Email campaign to over 14,000 SNAP and Medicaid recipients
  3. Social media posts by partner agencies

Contact:

Alix Haik-Bruno
916-875-7315
haik-brunoa@saccounty.net

Additional Materials:

Project Approach and Interventions (PDF)

California Department of CHild Support Services
San Diego COUNTY

Project Title:

Digital Media Engagement for Spanish Speakers

Project Summary:

San Diego's Department of Child Support Services will use digital marketing to increase participation in the child support program among the Spanish-speaking population. They will create social media-based advertisements and videos targeting specific audiences by age, gender, parental status, and language preferences.

Planned Interventions:

  1. Videos, events, and posts on Facebook, YouTube, and Twitter
  2. Peachjar emails and flyers
  3. Website live chat

Contact:

Ashley Risueño
858-650-6579
ashley.risueno@sdcounty.ca.gov

Additional Materials:

Project Approach and Interventions (PDF)

Cherokee Nation Office of Child Support Services

Project Title:

Digital Marketing Interventions to Enrich Families

Project Summary:

This project will focus on retooling outreach efforts using of digital marketing interventions.

Planned Interventions:

  1. Dedicated website to promote child support content and increase awareness
  2. Digital storytelling and video public service announcements on Facebook and other local platforms
  3. Text messaging

Contact:

Kara Whitworth
918-453-5444
kara-whitworth@cherokee.org

Additional Materials:

Project Approach and Interventions (PDF)

Colorado Division of Child Support Services

Project Title:

Colorado Digital Marketing Project

Project Summary:

The project will test the effectiveness of digital marketing at increasing child support applications. Colorado's Division of Child Support Services (CO DCSS) will use the outcomes of the planned interventions to identify the most effective techniques for outreach and inform future use of digital media. CO DCSS will also expand its capacity and expertise in digital marketing. The interventions will provide valuable information on how to best serve families and reach new populations that are not aware of the services offered by CO DCSS.

Planned Interventions:

  1. Website redesign and search engine optimization  (see evaluation report)
  2. Facebook advertising and website remarketing
  3. Website remarketing and mobile geofencing

Contact:

Sabrina Montoya
303-866-3183
sabrina.montoya@state.co.us

Additional Materials:

Project Approach and Interventions (PDF)

Indiana Child Support Bureau

Project Title:

Digital Marketing Outreach

Project Summary:

The Digital Marketing Outreach project, building upon previous outreach and public awareness efforts, will test the efficacy of digital marketing to raise awareness about and engage eligible families in the Indiana child support program. The goal is to reach and serve more families, which will increase the caseload.

Planned Interventions:

  1. Improved website content
  2. Online chat
  3. Digital ads targeting rural, urban, and suburban populations

Contact:

Eric Durnil
317-409-2854
Eric.Durnil@dcs.IN.gov

Additional Materials:

Project Approach and Interventions (PDF)

Lac Courte Oreilles Tribal Child Support Program
Band of Lake Superior Chippewa Indians of Wisconsin

Project Title:

Digital Media Outreach Program

Project Summary:

Lac Courte Oreilles' Tribal Child Support Program (LCO-CSP) will design and test three marketing interventions aimed at improving two-way communication and parent participation. This project will fundamentally change and improve the way LCO-CSP approaches digital marketing and communication by bringing current and potential participants to one consolidated digital location. These interventions will make program information available at participants’ fingertips and broaden lines of communication with program staff.

Planned Interventions:

  1. Development of a new website and search engine optimization
  2. Fuel pump advertising
  3. Website redesign

Contact:

Sue Smith
715-634-8934 ext. 295
Sue.Smith@lco-nsn.gov

Additional Materials:

Project Approach and Interventions (PDF)

Michigan Department of Health and Human Services – Office of Child Support

Project Title:

Learn/Innovate/Improve Strategies for Technology and Engagement (LISTEN)

Project Summary:

The LISTEN project will develop digital marketing interventions for parents not currently served by the child support program. Using the Learn-Innovate-Improve methodology, Michigan's Office of Child Support will be able to evaluate their interventions throughout the project period and make changes or tweaks to improve the interventions.

The objectives of the LISTEN project are to increase the number of new child support cases that are not the result of a public assistance referral by 5% over the course of the project; and to increase and improve customer engagement with Michigan’s child support program.

Planned Interventions:

  1. Direct three rounds of digital ads to landing page and portal
  2. Launch three channels for ads: mobile browser/apps, Google paid search, and Facebook ads
  3. Test and refine current messaging to child support audience

Contact:

Amy Price
517-241-1655
PriceA1@michigan.gov

Additional Materials:

Project Approach and Interventions (PDF)

Minnesota Department of Human Services – Child Support Division

Project Title:

Using Digital Marketing to Increase Participation in the Child Support Program

Project Summary:

This project will target both current program participants and non-participants. Minnesota expects to change program perceptions and increase participant applications by finding solutions that offer education, build awareness, and provide program information. Minnesota's Child Support Division will partner with 12 pilot counties to get a representative sample of geography, population demographics, and caseload size to implement and support the goals of the grant.

Planned Interventions:

  1. Digital survey
  2. Targeted digital advertising
  3. Electronic child support application
  4. Text messaging

Contact:

Bruce Erickson
651-431-4466
bruce.t.erickson@state.mn.us

Additional Materials:

Project Approach and Interventions (PDF)

Texas Office of the Attorney General – Child Support Division

Project Title:

Using Digital Marketing to Increase Participation in the Child Support Program-Child Support Connect Project

Project Summary:

Texas' Office of the Attorney General-Child Support Division (OAG-CSD) seeks to increase online applications for child support services and improve engagement with parents through two-way, real-time digital communication and a targeted digital outreach campaign. OAG-CSD will build on recent parent engagement and website improvement efforts, including mobile-friendly web initiatives. When applying the Learn-Innovate-Improve model, OAG-CSD will leverage their experience with testing interventions under the Behavioral Interventions for Child Support Services demonstration grant.

Planned Interventions:

  1. Soft launch of live chat feature on website
  2. English/Spanish banner and video ad highlighting the "Apply Online" feature
  3. Expanded banner, video ad, and Chat Al Bot to respond to common questions and after-hours inquiries
  4. Statewide English/Spanish public service announcement highlighting Child Support Awareness Month, Apply Online feature, and real-time chat

Contact:

Justin Reed
512-460-6178
Justin.Reed@oag.texas.gov

Additional Materials:

Project Approach and Interventions (PDF)

Virginia Department of social services – Division of CHild Support Enforcement

Project Title:

Digital Child Support Marketing Demonstration

Project Summary:

Virginia's Division of Child Support Enforcement (DCSE) will test three successive digital marketing interventions to reach parents that could benefit from child support services. Through these interventions, they seek to prompt parents to engage in two-way communication with DCSE and to request and access DCSE services.

Planned Interventions:

  1. Website search engine optimization and paid Google search and display ads
  2. Child support specific media accounts, advertising campaign, and online application
  3. Continuing Legal Education webinar for family law attorneys, geo-targeted advertising, and podcast series

Contact:

Mariellen Keely
804-726-7923
mariellen.keely@dss.virginia.gov

Additional Materials:

Project Approach and Interventions (PDF)

Washington State Division of CHild Support

Project Title:

Using Digital Marketing to Increase Participation in the Child Support Program

Project Summary:

The goal of Washington's Division of Child Support (DCS) is to increase the number of applications from custodial parents not receiving Temporary Assistance for Needy Families. This project will modernize communication methods and increase outreach to parents. The project objective is to determine how digital marketing may help DCS reach and serve more families. Interventions will focus on digital marketing approaches and partnerships for outreach to families that could benefit from child support services, including two-way digital communication and engagement with parents. DCS anticipates that the planned marketing strategies will increase awareness of and participation in the program. DCS will partner with experienced social research firms to analyze data and evaluate progress toward outcomes.

Planned Interventions:

  1. Sponsored Facebook ads targeting parents who don't yet receive child support services
  2. Three different Peachjar emails sent to over 51,000 parents of elementary school-aged children
  3. Fee-based streaming radio and digital advertising on iHeart Radio

Contact:

Jorji Knickrehm
206-341-7180
knickjj@dshs.wa.gov

Additional Materials:

Project Approach and Interventions (PDF)

Wyoming Department of Family Services Child Support Program

Project Title:

Changing the Way Child Support is Viewed in Wyoming

Project Summary:

This project will expand on outreach activities already in place and explore digital marketing methods previously out of reach. Additionally, Wyoming's Child Support Program (CSP) will use this project to increase collaboration with the Wyoming State Bar by directing education toward private attorneys and making CSP into a referral source for attorneys. The primary objectives of this project are to further educate on the services CSP provides and promote a positive image; enhance partner outreach to ensure citizens are reached and served effectively; and increase the number of new applications, thereby increasing the caseload.

Planned Interventions:

  1. Website redesign and search engine optimization
  2. Digital outreach and marketing via geo-fencing and LinkedIn targeted toward family law attorneys
  3. Videos and advertising on streaming and social media services such as Sling TV, Hulu, Yelp, YouTube, and Facebook

Contact:

Kristie Arneson
307-777-6031
kristie.arneson@wyo.gov

Additional Materials:

Project Approach and Interventions (PDF)

Last Reviewed: June 29, 2020

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