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Compendium of Digital Marketing Grant Projects

Published: August 28, 2019

Under Using Digital Marketing to Increase Participation in the Child Support Program, OCSE awarded grants for fourteen 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 compendium 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 - Del Norte, Imperial, and Merced Counties

Grantee:

California Department of Child Support Services (CA DCSS)

Project Title:

Reaching the Unassisted – Digital Outreach to Non-TANF Prospects

Project Site:

Multiple (see Geographic Location)

Target Population:

Families who might need child support services who are not referred by the Temporary Assistance for Needy Families (TANF) program

Geographic Location:

Del Norte, Imperial, and Merced Counties

Planned Interventions:

Three Learning Cycles to Increase General Awareness, Inspire Action and Engagement, and Refine Engagement

Project Summary:

CA DCSS will launch new digital marketing content in three very distinct counties. The content will be guided by insights from CA DCSS’s brand research in 2017. This project will focus on creating digital outreach to single parents not likely to be referred through TANF in Del Norte, Imperial, and Merced Counties. The participating counties have very dissimilar populations, allowing this project to test, evaluate, and refine what works best with diverse groups of unassisted single parents of minor children.

Additional Materials:

California – Orange County

Grantee:

California Department of Child Support Services (CA DCSS)

Project Title:

Digital Marketing Campaigns to Improve Awareness to Underserved Populations

Project Site:

Orange County Child Support Services (OC CSS)

Target Population:

Underserved custodial parents

Geographic Location:

Underserved communities within Orange County, CA

Planned Interventions:

Digital Media Campaigns with Pandora and iHeart Radio

Project Summary:

The goal of this digital marketing project is to increase public awareness of child support services to underserved families in Orange County. A 2013 survey of custodial parents conducted by OC CSS revealed a need to improve communication to potential customers about child support services for families. OC CSS’s current digital marketing efforts include Facebook advertisements; ads targeting custodial parents focus on the benefits of opening a child support case, while ads targeting noncustodial parents center on the ease of making payments. Through this project, OC CSS’s digital marketing efforts will be expanded to a broader audience through visual and audio advertising using Pandora and iHeart Radio online streaming platforms.

Additional Materials:

California – Sacramento County

Grantee:

California Department of Child Support Services (CA DCSS)

Project Title:

Digital Outreach and Media Engagement (DOME) Project

Project Site:

Sacramento County Department of Child Support Services (SC DCSS)

Target Population:

Custodial parents who do not have a IV-D child support case and are receiving public assistance other than Temporary Assistance for Needy Families (TANF)

Geographic Location:

Sacramento County, CA

Planned Interventions:

Ad Services, Content Sharing, Direct Emails

Project Summary:

The DOME project will focus on custodial parents:

  • who do not currently have a IV-D child support case
  • who have been identified as single parents in Sacramento County using 2016 U.S. Census Bureau data
  • who receive non-TANF public assistance benefits
  • who 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. SC DCSS 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.

Additional Materials:

California – San Diego County

Grantee:

California Department of Child Support Services (CA DCSS)

Project Title:

Digital Media Engagement for Spanish Speakers

Project Site:

San Diego County Department of Child Support Services (SD DCSS)

Target Population:

Spanish-speaking parents

Geographic Location:

San Diego County, CA

Planned Interventions:

Social Media Marketing, Digital Flyer Campaign, Website Live Chat

Project Summary:

Decreased child support program participation in recent years has created a need for innovative marketing efforts to expand knowledge of program benefits. SD DCSS also seeks to provide a convenient, customer-centered approach to participant enrollment. The 2016 U.S. Census reports that over 24% of San Diego County residents identify Spanish as their primary language, while internal data indicates just 10% of the SD DCSS caseload identifies Spanish as their preferred language. The discrepancy between San Diego’s program-eligible Spanish-speaking population and current representation of Spanish-speaking parents in the SD DCSS caseload presents a significant opportunity for enhanced outreach and enrollment among this population. SD DCSS will use digital marketing to increase participation in the child support program among the Spanish-speaking population. SDDCSS will create social media-based advertisements and videos targeting specific audiences by age, gender, parental status, and language preferences.

Additional Materials:

Cherokee Nation

Grantee:

Cherokee Nation Office of Child Support Services (CNOCSS)

Project Title:

Digital Marketing Interventions to Enrich Families

Project Site:

Cherokee Nation Reservation

Target Population:

Native Americans

Geographic Location:

Cherokee Nation Reservation – 14 counties in Northeastern Oklahoma (Adair, Cherokee, Craig, Delaware, Mayes, McIntosh, Muskogee, Nowata, Ottawa, Rogers, Sequoyah, Tulsa, Wagoner, and Washington)

Planned Interventions:

Create Web Presence, Digital Media Campaign, and Wireless Communication

Project Summary:

CNOCSS recognizes the need to expand outreach efforts to increase caseload by raising awareness of the child support program. Current digital tools and processes for applying for child support are antiquated and not user-friendly. Additionally, parents are not able to easily obtain information about CNOCSS, preventing many parents from applying for child support services. This project will focus on retooling outreach efforts through the use of digital marketing interventions.

Additional Materials:

Colorado

Grantee:

Colorado Division of Child Support Services (CO DCSS)

Project Title:

Colorado Digital Marketing Project

Project Site:

Multiple (see Geographic Location)

Target Population:

Colorado residents who could benefit from child support services, those who search the internet using key words, and targeted Facebook users in 11 counties participating in the 2Gen Transformation Project.

Geographic Location:

Statewide Interventions and Focused Interventions in 11 counties

Planned Interventions:

Website Redevelopment and SEO, Social Media Advertising and Website Remarketing, Mobile Geofencing

Project Summary:

The project will test the effectiveness of digital marketing at increasing child support applications. 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. The project will also expand CO DCSS’s 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.

Additional Materials:

Indiana

Grantee:

Indiana Child Support Bureau (CSB)

Project Title:

Digital Marketing Outreach

Project Site:

Multiple (see Geographic Location)

Target Population:

Custodial parents who are not currently receiving child support services

Geographic Location:

One rural and one urban/suburban geographic region

Planned Interventions:

Improved Website, Search Engine Optimization (SEO), Digital Marketing Campaign, Online Chat Functionality, Texting

Project Summary:

The Indiana CSB administers the child support program in collaboration with prosecutors and clerks of court in each of Indiana’s 92 counties. CSB believes that there is a general lack of awareness about, and possibly a hesitation to engage with, the child support program among custodial parents that could benefit from child support services. 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.

Additional Materials:

Lac Courte Oreilles Band of Lake Superior Indians of Wisconsin

Grantee:

Lac Courte Oreilles Tribal Child Support Program (LCO-CSP),
Lac Courte Oreilles Band of Lake Superior Chippewa Indians of Wisconsin

Project Title:

Digital Media Outreach Program

Project Site:

Multiple (see Geographic Location)

Target Population:

Tribal Members and Other Federally Recognized Tribes

Geographic Location:

Ten Wisconsin counties – Sawyer, Ashland, Bayfield, Price, Rusk, Barron, Douglas, Dunn, Polk, Burnett

Planned Interventions:

Web Redesign, Social Media Campaign, Two-Way Communications

Project Summary:

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.

Additional Materials:

Michigan

Grantee:

Michigan Department of Health and Human Services, Office of Child Support (OCS)

Project Title:

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

Project Site:

Statewide

Target Population:

People who are eligible for, but do not currently receive, child support services

Geographic Location:

Statewide

Planned Interventions:

Create Social Media Presence, Enhance Social Media, Optimize Social Media

Project Summary:

In 2016 and 2017, Michigan teamed with a marketing firm on two digital advertising campaigns focused on (1) improving public perception of the child support program and directing parents to online resources and (2) raising awareness about the importance of paternity establishment. While both campaigns were deemed successful, OCS was not able to accurately evaluate the campaigns’ effectiveness on the total caseload or on the number of paternities established. The LISTEN project will develop additional digital marketing interventions geared toward reaching parents not currently served who could benefit from child support services. Using the Learn-Innovate-Improve methodology, OCS 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
  • To increase and improve customer engagement with Michigan’s child support program

Additional Materials:

Minnesota

Grantee:

Minnesota Department of Human Services, Child Support Division

Project Title:

Using Digital Marketing to Increase Participation in the Child Support Program

Project Site:

Multiple (see Geographic Location)

Target Population:

Parents and families who could benefit from child support services

Geographic Location:

12 pilot counties

Planned Interventions:

Targeted Digital Marketing, Electronic Child Support Services Application, and Text Messaging

Project Summary:

Mirroring national trends, the Minnesota child support program has seen a steady decline in its caseload. There are a substantial number of children not currently served that could potentially benefit from child support services. This project will target both current program participants and non-participants. By finding solutions that offer education, build awareness, and provide program information, Minnesota expects to change perceptions held by noncustodial parents. For this project, Minnesota will partner with up to 12 pilot counties to get a representative sample of geography, population demographics, and caseload size to implement and support the goals of the grant.

Additional Materials:

Texas

Grantee:

Texas Office of the Attorney General – Child Support Division (OAG-CSD)

Project Title:

Using Digital Marketing to Increase Participation in the Child Support Program – Child Support (CS) Connect Project

Project Site:

Statewide

Target Population:

Existing and potential child support customers

Geographic Location:

Statewide

Planned Interventions:

CS Live Chat Soft Launch, Digital Outreach Campaign to Promote Apply Online Feature, Digital Outreach Campaign to Promote Apply Online and CS Live, Child Support Awareness Month Campaign

Project Summary:

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. For this project, 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 (BICS) demonstration grant.

Additional Materials:

Virginia

Grantee:

Virginia Department of Social Services, Division of Child Support Enforcement (DCSE)

Project Title:

Digital Child Support Marketing Demonstration

Project Site:

Statewide

Target Population:

Parents that could benefit from child support services

Geographic Location:

Statewide

Planned Interventions:

Search Engine Optimization (SEO), Auto-reply Texting (Juvenile and Domestic Relations Courts), Auto-Reply Texting (Family Law Practices)

Project Summary:

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.

Additional Materials:

Washington

Grantee:

Washington State Division of Child Support (DCS)

Project Title:

Using Digital Marketing to Increase Participation in the Child Support Program

Project Site:

Statewide

Target Population:

Custodial parents not receiving Temporary Assistance for Needy Families (TANF)

Geographic Location:

Statewide

Planned Interventions:

Social Media, Fee-based Digital Advertising, Email Marketing

Project Summary:

DCS’s goal is to increase the number of applications from custodial parents not receiving TANF. To achieve this, 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.

Additional Materials:

Wyoming

Grantee:

Wyoming Department of Family Services Child Support Program (CSP)

Project Title:

Changing the Way Child Support Is Viewed In Wyoming

Project Site:

Statewide

Target Population:

Wyoming residents who could benefit from child support services; CSP Professional Partners (family law attorneys)

Geographic Location:

Statewide with specific geographic areas to be targeted (TBD)

Planned Interventions:

Website Redesign and Search Engine Optimization (SEO), Outreach and Marketing to Professional Partners, Videos and Advertising on Streaming Services

Project Summary:

CSP will use this project to build on outreach and marketing efforts launched in 2016 to update CSP’s image, create brand uniformity across the state, educate the public on all services, increase the caseload, and connect with partners. This project will expand on outreach activities already in place and explore digital marketing methods previously out of reach. Additionally, 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
  • Increase the number of new applications, thereby increasing the caseload

Additional Materials:

Last Reviewed: August 28, 2019

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