Media Relations, Social Media
Industry: Nonprofit
Target markets: Seniors and people with disabilities who are eligible for Medicaid-funded home care, family members or caregivers of those requiring in-home assistance, case
managers, social workers, healthcare professionals who refer clients to self-directed care options, local and state agencies. Consumer Directed Choices (CDChoices), a New York State Fiscal Intermediary, engaged The Baker Agency as Agency of Record in January 2021 for media relations, social media, and video production services.
The Challenge
The private nonprofit organization found itself in a period of transition in early 2021. Following the appointment of a new Chief Executive Officer and the introduction of a rebranding initiative, CDChoices looked to our team to help increase their brand awareness, with the ultimate goal of expanding their consumer base.
Our Approach
We executed a media relations and social media campaign focused on educational, impactful messaging. From testimonials to consumer highlights and thought leadership articles, raising brand awareness was at the forefront of our efforts. Additionally, we were instrumental in creating a series of animated videos to support one of the organization’s largest strategic initiatives: implementing an exclusive, fully integrated website portal for consumers and their caregivers.
The Results
Our efforts resulted in 16 placements in key media outlets, generating an advertising value equivalency (AVE) of $784,140. CDChoices experienced a significant increase in social media engagement and following across all major platforms, including Facebook, Instagram, LinkedIn and Twitter. Additionally, we produced four animated videos that have collectively garnered more than 3,500 views to date on the organization’s social and digital media channels.