Case Studies

HEALTHY BABIES CAMPAIGN

The Kentucky Department of Families and Children received funds from Kentucky's Phase I Tobacco Setlement for the creation of a statewide campaign to educate Kentucky women on lifestyle choices that result in healthy babies. Research identified the target as women in their teens to early 20s, particularly those of African American or Hispanic descent. Qualitative research indicated the target was more likely to live in rural areas, were relatively light television viewers, heavy radio listeners and light print users. RPM implemented an integrated marketing campaign consisting of media (youth oriented television and cable, radio, mall displays, transit, outdoor posters, and print in African American and Hispanic newspapers), direct marketing (street marketing, tray liners at McDonald's), public relations and other marketing programs. RPM leveraged the dollars with each media to gain bonus advertising and additional publicity, nearly tripling the value of the investment. In addition, through a partnership developed with the WB affiliate in Louisville, RPM was able to secure Reba McEntire to record PSAs for the campaign.

Results from the post campaign awareness study showed:

• Post-test participants were one-and-half times more likely than pre-test participants to say they were aware of information resources on having healthy babies.
• Post-test participants were over half again as likely as Pre-test participants to say they recalled educational campaigns(s) on having healthy babies
• When asked the single most important thing women can do to have a healthy baby, respondents mentioned 1) nutrition, 2) proper prenatal care, 3-4) taking folic acid and 3-4) not smoking.

PURDUE UNIVERSITY NORTH CENTRAL

Prior to working with RPM Purdue North Central's (PNC) enrollment was stagnant. PNC hired RPM in 2003 to enhance awareness and perceptions of PNC as a 4 year university, to increase credit hours per student by 1.4 hours, and to increase the rate of retention of first year students from 60% to 70%. Research identified five target audiences, each with different media consumption patterns. RPM assited in developing an integrated marketing campaign consisting of media (cable, out-of home, newspaper and Internet), direct marketing (post card and newsletter mailing) and other programs (giveaways, sponsorships & events, campus tours, and "freshman experience" retention program). Different messages were targeted through each medium to assure effective coverage of all target audiences. With total spring 2006 enrollment up +4.6 percent and average credit hours up 2.9 percent, PNC is now the fastest growing regional campus in the Purdue system.

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