Catalpha Helps VASAP Inform the Public of the Services to Domestic Violence and Rape Victims
Marketing for non profit to boost awareness through cable TV, radio, outdoor and transit advertising.
Catalpha was faced with the challenge to develop a marketing plan and materials to create and expand awareness within Montgomery County of the services available from VASAP, educate the public about Domestic Violence, as well as do outreach to victims and their batterers. Budget averaged $20,000 per year.
Strategy
Research indicated radio and cable were the most effective mediums to reach our audience for the limited annual budget. We wrote and produced a TV and radio campaign with a limited budget. Support radio and cable exposure with transit and newspaper.
Project Elements
- Market Research
- Media Planning & Placement
- Creative Development of Campaign Pieces
- Radio
- Cable TV
- Transit Posters
- TV/Radio Script, Editing & Production for English & Spanish
We tested transit advertising the first year and found it ineffective. In the following years we shifted the funds allocated to transit advertising to radio and cable. Our outreach efforts expanded to include the Hispanic population through Spanish translations of radio and TV spots.
Results
Increased public awareness of VASAP’s services and existence of domestic violence and rape in Montgomery County. Instrumental in continuing outreach efforts to victims and batterers.
