At this point, the program brought in the Granicus Experience Group (GXG) – Granicus’ in-house team of digital strategists, analysts, communicators, and Granicus technology experts – to design an audience capture strategy and an outreach program. The initial phase included campaigns to build general awareness among a broad audience through two messages sent monthly, followed by the introduction of a welcome campaign to orient new subscribers with the HVMP mission and values.
Next, the GXG team created a series of messaging campaigns that would build the program’s brand awareness and bring in new audience members. The desired impact in the first year (2017-2018) of the program was to get at least 300 no-cost accepted applications, which they successfully hit.
“We didn’t have the budget for a big advertising campaign with billboards or television spots,” said Smith, “We had an on-the-ground strategy in each state, and the Granicus Experience Group (GXG) was critical in helping us expand our audience and awareness at the level we needed.”
The second year of partnership with GXG (2018-2019) saw increased program sophistication including research on the program’s audience members and the further development of audience segmentation with tailored calls to action which more effectively drove applications.
By the third year of partnership (2019-2020) with GXG, the program saw a dramatic increase in audience members – from 450,000 to over 3.6 million email recipients. By connecting the HVMP program application system to govDelivery – Granicus’ email, text and social platform – the GXG team was able to create audience segments based on application status and other demographics (location, employer size, and more).
With more audience segments, the GXG team was able to set up more targeted and personalized email bulletins – driving more employers to apply for the program and increase paid applications as well. When the program reached its third year, it had 15 different audience segments (up from just one in the first year).