Bettering Lives With A Broad Reach On A Short Timeline

Challenge

The HHSC Independent Living Services (ILS) program facilitates the delivery of assistive services to individuals with significant disabilities to help them achieve greater independence in their homes and communities. Since 2016, all IL services have been outsourced to Centers for Independent Living (CILs) statewide. However, as small nonprofits, CILs struggle with outreach and need support to reach those who need them most.

Our Assignment

Steel was tasked with five campaign goals:

1. Increase awareness of Center for Independent Living (CIL) services
2. Increase referrals to CIL services
3. Increase the number of people served by CILs
4. Increase the number of successful case closures
5. Educate the community on CIL services

The campaign covered the entire state of Texas and had to be executed in both English and Spanish, and the timeline was mere months for planning and execution.

Here’s How We Did It

By leveraging our knowledge in health and government outreach, Steel was able to move quickly. Even before the start of work, Steel’s Government Bonus Program would provide media bonus commitments totaling more than $225,000. On a compressed timeline, we executed onboarding and discovery, created a detailed work plan and master schedule, developed digital audience targeting options for numerous subsegments, prepared a media strategy, negotiated steep rate discounts, placed media, and trafficked creative.

For the campaign, we used both traditional and digital media, including broadcast TV, radio PSAs, paid ads on Facebook and Instagram, and specialty ads on medical waiting room TVs. With media running, we optimized weekly and created monthly performance reports for stakeholders.