The Why

In light of the ongoing pandemic, the Florida Department of Agriculture and Consumer Services (FDACS) was faced with activating their summer food assistance program in record time to feed the thousands of students statewide who were suddenly not in school, but still reliant on school meals for proper nutrition.

Services

  • Crisis Communications
  • Campaign Development
  • Graphic Design
  • Landing Page Design
  • Social Media
  • Advertising Media (Search & Social)

The How

Moore worked with the FDACS Division of Food, Nutrition and Wellness to quickly launch a campaign that promoted meal sites locations to parents of school-aged children and educated them on the new rules and regulations for serving meals safely in the COVID-19 environment. With only three days to develop creative and implement a culturally sensitive campaign, Moore’s approach hinged on the following strategies:

  • Quickly develop an advertising campaign that reaches parents on the right channels, featuring creative that pops in crowded digital marketplace. The “grab and go” theme was used to avoid showing groups of kids and teens gathering to eat meals.
  • Conduct keywords and Google Trends research to determine the right COVID-19 terminology for reaching target audiences.
  • Provide concise and sensitive messaging for community management on social media.

The Results

The COVID-19 immediate response campaign ran for 4 weeks and resulted in over 3 million impressions and 238,836 site sessions. Of the site sessions, there were 75,497 site searches – indicating parents of school aged children were searching for nearby locations to ensure their children were fed.

Moore continues to work with FDACS to launch the next campaign to keep parents informed on how meal sites are evolving as the COVID-19 environment continues to shift on a state and federal level.