The State of Tennessee offers thousands of services that benefit Tennessee families. Unfortunately, overlapping messaging across six State departments and disjointed branding left Tennessee families either unaware of the services or confused on how to access them.
We began with a deep dive into both the audience and the client to pinpoint opportunities for greater efficiency in State outreach. Through focus groups and surveys with the audience, we identified their media habits and interests. Through discovery sessions with the client, we grouped the services into simple categories of health, education, development and support. Marrying the audience and client research, we created kidcentral tn, a branded cross-channel platform including a responsive website with a robust content management system, social media and email marketing. The platform content is ensured to be enriching and actionable, motivating the audience to learn more about State services. As a result, unique website visitors trend greater than 140 percent of State goals—with traffic conversions to State services trending greater than 170 percent of State goals.