Digital Consumer Awareness Campaign
CHALLENGE
With less than four weeks until launch, Connect2Compete engaged BRG Communications to create a massive nationwide media campaign, “EveryoneOn,” that would increase awareness about the need for digital literacy and drive unconnected Americans to take advantage of program offers, including free digital skills training.
SOLUTION
Develop a comprehensive action plan to raise awareness about the campaign and to reach target audiences, many of who are not online.
Program components:
– Create synergy among many partner organizations involved in the program to ensure consistency of message
– Utilize research to outline the issue of digital literacy and showcase the need for all Americans to get online
– Develop and execute a comprehensive national and local media outreach program that raises awareness about the digital divide and available resources to move people past the challenges of digital literacy
RESULTS
As a direct result of the campaign efforts, within one month, more than 75,000 people visited the campaign site, EveryoneOn.org. An additional 550 people used a provided 1-800 number and text for information options to learn more about digital training skills in their local area. Additionally, more than 110,000 people visited Connect2Compete.org for more information about programs offering low-cost Internet, and affordable computers in their local area.
Overall, 100% of media coverage included one or more campaign messages regarding the importance of digital literacy. The campaign efforts generated mass visibility of the program with high profile national placements including the New York Times, the Associated Press, USA Today, NBC News, ABC News and Yahoo! News, and key education trade placements, such as, Education Week, eSchool News, Tech & Learning and the Mindshift KQED (NPR) blog.