Launching Delaware County’s First Health Department
Maven, in conjunction with Mendoza Group, launches the region's first health department with a proactive media campaign.
Launching a New Health Department
Delaware County was the only county in the Philadelphia metropolitan area – and most populous county in the state – without a designated health department. COVID-19 exposed how critical it is for Delaware County to have the hyperlocal health data and resources that a health department provides. After years of planning and discussion, it was decided that the a new Delaware County Health Department would launch in 2022.
To succeed, Delaware County residents needed to understand the benefits a health department would provide, while being educated on what services and resources would be made available. The Health Department would also have to build trust with residents, while overcoming any misgivings communities had about cost and need. (We’ve operated this long without a Health Department, why now?) Maven was enlisted, in conjunction with Mendoza Group, to raise awareness, showcase how the department would support residents, and deepen the public’s understanding of what the Delaware County Health Department would provide.
Maven kicked-off the two-pronged project by interviewing all community and public health stakeholders, compiling health research, and creating key messages and Q&A’s to address community concerns. We then launched a proactive local media campaign to spread awareness, position the department’s subject matter experts and introduce the County’s first Health Department director.
MEDIA PLACEMENT RESULTS:
Over the course of four months, Maven secured 42 media placements for the Delaware County Health Department including feature coverage by 6abc, cbs3, Fox 29, Daily Times, Delaware Valley Journal Podcast, kyw newsradio, Main Line Today, NBC10, Philadelphia Business Journal, and WHYY.
KEY MESSAGE IMPACT
The key messages helped the spokespeople maintain a consistent voice across all interviews. Our 5 key messages were included across all media placements, with our top message (local/reliable) dominating 88% of all coverage.
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