Learn how a state representative teamed with Majority Strategies to use digital advertising to support his community and constituents through the COVID-19 pandemic.
Background
As the COVID-19 pandemic spread across Ohio, State Representative Mark Romanchuk reached out to constituents to see how he could help. Over and over again he heard from his community that small business owners, especially restaurant owners, were worried about their businesses surviving the crisis. While restaurants could no longer be open for dining in, they were allowed to carry on for takeout and delivery and needed help getting that message out.
The Plan
Thankfully, Destination Mansfield was already maintaining a list of restaurants that were open for takeout and delivery. State Rep. Romanchuk decided to promote the site with digital ads to get the word out. State Representative Romanchuk partnered with Majority Strategies to execute a digital campaign that would direct Mansfield area residents to the website to see what restaurants were staying open for business. We needed to move quickly to try to further limit the economic impact on local restaurants.
Using proprietary data and technology, Majority Strategies created an audience of frequent diners in the Mansfield area driving traffic to the restaurant page. We worked with Representative Romanchuk to quickly get the message out that Mansfield area restaurants were open for takeout and delivery.
- More than 218,000 impressions
- Generated 1,987 page views
- Created more traffic for the restaurant page than the homepage of the website itself
- Delivered thousands of ads to the right target audience, increasing awareness of the open restaurants as well as Representative Romanchuk’s efforts
- Generated earned media, getting the ad campaign and restaurants even more needed attention
After announcing the digital promotion, two additional businesses joined Representative Romanchuk in promoting the webpage, earning the thanks of the Ohio Restaurant Association and the numerous restaurants that benefitted from additional takeout and delivery orders. Representative Romanchuk’s efforts were also covered by the local media.
Visit our online Crisis Comms Center to see more examples of how elected officials and organizations are working to deliver important information and support to their targeted audiences. To get started, contact our team of state and national strategists today.