ACE Resource Network / NumberStory.org

Together In Healing

Together In Healing

Campaign Strategy, Content Marketing Plan, Visual Design, Copywriting, Social Media Management, Landing Page Optimization, SEO Optimization, Influencer Marketing, Event Coordination, Press Release Writing/Distribution, Media Relations, PSA Production, Ad Management

4+ Billion

Impressions

223K

Click-Throughs

Overview

The “Together In Healing” campaign was a crucial initiative aimed at raising awareness and providing support for individuals affected by childhood trauma within the Hispanic community in Sacramento County, California. Initially, our role was to develop a social media strategy, but as the project evolved, so did our involvement. We soon found ourselves managing the entire marketing campaign, which required us to redesign the original concept developed by a previous agency. Our team worked closely with existing partners while also bringing in our own trusted connections to ensure the campaign’s success.

Explore Your Story

Explore Your Story

The Challenge

The project began with the need to rethink the campaign’s original concept, which lacked resonance with the target audience. We undertook a comprehensive redesign, focusing on cultural relevance, community impact, and effective communication. Our efforts required close collaboration with the client’s contracted website developers, SEO specialists, and Google advertising professionals. Simultaneously, we brought in our own network for out-of-home (OOH) distribution, digital advertising, and PSA production, ensuring a seamless and impactful campaign.

Social Media Strategy

Initially, we were tasked with creating a social media strategy, but it quickly became clear that a more comprehensive approach was needed. Our role expanded to full social media management, content creation, influencer partnerships, and overall campaign management. We focused on developing culturally relevant content that would resonate with the Hispanic community in Sacramento.

Audience & Community Research

Through extensive community research in Sacramento, we identified Hispanic Moms (ages 28-43) as the primary audience, with Hispanic adults (ages 18-39) as a secondary target. This research was critical in shaping the creative materials, ensuring they were both impactful and culturally sensitive.

Collaborative & Strategic Partnerships

We worked closely with the client’s existing partners, including website developers, SEO specialists, and Google advertising experts, to ensure all campaign elements were cohesive and effective. At the same time, we leveraged our own network for OOH distribution, digital advertising, and PSA production, bringing in experts who understood the campaign’s goals and the community it aimed to serve.

PSA

Creative Material Development

Guided by our community research, we developed a comprehensive set of creative materials, including digital content, OOH advertisements, PSA campaigns, and social media assets. These materials were designed to reflect the resilience and strength of the Hispanic community, emphasizing the campaign’s message of healing and support.

Dual-Language Content & Landing Pages

To maximize accessibility, we created dual-language content across all platforms. We also collaborated with the client and their website developers to create and optimize landing pages in both English and Spanish, ensuring they were user-friendly and effective on both desktop and mobile platforms.

Influencer Marketing & Event Coordination

We expanded the campaign’s reach through strategic influencer partnerships, coordinating Instagram Live sessions, video campaigns, and the “Coffee con Conchas” influencer event. This event brought together community members and influencers to discuss childhood trauma and healing, creating a significant impact.

Cafe Con Conchas

Event Success

The “Coffee con Conchas” event was a standout success, with 39 RSVPs, 27 attendees, and generating 551,000 social media impressions. This event not only engaged the community but also provided a platform for meaningful conversations about trauma and healing.

Build Hope & Create Joy

Build Hope & Create Joy

Exceeding Expectations

The “Together In Healing” campaign far surpassed its initial goals, achieving over 4 billion impressions across all platforms—well beyond the original target of 500 million impressions. The campaign’s content and outreach resonated strongly with the community, driving over 223,743 click-throughs to the landing pages, surpassing the target goal of 200,000.

Together In Healing

Was more than just a marketing initiative—it was a comprehensive effort to support a community in need. By redesigning the campaign concept, collaborating with both the client’s existing partners and our own trusted connections, and delivering culturally relevant content, we were able to create a campaign that not only met but exceeded its goals. The success of this campaign highlights the importance of understanding and connecting with the audience, ensuring that the message of healing reached those who needed it most.