SLO County Sheriff's Office
Sheriff's Family Day Event
Each year on the second Saturday of September, the San Luis Obispo County Sheriff’s Office hosts a community Family Day at Madonna Meadows Field. This event is free to the public, giving locals a chance to get up close and personal with a variety of law enforcement tools, programs and demonstrations. Helicopter viewing along with demonstrations featuring the Jaws of life, Sheriff K-9s and the bomb squad entertain children and adults alike. Free gifts, food and a raffle top off the festivities. Pretty sweet, right?
After a close working relationship with Verdin, and upon the recommendation of the Sheriff’s department, the Sheriff’s Advisory Foundation requested our help in growing the event in 2015. The goal was to reach more families and increase attendance. To do so, we created a media strategy utilizing micro-targeting for new attendees.
We did research on the Mommy Market and the best ways to target that group, and the research indicated that rather than consuming traditional media, young mothers get most of their news and entertainment online and with social networks. Thus, we decided to use Pandora and Facebook and micro-target within those platforms to stretch the budget as much as possible.
As well as advertising via Facebook and Pandora, we wrote and sent out a press release. Our story and photos were featured on the front page of the local section of the San Luis Obispo Tribune, our local newspaper. We also wrote them a radio script that they recorded and promoted on El Dorado Radio.
Our Facebook ads produced impressive results for their budget. Between August 28 – September 12, the ads reached 50,163 locals and resulted in 650 clicks, a click-through rate of 1.30%. Our Pandora results were also effective, resulting in 110,293 impressions throughout the county and 330 clicks, a .57% click-through rate. The ultimate measure of success was event attendance, and the Sheriff’s Family Day saw a 35% increase in attendance from the previous year.
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