Nonprofit: Meals on Wheels San Diego
Challenge
No organization does more to serve our seniors than Meals on Wheels, and with a generous grant from the national organization, Meals on Wheels San Diego was able to reach out to the important Asian and Hispanic communities to encourage seniors to enroll in Meals on Wheels. For a variety of historical and cultural reasons, these two groups have been under-represented among Meals on Wheels San Diego County clients.
Solution
The Miller Group was engaged to create an outreach program to encourage calls and clicks. Based on findings from a qualitative research study conducted by The Miller Group, a bilingual campaign was launched using digital and print media. Facebook News Feeds and Google Ads Search and Display networks, both Spanish and English language were used, along with Spanish Language and Filipino newspaper insertions.
Results
The campaign generated over 76 million impressions. Meals on Wheels San Diego noted: "It has been a critical year for seniors across the country who rely on us for not only a hot meal. but a warm smile, and a wellness check". A wonderful organization serving a most deserved population. A great honor to work with Meals on Wheels San Diego.
The Miller Group
The Miller Group is a Los Angeles based, woman-owned, culturally diverse marketing/branding/ad agency founded in 1990. The award-winning marketing/branding/ad agency was founded in 1990, with a 32-year history steeped in not-for-profit marketing and brand reinvigoration. Experienced in B2C and B2B communications.
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