Challenge
The Texas Council for Developmental Disabilities sought to increase awareness and participation in its Texas Partners in Policymaking® program among communities that had historically been underrepresented. Previous recruitment efforts showed limited participation from the South, East, and West regions of Texas, particularly among self-advocates. The Council needed a data-driven outreach campaign that would reach new audiences, improve geographic representation, and increase applications from individuals with lived experience.
23 East Group developed and managed a comprehensive statewide paid media and outreach campaign that combined strategic branding, audience research, geographic targeting, digital advertising, social media, email marketing, and public relations to expand program awareness and increase applications.
Using demographic and behavioral research, the team identified priority counties and ZIP codes with historically low participation and developed audience-specific messaging designed to resonate with prospective applicants. The campaign featured cohesive branding, a strategic messaging framework, editorial content, image carousel advertisements, short-form videos, and platform-specific creative optimized for Facebook and Instagram. Paid advertising was integrated with organic social media, email communications, and media outreach to reinforce messaging across multiple channels.
Campaign performance was continuously monitored and optimized throughout the recruitment period, allowing the team to refine creative assets, audience targeting, and media placements to maximize engagement and conversions.
Results
Services Provided
Map to show application spread of paid media campaign, resulting in applications from designated campaign areas – East and South Texas.
