During the COVID-19 pandemic, the need for remote learning, telehealth access, and business promotion highlighted a lack of broadband access across the country, including in rural communities like Washington County, NY.
BLKDOG developed and implemented a public service announcement campaign for the new broadband coverage mapping effort, called the WASHCoNNECT initiative.
We took a multifaceted approach to capture information through a coverage and reliability survey from those residents and businesses who needed their voices heard the most: those without reliable Internet service.
ABOUT
Much of Washington County has limited or non-existent Internet coverage. Other residents have access, but often find that it is spotty or inadequate to meet simple education or business needs.
With coverage gaps and weaknesses identified, Washington County officials are now able to better advocate for grants and funding that would improve internet service access and speeds, taking the critical steps forward to support growth for businesses and access to jobs, education, healthcare, and more.
DELIVERABLES
- Campaign Strategy + Design
- Logo Development
- Print + Digital Collateral
- Email Marketing
ADVERTISING BREAKDOWN
- Digital marketing (paid Facebook/ Instagram ads strategy)
- Print ads for regional and local publications (Greenwich Journal and Press, NYVT Media).
- Traditional radio ads within the region (WEQX, Regional Radio HITS 95.9 and 98.5 WCKM)
- Streaming radio ads via Pandora, iHeartRadio
Exceeded Expectations: Received 1,850 responses with a goal of 1,200.
Average cost-per-click of $0.83
WASHcoNNECT campaign resulted in the highest response rate in state (ECC Tech)
“The BLKDOG team did an excellent job and were consistent and professional in their participation on the project. It was also impressive to see the level of confidence that Washington County economic development has in the BLKDOG team.”
Jeff Brooks, Sr. Director of ECC Technologies INC.
