The City of West Des Moines is creating an open-access conduit network and has the responsibility to “sign up” residences and businesses into the network. SA has been tasked with creating a memorable campaign to create awareness, inform and motivate West Des Moines residents to sign up and grant permission for the conduit to be placed on their property. This is an ongoing initiative that kicked off in the fall of 2020.
SA developed a campaign theme that required three simple words to tell West Des Moineians all they need to know about the project—“Plant the Speed.” This line is a subtle nod to the physical work to be done, to the high-speed internet opportunities and to our farming heritage in the state of Iowa. Campaign materials were developed including a logo, a website, postcards, doorhangers, yard signs, digital ads, videos, water bill inserts, FSIs and brochures. Additionally, a strategic communications plan, social media strategy and comprehensive media buy for fall 2020 and spring 2021 were planned and executed.
- As of July 1, 16,101 addresses have signed up to participate in the conduit network.
- Campaign resulted in 1.60M Facebook ad impressions.
- 3,495 consumers saw one of the digital ads and went to the website after seeing the creative; well above the industry standard for click-through rate.
- Connected TV: 98% watched the entire video.