JSR Strategies executed a comprehensive outreach and paid media campaign, integrating hyper-local messaging, digital engagement, and community-focused strategies to ensure maximum participation.
Strategy 1: Internal Outreach to Healthcare Providers
- SEARHC’s Chief Medical Officer incorporated vaccine updates into frequent briefings for hospital and clinic staff.
- A series of 53 caregiver updates and 33 Incident Command System updates informed staff about vaccine safety and distribution sequencing.
- Conducted an internal provider survey, finding that 87% of doctors, nurses, and staff wanted to be vaccinated, establishing a strong foundation for public trust.
Strategy 2: Public Education and Community Engagement
- Framed messaging around community values—protecting elders and family members.
- Created a dedicated COVID-19 vaccine information page (covid19.searhc.org) updated in real-time with vaccine facts, FAQs, and appointment sign-ups.
- Deployed targeted social media and paid digital ads on Facebook and Instagram, sharing key vaccine updates.
- Hosted Facebook Live “Lunchtime Chats” featuring SEARHC’s Chief Medical Officer answering community questions (one video garnered 2,600 views and 190 comments).
- Partnered with local newspapers and radio stations for print and broadcast ads emphasizing vaccine safety and availability.
Strategy 3: Paid Media and Sign-Up Tools for Vaccine Registration
- QR codes linked to vaccine sign-up pages were placed in print ads, grocery stores, and clinic flyers.
- Paid social media ads and Google display ads targeted residents by location and age group to drive sign-ups.
- Launched the “Assist Your Elders” campaign, encouraging younger family members to help seniors register for vaccinations.
- Conducted direct elder outreach, calling senior patients to assist with registration.
- Set up community vaccine clinics, adapting to storm-related logistical challenges using seaplanes and tour boats for vaccine deliveries.
