challenge
The City of Los Angeles has a vast network of city pools spread over a large geographical area encompassing L.A.’s vibrant mosaic of ethnicities, languages and cultures. This diversity means that coherent and consistent messaging is not an option – it’s a necessity. And so is the ability to engage effectively with Angelenos in some of L.A.’s lowest-income communities.
We are honored to have worked closely with Mayor Eric Garcetti’s office and the Department of Recreation and Parks to create and implement a strategic communications campaign that has led to the success of SwimLA for two years.
the work
Bilingual campaign in English and Spanish – website, postcards and flyers.
Media relations and engagement with community newspapers.
Partnerships with schools and community-based organizations.
Bilingual newspaper advertising campaign.
Bilingual, highly targeted social media and digital advertising campaigns.
impact
2018
13 community newspaper articles, resulting in 3.2 million media impressions.
25,000 postcards distributed through priority schools – a 78% participation rate.
Nearly 20 partnerships with community-based organizations, including Children’s Hospital Los Angeles, Boys & Girls Clubs and Los Angeles Public Library branches.
The Facebook advertising campaign drove 50% of all online traffic to SwimLA.org.
GOAL ACHIEVED: SwimLA registrations doubled in Summer 2018.
2019
Prior year’s results metrics were surpassed in all categories where there was overlap.
Social media, earned media, calendar listings and CBO outreach all secured double- or triple-digit growth.
The Facebook advertising campaign was the #1 source of online traffic to SwimLA.org.
GOAL ACHIEVED: Brand awareness of SwimLA has increased overall as seen by greater buy-in across all metrics. SwimLA registrations remained consistent and increased.