How one virus reshaped the way we communicated
The 2020 pandemic fundamentally reshaped the way we communicated. Isolation, misinformation, and fear created widespread uncertainty, pushing more people online in search of accurate information. As digital platforms surged in popularity, the City of Muskogee faced a major challenge: how to effectively engage and inform residents in an unfamiliar digital landscape. With limited internal expertise, the City partnered with EV Marketing Solutions to lead its communication efforts across Muskogee and Muskogee County.
In collaboration with the Muskogee County Health Department, our agency was tasked with informing, educating, and supporting the public health campaign to achieve HERD immunity, defined as resistance to the spread of infectious disease due to a significant portion of the population being immune through vaccination or prior infection.
This effort required thorough research, strategic planning, and creative execution. At the start, digital engagement from the City was minimal. The Meta (Facebook) page had around 11,000 followers but was engaging less than 0.05% of its audience. Instagram and YouTube were performing even lower, with engagement below 0.01%. Additionally, 65% of the audience was aged 42 and older, highlighting the need to reach younger demographics, especially those aged 18 to 25.
To meet this challenge, we launched a comprehensive multimedia campaign combining digital, traditional, and out-of-home (OOH) tactics. Central to the strategy was a video campaign designed to encourage vaccination and promote access to the city’s off-site clinics. The results were remarkable. Our digital outreach drove a 12,000% increase in engagement and a 14,500% increase in reach on Meta. The City’s Meta following grew by 45%, reaching over 16,000 followers.
Most importantly, these efforts translated into meaningful public health outcomes. From January 2021 to May 2022, more than 11,000 individuals were vaccinated at off-site clinics. This played a crucial role in reducing transmission rates and helping Muskogee achieve a level of herd immunity that stabilized infection levels within the community.
Through strategic communication and community-focused messaging, we were honored to support the City of Muskogee during a critical time in public health.
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