NJ Department of Human Services Division of Aging Services (DOAS) Office of the Long Term Care Ombudsman (LTCO) Volunteer Advocacy Program Recruitment Campaign

Education and Government
Written By Alye Ancianis

September 2023 – May 2024

Objective

Working with the NJ Department of Human Services Division of Aging Services’ Office of the Long Term Care Ombudsman to develop and execute a comprehensive outreach campaign focused on recruiting volunteers for the Long Term Care Volunteer Advocacy Program. Through working with the client to understand what makes a successful, long-term volunteer, the campaign is utilizing messaging and media channels that effectively connect with working and/or retired, older professional adults who are technologically and internet savvy, may have previous experience in leadership, may have experience with a loved one living in a long-term care facility, as well as a having a passion to give back to their local community. In addition, the digital ads are segmented to specifically target individuals who are bilingual in English and Spanish to meet the need of recruiting bilingual volunteers in Essex and Hudson Counties. 

Results

  • Created custom copy, graphic design, audio scripts and custom audio ads to appeal to a statewide audience through a multifaceted media approach that includes digital advertising, including display banner ads and native advertising/sponsored content on a network of TAPInto online communities, as well as NJ.com; traditional over-the-air radio via iHeartRadio as well as streaming audio and podcasts, and targeted print advertising in newsletters distributed to multiple 55+ communities 

  • Worked in partnership to develop detailed long-form written articles for TAPInto that will highlight the profiles and experiences of real volunteers in regions where there is a high need for new volunteers

  • As of May 2024, Positive Solutions has delivered: 

    • 6.1M+ impressions via digital display ads

    • 988k+ impressions via TAPInto sponsored content

    • 529k+ impressions via NJ.com sponsored content

    • 986k+ impressions via streaming/on-demand audio and podcasts

    • 14.3M+ impressions via over-the-air radio via iHeartRadio’s Total Traffic and Weather Network of 20 NJ radio stations

    • 3 months of print advertising via Senior Publishing, which publishes and distributes print newsletters to 34 New Jersey 55+ communities, reaching the homes of 105,000 seniors 

Alye Ancianis
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