County of Monterey Family and Children’s Services
Campaign: Partner. Protect. Support
Overview
TMD Creative partnered with the County of Monterey’s Family and Children’s Services to create a public awareness and recruitment campaign focusing on building trust, increasing community engagement, and reinforcing the need for Resource Parents to support family reunification.
Strategy
The campaign strategy was centered around three pillars:
- Partner: Position the client as a trusted partner in the community.
- Protect: Encourage community involvement and action.
- Support: Promote the preservation of families.
This strategic foundation informed all creative decisions, content development, and media planning.
Deliverables
Messaging
- Developed a clear and empowering voice tailored to potential Resource Parents and community advocates.
- Created taglines, calls to action, and content aligning with the campaign’s three pillars.
Graphic Design
- Designed a cohesive visual identity, including logo, color palette, and iconography.
- Created digital and print assets with high-impact visuals to evoke trust, care, and action.
- Photo direction was specific to reflect local communities and demographics.
Digital Advertising
- Executed targeted digital ad campaigns across search, display, and social platforms.
- Geo-targeting and behavior-based ads reached specific audiences
TV + Radio
- Creative direction, script writing, production, and media placement of PSA-style spots.
- Scripts focused on emotional storytelling and recruitment awareness.
- Included English and Spanish versions for broader reach.
Results
TV
- English and Spanish TV
- Total Audience Impressions: 752,509
Radio
- Radio: Adult Contemporary Hit Radio, Country, and Spanish Adult Hits
- Total Audience Impressions: 5,171,538
Digital Ad Placement
- Social Mirroring, Meta, Native, AI Retargeting
- Total Audience Impressions: 1,704,804. Click-through ratio over 5x the national average.
Web Traffic
- Increased user engagement by 53% during digital campaign (October to June)
- When TV and radio campaigns were added (January to June), traffic rose by an additional 21%
The strongest results come when all campaign channels work together, demonstrating that a holistic, multi-platform approach is key to driving meaningful engagement.