CITY OF DURHAM & DURHAM COUNTY, NC COVID Campaign

CITY OF DURHAM & DURHAM COUNTY, NC

COVID Campaign

The City of Durham/Durham County needed marketing and PR support around its Back on the Bull campaign. The campaign’s goals are to build awareness among the 3 W’s to residents of Durham, drive traffic to the Back on the Bull website to educate Durhamites, and reach Spanish speakers with the same messaging.

Allieway Marketing delivered print and digital ads to achieve these goals, including ads on DATA city buses, a leave-behind card, and online and social media advertisements. The National Average Click-Through Rates (CTR) are .06% to .08%. Of particular note is the Spanish campaign, which garnered a .17% CTR, showing that this is an extremely good way to reach Durham’s Spanish speaking audience. In total, 655,616 impressions were served.

As we continue to seek to limit the spread of COVID-19 and stay safe as a community, Allieway was honored to be a part of this important campaign. We’re glad it was effective in raising awareness and in reaching both English- and Spanish-speaking residents.

Browse all City of Durham work:

SERVICES RENDERED

Collateral
Copy Writing & Editing
Graphic Design & Production
Media Relations/Advertising
Strategic Messaging

“Working with Allieway Marketing, Inc. has been a wonderful experience. They are creative, talented, detail-oriented, and client-focused. Our organization had a complicated, labor-intensive project that ultimately involved an updated logo that required approval from elected officials followed by the creation of all associated materials AND a new external brand guide website. Allieway was easy to work with and made a stressful project move smoothly to successful completion.”

AMY BLALOCK, City of Durham Communications Department Assistant Director

“I would highly recommend Allieway Marketing for any marketing/communications project. It was easy to see, just by the depth of their initial response to the city’s proposal that they place a high priority on gaining an understanding of the project through research and then carrying out each phase in a timely and cost-effective manner. Oftentimes, the biggest predictor of project success is communications between the contractor and the client. Allieway is stellar at ensuring that there is a clear understanding of project objectives at every step. Finally, Allie pushes, seeking approvals, etc., to stay on schedule so that the project is completed in an agreed upon schedule. While finishing the project on time and on budget are of utmost importance, Allieway factors in one more important factor, and that’s FUN.”

BEVERLY THOMPSON, Public Affairs Director City of Durham, N.C.