Client Overview
The Pennsylvania Homecare Association (PHA) represents home care agencies across the state that provide essential care services to vulnerable populations. Facing significant funding gaps amid workforce shortages, PHA needed to mobilize constituents to contact legislators during the state’s budget season.
The Challenge
PHA approached us with an urgent need to reach legislative constituents across Pennsylvania. Their goal was to encourage citizens to contact their state and federal lawmakers about two key issues:
- Bridging funding gaps for in-home care services during budget season
- Supporting immediate and ongoing legislative efforts to address workforce shortages in the industry
With the legislative session rapidly approaching its end on June 30, PHA needed a fast turnaround on a compelling campaign that would motivate constituents to take action.
The Solution
Despite being contacted just days before ads needed to go live, we quickly set up and implemented a comprehensive digital advocacy campaign within two weeks:
Strategic Planning & Setup
- Created and configured a Meta ad account for PHA
- Developed targeted audience segments based on legislative districts
- Implemented precise geotargeting to reach constituents of key lawmakers
- Moved ad traffic to a conversion-focused landing page to facilitate constituent outreach
Creative Development
We also created compelling campaign assets using both emotional storytelling and data-driven messaging:
Video Campaigns
- Produced testimonial videos featuring caregivers and patients
- Used short, impactful videos to highlight the crisis in home care funding
- Designed campaigns for maximum engagement on both Facebook and Instagram platforms
Still Image Campaigns:
- Used emotionally resonant imagery showing caregivers with patients
- Created informational ad language highlighting key statistics:
- “More than 115,000 Pennsylvanians received home and community-based care through state-funded programs last year”
- “Low wages are the No. 1 reason caregivers have left their jobs in the last two years”
- Included clear calls-to-action directing users to contact their lawmakers
Campaign Management
- Monitored ad performance and optimized for maximum conversion
- Adjusted targeting to focus on districts with key decision-makers
- Implemented email segmentation to follow up with engaged constituents
- Provided weekly performance updates to the PHA team
The Results
The campaign achieved remarkable success in a compressed timeframe:
- Rapid Deployment: Within just two weeks of engagement, we had a fully operational campaign running across multiple platforms.
- Record-Breaking Engagement: During the campaign period (May 21 to June 27), PHA’s outreach generated more than 3,400 constituent contacts with lawmakers—over 4.5 times their previous record of 746 contacts over a three-month period.
- Targeted Impact: High-priority lawmakers saw the ads and received frequent communications from their constituents, creating significant pressure during final budget negotiations.
- Measurable ROI: The campaign contributed directly to lawmakers awarding the Pennsylvania Homecare Association a funding increase over the previous year.
- Strong Conversion Rate: The campaign achieved a 22.69% conversion rate, with 3,454 conversions from 4,465 unique page views.
Key Metrics
- Campaign Duration: May 21 – June 27
- Unique Page Views: 4,465
- Total Conversions: 3,454
- Conversion Rate: 22.69%
- Funding Increase Secured
Takeaways
Through strategic planning, compelling creative, and rapid execution, we helped Pennsylvania Homecare Association dramatically exceed their previous advocacy efforts. The campaign not only generated record-breaking constituent engagement but also contributed directly to a $5 million funding increase helping home care agencies across Pennsylvania continue providing essential services to vulnerable populations.
This case study demonstrates our ability to deliver exceptional results under tight deadlines, creating powerful advocacy campaigns that drive real-world policy outcomes.
