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BlogEastern Iowa Health Center’s Success in Vaccination Campaign: A Case Study

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Joe Lock, Eastern Iowa Health Center President & CEO
Blog/Healthcare/Media Planning & Buying/Planning & Strategy

Eastern Iowa Health Center’s Success in Vaccination Campaign: A Case Study

When Eastern Iowa Health Center (EIHC) was presented with a unique opportunity to significantly impact the community, they knew it was essential to approach it with the right strategy. Faced with the critical mission of ensuring widespread COVID-19 vaccinations and booster shots, EIHC needed a comprehensive plan to reach diverse populations and maximize community participation.

The Challenge

With federal funds allocated to support COVID-19 vaccinations, EIHC’s goal was clear: to vaccinate as many community members as possible. This mission was vital, with far-reaching implications for public health. The challenge lay in creating an effective, widespread campaign that could reach and resonate with a diverse audience, ensuring the highest possible vaccination rates.

Strategic Approach

Understanding the community’s needs, EIHC focused on making vaccinations accessible and convenient through Saturday vaccine clinics. To promote these clinics, AMPERAGE developed a multifaceted advertising campaign. This campaign was tailored to reach different segments of the population through various channels:

  • Outdoor Boards – Strategically placed in high-traffic areas to capture attention.
  • Radio and Television – Widely broadcasted to engage a broad audience.
  • Streaming Services and Social Media – Targeted ads placed where community members spend their time online.
  • Public Relations – Leveraging media to spread the word.

Recognizing the linguistic diversity within the community, we delivered messages in four languages: English, Spanish, Swahili and African French. This approach ensured that the campaign’s message resonated across all groups, breaking down language barriers and fostering trust.

Remarkable Outcomes

The results of the campaign were extraordinary. EIHC not only succeeded in vaccinating a large portion of the community but also witnessed an unexpected outcome: Many individuals who came for the vaccine became long-term patients at the center. As Joe Lock, President & CEO of EIHC, shared in his testimonial, “There’s a long-lasting impact that was an ancillary benefit we didn’t expect.”

This outcome highlights the power of a well-planned strategic campaign. EIHC’s approach not only achieved its immediate goal but also strengthened its connection with the community in a lasting way.

Watch the Story Unfold

To learn more about this successful campaign and the strategic decisions that led to these results, watch Joe Lock’s video testimonial where he shares insights from the Eastern Iowa Health Center experience.

Are you looking to develop a strategic marketing plan or collaborate with professionals who can make a difference for your institution? Contact AMPERAGE Marketing & Fundraising today. 

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Rachael is a relationship builder, a keen listener and a strategic thinker with a proven track record of driving business growth. Here is how one client described Rachael. "She is smart, respectful, and listens to our direction and ideas. She uses her expertise to enhance plans by drawing on her knowledge and experience and communicating our vision to the rest of the AMPERAGE team." With an extensive background in higher education business development as well as earning her MBA, Rachael utilizes her growth mindset to formulate and implement growth strategies that drive expansion. She also oversees and optimizes marketing strategies for enhanced brand visibility. She has worked with many clients but has worked most closely with the Eastern Iowa Airport - CID, Kirkwood Community College, Cowley College, Southeastern Community College, Heartland Express and Iowa Health+. She has also presented at numerous conferences, including the National Council for Marketing & Public Relations (NCMPR), The Way Up and UNI PRSSA. Rachael is also a community leader including volunteering for the United Way, serving on the board for the Iowa Giving Crew and fundraising as part of the Leadership for Five Seasons class of 2023. Her role on the local Executive Leadership Team for the American Heart Association in Linn County grew out of personal experience. According to Rachael, "My mother survived a stroke 15 years ago, so I naturally became passionate about fundraising and educating communities about warning signs/symptoms of stroke and heart disease in women." Because of these kinds of personal passions, philanthropy and nonprofit work have become hallmarks of AMPERAGE's work and volunteerism. If you want a sample of Rachael’s thinking, click on the AMPERAGE Marketing AMPcast or an AMP Blog.