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CBG Strategies

 Welcome to CBG Strategies, click the + to view each case study

SAMPLE WORK

  • Client: Alabama Department of Health  
    Campaign: Protect Alabama Initiative
    Challenge:  The Protect Alabama campaign, led by the Alabama Department of Health, aimed to educate the state's diverse population about the safety and efficacy of the COVID-19 vaccine. CBG Strategies was entrusted with spearheading the crucial task of minority engagement, targeting a significant 32% of the state population. This was especially vital due to the historical distrust of the medical community within minority communities, coupled with existing healthcare disparities that rendered them particularly vulnerable to the pandemic.
     
    Strategy:  
    CBG Strategies orchestrated a comprehensive strategy, recognizing the importance of tailored messaging, community involvement, and localized engagement:
     
    1. Localized Content and Messaging: Recognizing the need for culturally sensitive communication, CBG developed content that resonated with individual communities, acknowledging their unique values and concerns.
     
    2. Direct Mail: Direct mailers featuring local leaders and medical influencers were sent to bolster trust and credibility. These mailers acted as personalized endorsements of the vaccine's safety and benefits.
     
    3. Digital Media Placement: A strategic digital media campaign was launched, leveraging social media platforms to reach targeted demographics and dispel vaccine-related misinformation.
     
    4. Community-Based Coalition: CBG built a coalition involving the Alabama Nursing Association, fraternity and sorority organizations, local community groups, and the faith community. This diverse coalition united resources, voices, and influence in spreading accurate information.
     
    5. Door-to-Door Canvassing: Over 50,000 doors were canvassed, allowing community members to engage directly, ask questions, and receive accurate information.
     
    6. Student Engagement: CBG partnered with 5 universities and over 250 high school students to amplify the campaign's reach and engage with younger demographics.
     
    Results:  
    CBG's holistic approach resulted in a transformative impact:
     
    - Direct Mail Success: Over 1 million mailers were sent, featuring local influencers and leaders, establishing credibility and encouraging vaccine uptake.
     
    - Digital Reach: The digital media campaign garnered an impressive 2.2 million impressions, actively combating misinformation and fostering informed decision-making.
     
    - Community Engagement: With over 50,000 doors canvassed, a robust community presence was established, building trust and addressing concerns at the grassroots level.
     
    - Coalition Building: The community-based coalition amplified the campaign's voice, providing an effective platform for disseminating information and fostering dialogue.
     
    - Youth Involvement: Partnering with universities and high school students introduced vaccine awareness to younger generations, enhancing the campaign's longevity.
     
    - Health Equity Achieved: At the end of the 6-month campaign, an astounding 67% of minorities adopted the vaccine, a remarkable increase from the initial poll where only 33% expressed willingness to consider taking the vaccine. This shift underscores the transformative impact of CBG's strategies in building trust and fostering informed decision-making within minority communities.
     
     
    Conclusion:  
    The Protect Alabama campaign, led by the Alabama Department of Health and powered by CBG Strategies, stands as a testament to the potential of strategic engagement in overcoming historical distrust and promoting equitable health outcomes. By tailoring messaging, deploying direct mail, utilizing digital media, building community-based coalitions, and involving students, the campaign achieved remarkable engagement and ensured that vulnerable minority communities received accurate information, thus contributing to the broader goal of combating COVID-19 and fostering health equity.

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  • Client: Utility Board of Tuskegee 

    Campaign Name: Connect with UBT

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    Overview

    The Utility Board of Tuskegee (UBT) provides electricity, water, and sewer services across Macon County, Alabama. UBT aimed to effectively communicate their key initiatives, offer customer resources, and deliver critical updates on infrastructure and economic development to their community.

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    Challenge

    UBT faced several significant challenges in reaching their audience. The primary issue was the limited broadband access in the area, which made digital communications less effective. Additionally, the diverse age demographics of Macon County meant that communication preferences varied widely across the population. Compounding these challenges was the absence of an in-house communications team or established infrastructure within UBT to handle these tasks.

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    Strategy

    To address these issues, a multifaceted communications strategy was implemented:

    1. Multi-channel Communication: A comprehensive approach was developed to engage the community both online and offline, ensuring broad accessibility.
       

    2. Social Media Rebranding: UBT's Facebook and LinkedIn pages were rebranded to optimize user engagement and highlight key initiatives more effectively.
       

    3. Print and Digital Collateral: A variety of materials were created to promote UBT’s economic development projects, community engagement efforts, support for local nonprofits, and their scholarship program.
       

    Impact 

    The strategy yielded significant positive outcomes:

    1. Enhanced Community Visibility: UBT's community engagement and economic development initiatives gained increased visibility through in-person activations and widespread distribution of collateral across the county.
       

    2. Social Media Growth: Social media campaigns significantly expanded UBT’s reach, impacting 116,798 people with 193,310 impressions over eight months.
       

    3. Social Media Engagement: There was a 48% increase in Facebook followers, demonstrating a substantial rise in community engagement and interest.
       

    Conclusion

    The multifaceted communication strategy employed for the Utility Board of Tuskegee successfully overcame the initial challenges of digital inaccessibility and demographic diversity. By integrating both traditional and digital media, UBT not only increased its visibility within Macon County but also enhanced its engagement with the community. 

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    The significant growth in social media following and the extensive reach of the campaigns highlight the effectiveness of the tailored approach, proving that thoughtful communication strategies can bridge the gap between utilities and the communities they serve. This case study underscores the importance of adaptability and thorough planning in overcoming communication barriers and achieving substantial impact in community engagement and development initiatives.

  • Case Study: Absent But Counted - Navigating Voter Engagement Amidst the COVID-19 Pandemic

    Client: Montgomery County Circuit Clerk  

    Campaign: Absent But Counted

     

    Challenge:  

    The COVID-19 pandemic posed unprecedented challenges for engaging and educating voters in the Montgomery County Circuit Clerk's jurisdiction. With safety concerns and restrictions on traditional outreach methods, CBG Strategies embarked on a mission to develop a comprehensive campaign named "Absent But Counted." The primary goal was to ensure that Montgomery County voters were well-informed about the absentee ballot process, from application to tracking, enabling them to participate in the electoral process safely and confidently.

     

    Strategy:  

    CBG Strategies employed a multifaceted strategy to maximize engagement and information dissemination:

     

    1. Direct Mail: Over 120,000 targeted direct mail pieces were distributed to households across Montgomery County. These mailers provided succinct instructions and highlighted key steps of the absentee ballot process.

     

    2. Social Media: CBG harnessed the power of social media platforms to engage with voters. Regular posts shared informational content, infographics, and video clips, fostering direct interaction and answering voters' questions.

     

    3. Media Production: The campaign featured an animated whiteboard explainer video. This step-by-step video guided viewers through the absentee voting process, simplifying complex steps and increasing understanding.

     

    4. Media Placement: CBG's strategic media placement ensured campaign materials reached the widest audience. Targeted digital ads and traditional media outlets amplified the campaign's reach.Results:  

    The "Absent But Counted" campaign yielded substantial results, demonstrating the efficacy of CBG's comprehensive approach:

     

    Impact:

    - Absence Voting Surge: As a direct outcome of the campaign, absentee voting in Montgomery County experienced an impressive 400% increase, surpassing the state's overall increase of 278%.

     

    - Direct Mail Impact: Over 120,000 direct mailers contributed to the campaign's success, directly engaging a significant portion of the local population.

     

    - Digital Reach: Digital ad placements resulted in a noteworthy 284,000 impressions, exposing a wide digital audience to the campaign's message and resources.

     

    - Social Media Engagement: The campaign generated over 20,000 impressions on social media, sparking conversations and facilitating direct communication with voters.

     

    Conclusion:  

    CBG Strategies effectively tackled the challenges of the COVID-19 pandemic through the "Absent But Counted" campaign, executed on behalf of the Montgomery County Circuit Clerk. By integrating direct mail, social media, media production including an animated explainer video, and strategic media placement, the campaign educated and empowered Montgomery County voters to confidently navigate the absentee voting process. The remarkable increase in absentee voting by 400%, outpacing the state's average, demonstrates the campaign's impact. This case study underscores CBG's expertise in devising comprehensive voter engagement solutions, even during extraordinary circumstances, resulting in tangible outcomes and strengthened voter participation.

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