Michigan Virtual Michigan Cares SEL Program

Project Name: Michigan Cares SEL program

Dates: April 2020 to August 2020 

Goals: To promote the free Michigan Cares SEL program to teachers, students and other education stakeholders.

Outcome: Developed a campaign strategy that included audience segmentation, key messages, calls to action and a playbook of tactics to reach the desired targets. Tactics included a series of informational videos, community partnerships, unique landing page and digital display ads on social and RTB networks.

As of September 2020, the campaign has delivered 1.4 million impressions, 6,968 clicks for an impressive .51% CTR on Facebook. Selected RTB network platforms resulted in 6.5 million impressions that generated 4,077 clicks for a .07% CTR. Downloads of the Michigan Cares lessons totaled 5,544 users that includes parents, educators and students from across Michigan.