Policy & Practice | Winter 2023

“I'm a Kansan, born and raised. I want Kansans to be strong and have the resources that are available to them. And I just want our state to thrive.”

—JENALEA RANDALL, DEPUTY DIRECTOR OF COMMUNICATIONS AT KANSAS DCF

The “Feed Their Potential” campaign introduced many firsts for DCF, emphasizing the value of data, direct-to-citizen education campaigns, and multichannel mar keting. Although DCF and KDHE had collaborated on projects before, data sharing was a new element to their partnership. The ability to communi

to empower applicants with a nod to investing in their families’ future. Leveraging the demographic research, they used language, including Spanish versions of the campaign, that was relatable and images that were rep resentative of Kansans. To further ensure broad reach, they implemented a multichannel strategy that spread the

there, demographic research was conducted. This included interviews with local agency staff, leaders from community organizations, as well as program participants. Also, they expanded the reach of their research by including analyses of how the programs were talked about on social media. This gave them a holistic

cate directly to citizens was also a first, along with increasing program awareness via text and email. The merit and broad applications of this technology were evident to the agencies; the mod ernized data capability unlocked the opportunity to customize outreach campaign content and channel strategy based on the needs and prefer ences of the potential clients. Looking forward, the agencies want to continue to make the programs more accessible and digital. They seek to better equip workers, reach new and more

view of the expe rience end-users

were having around enrolling for benefits. They learned that many citizens did not know these programs existed. Others felt a negative stigma was attached to using the benefit and, therefore, did not pursue it. Equipped with data and insights, they designed the “Feed Their Potential” campaign. Its focus was to drive aware ness and educate citizens about WIC and SNAP via compel ling and informative

remote populations, streamline the benefit application processes, and are excited to explore prevention as the next frontier.

campaign across landing pages, email, text messaging, and social media. The campaign was launched in 2022, and its initial success was remarkable. Overall, it led to significant engage ment with more than 20,000 landing page visits and beat industry bench marks with 55 percent of recipients opening direct email (the standard is typically less than 20 percent).

content that speaks to them person ally with greater reach than ever before. With language such as: “The First Step to their Future” and “Here for YOU,” along with simple graphics outlining the application process, they challenged misconceptions, and des tigmatized and debunked myths about receiving food assistance and WIC. Even the campaign title was meant

Molly Tierney is a Managing Director at Accenture in Health and Public Service.

Julie Somberg is a Managing Director at Accenture in Public Service.

“Success was the education that was spread. The education for people who aren’t aware of these programs, and now are and know what’s available to them.”

—STACY THOWE, SNAP OUTREACH PROGRAM MANAGER AT KANSAS DCF

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Winter 2023 Policy & Practice