The Purpose of the Digital Marketing Grant
The Digital Marketing grant, sponsored by the federal Office of Child Support Enforcement (OCSE) within the U.S. Department of Health and Human Services’ Administration for Children and Families, was a demonstration project with the goal of researching how digital marketing could help child support programs more effectively reach and serve families. In September 2018, the Wyoming Department of Family Services (WY DFS) Child Support Program (CSP) was one of 14 child support agencies to receive funds through OCSE to test digital marketing approaches and partnerships to reach parents/guardians who could benefit from child support services and create or improve two‐way digital communication and engagement with parents/guardians.
WCSP’s Challenges and Goals for the Grant
The three primary goals of the Wyoming CSP’s Digital Marketing grant project were to (1) increase eligible clients’ awareness and knowledge of the CSP services, (2) improve eligible clients’ attitude toward the CSP, and (3) increase enrollment in the CSP, especially through online applications.
The CSP proposed using the grant funds to address three challenges related to reaching and enrolling Wyoming families in child support services:
(1) The CSP’s outdated website;
(2) Lack of outreach to Wyoming attorneys (especially family law attorneys) and other professionals who are well-placed to educate potentially eligible CSP clients about the CSP and refer them to it; and
(3) Lack of outreach to potentially eligible CSP clients via TV and popular media outlets such as Hulu, Sling TV, YouTube, Google, and Facebook.
How WCSP Addressed the Challenges
The CSP addressed these challenges in three tiered and research-supported interventions. Taken together, the interventions aimed to better reach the target population (potentially eligible clients of CSP services) and to better promote the CSP’s services. The goals of the project were to increase awareness of, improve attitude toward, and increase enrollment in the CSP.
The documents linked below are the final assessments for each of the individual interventions as well as the final overall grant assessment and brief.