Reaching Underserved Veterans in Florida

Outreach strategies and new branding help connect underserved veterans with FDVA services they earned.

Challenge

Florida Department of Veterans’ Affairs leadership wanted to better fulfill their mission to reach and serve the state’s veterans and overcome brand confusion. FDVA engaged Sachs Media Group to create a solution to these problems by producing breakthrough strategies to rebrand the department and effectively reach the veterans they were missing through their existing outreach efforts.

Breakthrough

We rebranded the FDVA to give it a distinct, welcoming identity and launched new outreach strategies to effectively connect with underserved veterans. We worked with the department to create an award-winning array of print and digital tools to inform, educate, and reach our target audience. As a result of the rebranding and outreach strategies, FDVA increased services to never-before reached veterans by 74 percent.

This rebranding was so much more than cosmetic – it advanced the agency’s mission of connecting veterans to their earned services, benefits, and support. The Sachs commitment to excellence led to a precision guided message.

— Col. Mike Prendergast, Former Executive Director, Florida Department of Veterans’ Affairs

Integrated Marketing

FDVA Benefits Guide

Designed informational sheet

The completely redesigned Florida Veterans’ Benefits Guide brings veterans the latest information on federal and state benefits, and serves as the primary tool in FDVA’s kit to advocate for Florida veterans. The visually appealing, highly accessible guide compiles all the resources veterans may need to access benefits in the areas of insurance, health care, pension, employment, education, housing, and more.

Residence Brochures

Brochures

We created seven unique brochures to highlight Florida’s six state-run veterans nursing homes and one assisted-living facility. These informational brochures describe the services and amenities available at each of the facilities to help veterans and their families make wise decisions about residency options available to them.

Digital

Floridavets.org

Website design, development

We designed a completely new, mobile-responsive website with easier-to-navigate architecture that put the most important information front and center. The site put a warm, approachable face on the agency – consistent with the new branding – and quickly became the trusted source and first point of entry for veterans looking for support. Within three months of launching, the new site enjoyed a substantial increase in page views per month and a decrease in “visit duration” reflecting greater ease of finding information.

FDVA Smartphone App

Mobile App Development

We developed a smartphone app — available in both Apple and Android markets — to deliver vital information and updates to veterans and their families. With the accessibility of smartphones (for many their only means of surfing the web) this was a necessary and effective way to reach our audience of veterans — across many different age groups. The app has been downloaded more than 12,000 times since launch.

Outcomes

74%

Increase in services to never-before reached veterans

95%

Increase in services to all veterans

550%

Increase in Facebook fans

$2 billion

Increased amount of benefits drawn down by Florida veterans

Won

2013 Dick Pope All-Grand Image Award
VA Abraham Lincoln Pillars of Excellence Award

8,000+

Web page views per month

12,647+

App downloads