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Globig

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The Client 

The California Department of Health Care Access & Information (HCAI) engaged Cell-Ed to help them increase the recruitment of Home and Community Based Service (HCBS) careers,  and provide pathways to increased skills, and  licensing and certification. 

The Challenge

Hired to be the official outreach agency of record for the Caring4Cal program, Globig’s challenge was to:

Phase 1 Brand: Name and design program identity, brand guide, and all templates connected to HCAI

Phase 2 Grant: Execute a quick-turn grant process within 3 months to identify, engage, activate, award, and support the management of grantee training organizations

Phase 3 Consumer Launch: Identify and activate new and existing care providers to upskill their HCBS careers, switch to a HCBS career, or consider beginning an HCBS career

Solutions

Outreach Partners:

  • Activated Extensive Partner Networks: healthcare organizations, guidance counselors
  • Developed a toolkit, training materials, multiple webinars, consumer marketing game plans, marketing materials
  • Identified over 4,000 partners, activated health care organizations and guidance counselors via meetings, emails, calls, online job fairs


Consumer Marketing: Delivered in 7 languages

  • Created multiple creative campaigns across a variety of relevant Outreach Channels, each with their own strategy:
    • Social Media Campaigns, and Group Outreach
    • Digital Ad Campaigns – Meta, Google, Taboola, TikTok, YouTube, DOOH, LinkedIn
    • Multi-Channel Email Marketing
    • Direct Calling
    • Webinars
    • Dashboards, Analytics and Applied Learnings


Program Website:

  • Delivered and managed Program Website Development in 7 languages with multiple 3rd party integrations:
    • Searchable healthcare provider training course catalog
    • Training registration
  • SEO landing pages for 100s of training and FAQ keywords
  • In The News media section
  • Weekly blog articles

Results

  • Globig delivered over 44,000 care providers that completed the program training, 2x the program expectation
  • $18 million in learning incentives awarded to participants
  • $25 million in grant funding allocated