The Client
The California Department of Social Services’ (CDSS) Refugee Program Bureau worked with Cell-Ed to manage a complex initiative to reach and educate Afghan and Ukrainian refugee newcomers to the US.
Overview
After winning the communication agency bid to support the new program, Cell-Ed tasked Globig with brand development and outreach for a new California refugee training program. The program, Welcome Start, aimed to enroll eligible newcomers in courses on English proficiency, job skills, computer literacy, and more, helping them get a great start in the US.
Challenges
Globig was tasked with creating a compelling multilingual, multiliteracy level, multicultural outreach strategy that activates hard-to-reach refugee populations and builds trust with these populations, organizations and counties serving refugee communities.
Solutions
Program:
- Created the brand, brand style guide, communication templates
- Developed the consumer website in 5 languages
Partner Networks:
- Identified relevant partners, created presentations, webinars, marketing materials
- Developed partner toolkits with information, marketing materials, outreach training
- Orchestrated a complex outreach process to numerous refugee and refugee-adjacent organizations and events
Consumer Outreach:
- Reach and recruit hard-to-reach audiences through partnerships, coordinated ambassador teams, and influencer outreach
- Navigate adeptly through language and cultural obstacles
- Deliver effective and compliant communications Delivered an engaging brand identity that clearly communicated program focus
- Executed creative and effective digital ad campaigns, social media, websites, fliers, and influencer events with high cultural, multi-lingual, and literacy levels
Results
- Globig delivered 530k program site page views in the 4 month engagement
- Nearly 500 learners signed up for the program, overcoming many obstacles to engagement, on track for meeting program goals
- Over 4k partners were activated