NIB Rate Increase
The campaign's main goals were to inform the public about the NIB contribution rate increase effective July 1st, 2024, and to ease the transition with comprehensive resources. It used digital and traditional media to maximize reach and engagement.
Campaign Overview
Social Media/Campaign Strategy
The campaign combined digital and traditional marketing to maximize outreach:
Digital Marketing
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Social Media: Used Facebook, Instagram, and TikTok for broad engagement.
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Website: Launched a dedicated site for detailed information and tools.
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Content Creation: Developed both lighthearted and informative content, including infographics and videos.
TRADITIONAL MARKETING
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TV Commercials: Targeted mature audiences with visual explanations on local channels.
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Radio Ads: Aired on popular stations with live NIB interviews.
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Print Media: Provided clear details through newspaper ads.
FMG's strategy effectively informed and engaged the public by using a balanced mix of digital and traditional media.
FAQ's & ACL Interviews
TikTok & Instagram Videos
NIB Rate Increase Website
For this campaign, we developed a splash page with a Landing Page, Info & FAQ page, and Media/Press page, featuring SSL, basic SEO, and mobile optimization. The site saw steady traffic growth, with 92% of visitors being new and 69% on mobile. Most sessions were from The Bahamas, with international traffic from the U.S. and Canada. Engagement peaked mid-week, with direct traffic leading. The homepage was most visited, and the FAQs page had the longest engagement, showing the website's success as a key resource for the contribution rates increase.
UNIQUE VISTORS
6,811 VISTORS
NEW: 92% – 6,792
RETURN: 8% – 19
TOP SESSIONS BY DEVICE
8,936 SESSIONS
DESKTOP: 30% – 2,694
MOBILE: 69% – 6,148
TABLET: 1% – 96
TABS CREATED
9 Tabs
Home Page, Media Page (Press Release, Commercial, & Social Media), FAQ's, Contributions, Calculator, Contact, & Benfits
LANDING PAGE INFO
SSL Certificate
Basic SEO Keywords
Favicon
Mobile Friendly
Google Friendly
TARGET AUDIENCE
Social media and website data reflect a predominantly female audience, particularly within the 25-44 age range. The audience is primarily Bahamian, especially concentrated in Nassau. While there is some international presence, the local engagement is the most pronounced.
