Miami Conservancy District - Public Awareness

Challenge

The Miami Conservancy District (MCD) needed to raise public awareness across southwest Ohio about its critical work managing flood protection and preserving water resources. With a limited window and a diverse regional audience, the challenge was to deliver maximum visibility and message retention in both the Dayton and Cincinnati metro areas.

Industry: Non-profit / Civic

Objective: Ensure taxpayers in coverage area are aware of the organization's value to the community

Target Audience Focus:  Homeowners in ZIP codes within the Great Miami River Watershed

The campaign included four tactics: We developed a multichannel campaign that paired :30 video spots, precision-targeted by ZIP code across Connected TV, Programmatic Video, YouTube and Paid Social. Messaging was shaped to educate while creating a broad, regional identity for the MCD’s mission. Creative was designed for completion, not just clicks, with captions and formatting tailored to platform norms and viewer behaviors.

Performance

The campaign delivered more than 1 million video impressions and maintained exceptional completion rates across key tactics:

• Connected TV: 283K impressions with a 91.45% completion rate, and 98.74% on large screens
• Paid Social: 15-second Thru-Plays at less than $0.01 each, with strong engagement among women aged 35–64
• YouTube: Over 310K impressions with a 98.63% completion rate — significantly outperforming benchmarks

The media mix was optimized in real-time, including strategic pauses around election season to maintain viewability and engagement. Campaign geography was skewed intentionally toward high-priority ZIP codes in the organization’s service area.

Though conversion wasn’t the goal, the campaign generated measurable engagement signals that demonstrated brand lift and message recall. The integrated approach also highlighted platform-specific strengths:

• Streaming TV and YouTube delivered top-tier completion rates, perfect for high-impact awareness.
• Social provided efficient reach and frequency to supplement heavier-hitting video tactics.

Takeaway

In a time when attention is fragmented and trust must be earned, this campaign proves that well-targeted video storytelling paired with a strategic media mix, can drive lasting awareness — even for complex civic topics.