Healthy and Safe Communities

In 2023, a cross-departmental steering committee was established to inventory entry point safety net services. Guidance in creating the inventory was sought from the Safety Net Collaboration group of department heads.

The campaign’s primary objective is to inform the public about the county-endorsed safety net services in a clear and accessible manner. The county previously had organized these services in the “No Wrong Door” campaign materials into distinct categories: Veteran Services, Women’s Services, Emergency Shelters, Housing, Health Care, Food Assistance, Cash Aid, Mental Health, Substance Use, Legal Aid, and Family Services. The campaign will maintain these categories to effectively guide the public to the relevant Sonoma County-endorsed providers and organizations.

We aim to equip the general audience, safety net partners, and the Sonoma County HSD staff with comprehensive information about these services. County staff will receive training to assist the public in determining where they can provide information on eligibility for these endorsed partners when they visit county centers. This initiative enhances the community’s ability to navigate resources efficiently, providing a centralized location for information on available services within and outside county resources.

Key milestone update

Overall program update
An initial graphic design consultant was contracted to develop a draft brochure and webpage for the No Wrong Door initiative. As part of this process, a focus group was conducted to gather client feedback on naming conventions and the organization of services, ensuring alignment with community needs and preferences.

Subsequently, a new graphic design consultant has been engaged to continue this work. Additionally, due to staff turnover, a new team member has assumed the role of program lead for this initiative.

Brand:
Name and tagline-100% complete

The name “Open Doors” was selected from three options presented to the Board of Supervisors. The original name, “No Wrong Door,” conveys that individuals can easily access the services they are eligible for based on their initial needs, regardless of which department they first encounter. This approach aims to reduce bureaucratic barriers by promoting awareness of the various services available.

The “Serving Sonoma County, Together” tagline reflects the campaign’s collaborative spirit and complements the new SCHSD tagline using the exact phrasing, “Together.”

Logo-100% Complete

Products:

Develop printed Open Door brochure of county safety net services: 40% complete

Develop Open Door webpage on county website: 20% complete

Develop Tool Kit for Staff- 0% complete

Staff Training:

In order to launch a successful Open Door campaign that acts as a referencing resource for staff and truly lives on, client intake staff need to receive regular trainings and reminder on the Open Door. The vision is to create 2-3 minute training videos annually on the diverse array of safety net services. Videos will be required for review by key staff and available on the SoCo Higher Ed training platform. This element of the project will be further developed once the above mentioned products are complete.

Coordination and partnership update

The Open Door project is being spearheaded by the Human Services Department with collaboration from safety net departments including: Department of Health Services, Probation, Department of Child Support Services, Sonoma County Community Development Commission, and the District Attorney’s Office.

Community, equity and climate update

The products of the Open Door piece will be translated into key languages necessary to reach the diverse populations of Sonoma County. Marketing of the brochure and landing page will be done across multiple channels and in multiple languages to grow awareness across racial, ethnic and socio-economic lines.

Funding narrative (If this objective received Strategic Plan funding in year 1 or year 2, please provide a status of expenditures to date.)

The Open Doors Campaign has been allocated a comprehensive budget of $350,000 to support a robust and multifaceted marketing strategy aimed at driving awareness and engagement. Below is a detailed narrative of the key components of the campaign budget:

Foundational Strategy and Branding

• Marketing Campaign Strategy: $5,000 has been invested in developing a core marketing strategy to guide all campaign efforts.
• Campaign Brand & Logo Development: $2,500 was allocated to craft a distinct brand identity, including the campaign’s logo, to establish a consistent and recognizable presence.
• Marketing Campaign Strategy Updates: An additional $2,538 was invoiced for periodic strategy refinements to ensure campaign relevance and effectiveness.

Design and Content Creation

• Visual Design:
  • Video Background Design ($900), Poster Design ($1,080), and Tri-Fold Brochure Design ($2,520) will provide engaging visuals across campaign materials.
  • Directory Brochure Design: $2,160 ensures a high-quality directory to communicate key information effectively.
  • Landing Page Design & Prototype Development: $7,560 supports the creation of a user-friendly, engaging digital platform for the campaign.
• Training Toolkits:
  • $2,520 for staff training content and $2,160 for partner training toolkit development ensures stakeholders are well-equipped to advocate for the campaign.
• Swag and Printing:
  • Swag/Merch Graphic Design ($1,620) and Printing ($4,040) will enhance engagement at events.
  • Wall Installation Printing: A substantial $28,490 has been allocated for impactful wall displays to enhance visibility.

Digital Marketing Efforts

• Social Media Campaigns:
  • Organic Content Creation and Management: Over 12 months, $25,920 is budgeted for content creation and $12,960 for management.
  • Paid Social Media Advertising: $19,440 for ad content creation, $6,480 for management, and $18,000 for ad placement will extend the campaign’s reach.
  • Social Media Boosting: An additional $3,000 has been reserved for boosting organic posts.
• Google Advertising:
  • $6,120 for display ad creation, $3,240 for management, and $12,000 for ad placements over six months.
  • $6,480 for search ad management and $18,000 for search ad placement over 12 months.

Traditional and Local Advertising

• Transit Ads:
  • $2,160 for content creation and $55,202 for a 12-week placement ensures visibility in high-traffic areas.
• Radio Ads:
  • $2,520 for setup and management, with a $42,550 investment in a 10-week buy, targets a broad local audience.
• Streaming Ads:
  • $3,780 for seven months of management and $16,100 for ad placement ensures digital streaming audiences are reached effectively.

Additional Content and Sponsorships

• Blog Content Creation: $12,960 will fund 12 blogs to enhance SEO and engage audiences.
• Local Event Sponsorships: A total of $20,000 across five events will boost grassroots engagement.

Overall Campaign Support

With a well-balanced allocation of resources, the Open Doors Campaign leverages both traditional and digital marketing strategies, ensuring high visibility and impact. The budget of $350,000 reflects a strategic investment in creativity, targeted outreach, and stakeholder engagement to achieve campaign goals effectively.