RECRUITMENT AND RETENTION CAMPAIGN 2020 END-OF-YEAR REPORT
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RECRUITMENT AND RETENTION
CAMPAIGN 2020 END-OF-YEAR REPORT
TABLE OF CONTENTS
2020 ANALYTICS & NUMBERS 2
SIGNUPWIC.COM 2
FACEBOOK ADVERTISEMENTS 3
NATIONAL FACEBOOK AND INSTAGRAM PAGES 3
PRINT MAGAZINES 3
POINT OF CARE LITERATURE 3
MOMSQUAD EVALUATION 3
WIC PARTICIPATION OVERVIEW 4
COVID-19 RESPONSE 4
MESSAGING TOOLKIT 4
COVID-19 RELATED ICONS 5
2020 LOCAL TOOLKIT ADDITIONS 5
WHAT TO EXPECT IN 2021 5
CAMPAIGN NEWS 5
2021 CAMPAIGN PRIORITIES 5
UPCOMING CONTENT 5
VISIT NWICA.ORG 1
2020 ANALYTICS & NUMBERS SIGNUPWIC.COM: 2016-2020
Over the course of the entire campaign (November
2016-December 2020), there have been 1,675,374 users,
SIGNUPWIC.COM: 2020 2,419,817 sessions, 828,139 requested offices, and 717,463
In 2020, there were 427,719 unique visitors to SignUpWIC. received offices. The top four sources of users were: Google,
com (“users”) and 524,453 visits to the site (“sessions”). Direct, Floridahealth.gov, and Google (organic).
There were 292,603 requested offices (when a user fills out
The top five states in terms of number of sessions were
the zip code on the site) and 240,983 received offices (when
Florida, Texas, North Carolina, Michigan, and Pennsylvania,
a user’s request successfully returns results). The top five
while the top five states in terms of received offices were
sources of users were:
Florida, Texas, Michigan, Pennsylvania, and Arizona. Over
the course of the entire campaign, the requests for locations
» GOOGLE – ADS: Users who came from clicking on a paid trending can be found in the graph below, while the number
advertisement on Google.
of users, sessions, requested offices, and received offices
» DIRECT: Users who arrived from Facebook ads or typed can be seen in Table 2 and Figure 6.
www.SignUpWIC.com directly into their browser.
» FLORIDAHEALTH.GOV: Users who came from the Florida TABLE 2. SIGNUPWIC.COM
Department of Health website. ANALYTICS 2017-2020
» GOOGLE – ORGANIC: Users who came through Google 2017 2018 2019 2020
but not from an advertisement.
USERS 522,989 331,964 326,880 427,719
» DHHS.NE.GOV: Users who came via the Nebraska
SESSIONS 942,426 421,294 402,171 524,453
Department of Health and Human Services.
REQUESTED 147,665 212,230 153,358 292,603
OFFICES
RECEIVED 135,581 178,593 140,930 240,983
OFFICES
Google (search) continues to bring in the most leads to www.
SignUpWIC.com. In the past year they have sent over 271,448
individuals to the site.
The top five states in terms of number of sessions were
Florida, New York, Michigan, Ohio, and San Juan, while the
top five states in terms of received offices were Florida, New
York, Michigan, Nebraska, and Ohio. Over the course of the
year, the requests for locations trended as follows:
TBD
VISIT NWICA.ORG 2
FACEBOOK ADVERTISEMENTS POINT OF CARE LITERATURE
» Foundry 360’s sponsored Facebook and Instagram ads » 3,632 pediatrician and OB-GYN offices received Mom
went out weekly during 2020. The analytics from these Strong and All About WIC brochures in 2020. More than
posts indicate to us what resonates most with our target 2,903,139 brochures were distributed.
audience. The top performing Facebook post from 2020
was #WICSTRONG and was dedicated to the WIC Staff.
During the month of April, this ad campaign saw a total MOMSQUAD EVALUATION
of 11,229,492 impressions alone.
We pushed a COVID-19 survey engaging our Mom Squad
» The highest amount of engagement came from people network and shared these with participating states.
ages 18-24. The 2nd highest engagement was from ages This helped give clinics an insight into what parents and
25-34. caregivers were thinking about and struggling with during
the height of the pandemic:
» Due to the unprecedented events of the year, we wanted
to capitalize on ads that worked, giving us the highest
» PERSONAL EFFECTS OF COVID-19
amount of clicks to SignUpWIC.com AND engagement
on our Facebook page. There was a total of 110,619 » 60% are facing economic hardship.
clicks to SignUpWIC.com.
» 49% find it difficult to provide healthy food for their
family at this time.
» 17% are currently using WIC services.
» The majority of members rate WIC’s delivery service
to be the same as usual at this time (no delays).
» FRIENDS AND LOVED ONES AFFECTED BY COVID-19
» 41% of members know someone who is struggling to
provide healthy food for their family.
» 7% know someone currently using WIC services.
» 14% know someone who is aware of WIC services.
NATIONAL FACEBOOK AND INSTAGRAM
» 4% believe this person is experiencing delays with
PAGES WIC services, but most aren’t sure.
» After paid Google ads, Facebook is the second-highest
lead generator, sending more than 110,619 individuals to
» ADVICE TO IMPROVE WIC SERVICES
SignUpWIC.com. » About half of the Mom Squad members praised WIC
and had no suggestions.
» We continue to build a robust social media following
with paid sponsored ads and daily posts on the WIC » Issues raised: Stores running out of WIC items,
You Got This Facebook and Instagram pages, which we confusion about benefit access.
encourage you to repost from!
» Requests included: Better communication from WIC
about accessing food and delivery options, calls to
check on participants, increase number of items per
month/larger food allowance, and greater variety of
products/foods.
» OTHER SURVEY COMMENTS
» “The WIC office is doing great. Safety seems to be very
important to them. Curbside service so we are not
exposed to more germs than we normally would be.”
PRINT MAGAZINES
» “They called to make sure when we should come in
» WIC advertisements were placed in the following print and let us know if we need anything.”
magazines in 2020 (one ad per magazine):
» “They are providing the best amount and perfect
» Countdown: Circulation of 1,000,000. amount for my 7 month old.”
» Parents: The First Year: Circulation of 1,000,000. » “They’re doing the best they can right now! We
» Parents: Circulation of 2,200,000. appreciate their hard work.”
VISIT NWICA.ORG 3
State agencies who participated all four years in the
WIC PARTICIPATION OVERVIEW campaign experienced the smallest percentage drop (19%)
while state agencies who never participated experienced
The decline in national WIC participation slowed in FY 2020,
a 20% drop, state agencies who participated in year
most likely due to the COVID-19 pandemic. About 150,000
4 only experienced a 22% decline, and state agencies
participants left the program, down from 6.3 million 2019
who participated only during the first three years also
to 6.2 million in 2020. Data from www.fns.usda.gov/pd/wic-
experienced a 22% drop.
program. Please see Figure 1.
COVID-19 RESPONSE
At the beginning of the pandemic, there was a lot of
confusion about how WIC would be administered. Rampant
misinformation spread about clinic closings and EBT benefit
cancellations. People needed to know that although WIC
looked different than it did before this crisis, the program
would remain operating. To address this, NWA created a
messaging toolkit and COVID-19 related icons for WIC staff
to use.
MESSAGING TOOLKIT
Hundreds of WIC staff members have utilized NWA’s WIC
& COVID-19 Messaging Toolkit. This resource helps WIC
agencies communicate with participants and includes
content in English and Spanish on more than 20 topics.
It also provides current participants and eligible families
with accurate, up-to-date information on social media and
counteracts disinformation and myths about the program.
Topics include the dangers of homemade infant formula,
hospital visitor policies, and remote WIC services.
To put 2020 in context, it continued the downward
participation trends from the past nine years. The graph
(Figure 2) illustrates participation trends from the last five
years (as the National Recruitment and Retention (R&R)
Campaign began five years ago).
Almost all states experienced participation declines over
this time period, but state agencies experienced different
magnitudes of declines. When comparing state agencies who
participate in the National R&R Campaign to those who do
not, it appears that the differences are very minor in rates
of participation decline between FY 2015 and FY 2019 (see
Figure 3 and Table 1 below).
VISIT NWICA.ORG 4
COVID-19 RELATED ICONS 2021 CAMPAIGN PRIORITIES
At members’ request, Foundry 360 created COVID-19 specific » DIGITAL: We cut the 2021 print budget in half and put
icons for agencies to use at their discretion. Icons include that money toward digital ads. Due to COVID-19 and
face masks, gloves, handwashing, and social distance the rise of telehealth appointments, we thought your
graphics. These are located under the “Icons” section of the money would be better used on digital rather than paper
resources. We also asked Foundry 360 to incorporate a
R&R Resource Page.
QR code. Eligible WIC participants can scan it with their
phone, and they’ll be taken directly to information about
WIC and SignUpWIC.com.
» VIDEOS: Foundry 360 is creating a video series for social
media. It will be like a “WIC 101” series to simply and
concisely explain the WIC program, its benefits, and
eligibility requirements. The videos will be available for
all participating agencies to use on their website and
social media accounts. We’d love to hear messaging
ideas from you if you have them!
» COMMUNICATION: A big goal for 2021 is more
communication among Campaign participants, NWA,
and Foundry 360. To help with this, we ask that you use
the Campaign email address (campaign@nwica.org)
WHAT WAS ADDED TO LOCAL for all requests so NWA can streamline our response
efforts.
TOOLKIT THIS YEAR
Foundry 360 is also planning a summit call for state WIC
» 52 NEW social media posts were created, including
COVID-19 posts as information about the virus came out. agencies on February 25. Those who join can directly ask
questions and get answers from the folks at Foundry 360. We
» 3 backgrounds for virtual Zoom calls. will send more information on the call soon!
» A fully editable WIC-branded PowerPoint Presentation.
UPCOMING CONTENT
» Various COVID-19 icons.
» SOCIAL MEDIA TOOLKITS: Foundry 360 creates batches
» Four new videos featuring WIC participants telling their of social media posts for each quarter. The Q1 batch will
stories in their own words. The videos are short, making be uploaded within the next week.
them perfect for social media!
» FACEBOOK AND INSTAGRAM: Foundry 360 posts
content to the WIC You Got This pages all year.
WHAT TO EXPECT IN 2021
» DIGITAL WIC ADVERTISING: Digital programmatic,
A lot happened in 2020, and 2021 will be busy too! We expect social media, and other online ads run all year.
2021 to be the best year of the campaign yet.
» BROCHURES: Brochures are included in Countdown and
Parents First Year Magazine Polybags. All brochures
CAMPAIGN NEWS will soon be available as editable PDFs on the R&R
Campaign Resource page.
» R&R CAMPAIGN RESOURCE PAGE: As many of you
know, NWA’s Online Community no longer exists. As » NEW VIDEOS: The newly finalized videos from 2020 are
a temporary solution, the Campaign has a new home now available on the R&R Resources page. For the “WIC
for its resources. You must be logged in to your NWA 101” videos, Foundry 360 will start producing them this
account and can access them at www.nwica.org/ spring.
recruitment-and-retention-program. You can get to that
same page from the “R&R Campaign Resources” button » Q1 NEWSLETTER: We will send our next mass update in
on your member dashboard. March!
» NEW COMMUNICATIONS ASSOCIATE: Maureen Lytle has
joined the Communications team at NWA! A large part of
her role includes the Campaign, and she’s been digging
in! We are so excited to have her on board! Welcome her
at mlytle@nwica.org.
VISIT NWICA.ORG 5
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