The North Florida/South Georgia Veterans Health System wanted to do more than just maintain a grant-funded digital media initiative — they wanted to grow it. Their goal was to expand awareness of Whole Health services among Veterans, their families, and VA employees across the region. To make that happen, a marketing communications strategy was built that blended traditional outreach with smart digital targeting.

At the heart of the campaign were real Veteran success stories and carefully crafted messaging delivered through virtual addressable geofencing — reaching people on Smart TVs, smartphones, and connected devices in targeted zip codes. The strategy went a step further by zeroing in on audiences based on Tri-Care usage and involvement with Veteran organizations, ensuring the right message was reaching the right people. Every step of the campaign was tracked through dedicated analytics and custom surveys to measure what was working.