Mississippi Department of Human Services
In spring 2025, the Mississippi Department of Human Services (MDHS) hired Moore Media Group to raise awareness about grant opportunities related to workforce development, specifically targeting organizations and stakeholders positioned to respond to open RFPs. Our team developed and executed a digital media campaign across display, retargeting, paid search, and social platforms, designed to reach professionals, nonprofits, and community leaders across Mississippi.
Project Goal
Encourage eligible organizations to attend a virtual interest meeting and sign up for email notifications regarding upcoming grant opportunities through the MDHS Procurement Division. These individuals then would be notified of the opportunity to respond to a Request for Proposal to be posted at the end of the ad campaign.
Tactics
RFP submissions, Virtual Interest Meeting attendees, notification signups, and clicks and impressions generated through paid digital channels.
KPI
Moore Media Group deployed a cross-platform strategy that included:
Display and geofenced ads targeted through third-party data segments and statewide site placements.
Social media advertising with tailored creative focused on audience engagement and direct link clicks.
Real-time optimization based on performance metrics developed by MDHS and Moore Media.
Results
From April 16 to May 31, 2025, 900 individuals signed up for the virtual interest meeting, and over 797 signed up for future notifications.
The Request for Proposal had a significant increase in the number of respondents compared to previous bid processes.
Our campaign delivered over 2.3 million total impressions and 12,000+ total clicks across display and social platforms. Social ads alone drove 11,296 link clicks and reached more than 162,000 people. The campaign garnered interest and conversions across Mississippi, ensuring statewide visibility for the RFP opportunity.