In 2025, Advocacy Marketing Partners (AMP) partnered with the City of Westminster, Colorado, to execute a public awareness campaign focused on educating the community about critical resource and infrastructure needs.
Through a strategic combination of direct mail and digital advertising, the campaign reinforced messaging to the community across multiple channels and exceeded industry benchmarks in engagement.
The result was a measurable increase in public awareness and community understanding of the need for investment in local services.
The Problem
The City of Westminster faced a pressing challenge: community infrastructure and emergency response resources were falling behind growing demand. Many of the city’s roads required repair and improvement. In addition, firefighters needed a new firehouse and other critical resources.
A sizeable portion of the community was unaware of the extent of these challenges. Without public support, funding would not be approved and public safety would continue to erode.
The Goal
The goal of the campaign was to build public awareness about the need for a new firehouse, additional firefighter resources and improved roads. By ensuring citizens understood the challenges and solutions, the city aimed to lay the groundwork for stronger public support.
The Strategy
The municipality needed to engage residents with clear, compelling information to raise awareness and build understanding around these needs. To do this, AMP developed a multi-channel marketing strategy, leveraging both direct mail and digital advertising:
- Direct Mail would be used to deliver targeted, impactful messaging directly to residents’ homes
- Digital Advertising would extend the message online through display, video, and targeted placements
The targeting for the public awareness campaign focused on residents of Westminster, with ads that highlighted the urgency of firefighter needs and the importance of road repairs
Meanwhile, integrated messaging ensured that citizens saw consistent, compelling narratives across multiple channels, ensuring repeated exposure and reinforced awareness across multiple platforms.
The Details / Analysis
- Direct Mail
- 2 targeted direct mail pieces delivered to households in Westminster.
- Digital Campaign Performance
- Total Impressions: 526,392
- Total Clicks: 2,863
- Click-Through Rate (CTR): 0.54% (outperforming the 0.3% industry standard)
- View Through Rate (VTR): 92.56% (well above the 66.67% industry standard)
- Average Frequency: 22 (each resident saw the ads multiple times, reinforcing awareness)
This blended approach ensured high visibility, effective engagement, and repeated reinforcement of the city’s message.
The Results
The campaign achieved its goal of significantly improving public awareness about the city’s firefighter resource needs and road improvements. Engagement metrics demonstrated the campaign’s effectiveness, with digital ads outperforming industry standards across multiple benchmarks and direct mail providing trusted, tangible reinforcement.
Citizens were not only reached but persuaded to pay attention, laying the groundwork for informed community dialogue and support.