Creating Awareness and Retention By Providing Actionable Information For Child Nutrition

The National WIC Association provides its members with tools to expand and sustain effective nutrition services for mothers and young children via the WIC program.  Over 9 million women, infants and children are eligible for the Women, Infants, and Children (WIC) program, a federal nutrition assistance program overseen by the USDA. The challenge is finding and educating WIC-eligible families, so they know about the program and they understand how it can provide them with assistance of the purchasing nutritious food while also delivering educational/parenting resources.

Foundry 360 has served as the agency of record for the National WIC Association for more than five years; we power the strategy and activation of an omni-channel approach to recruiting and retaining WIC-eligible families. The scope of services provided is vast and delivered on a national scale. It includes:

• Concepting the communications strategy across all platforms, which encompasses: content creation, media-based content assets, testing strategies and program optimization
• Educational content strategy across owned and operated sites, as well as printed materials for distribution at WIC Clinics
• Media strategy and buying for print, digital, social, video, SEM and point of care (for both consumer & professional audiences)
• Paid social strategy across all platforms: Content, Creative Testing, Optimization

Each successive year of the program, together with the National WIC Association, has proven the increasing power of the program’s results and the number of families accessing the services continues to rise.  We consistently look for new and emerging ways to connect with new moms who are eligible and together we endeavor to keep the communications warm, relatable and welcoming so new moms find the support available.