We Have Moved: VDH Office of Vital Records
A rapid, bilingual digital campaign that helped Richmond-area residents find a critical public service after an office relocation.
965,280
Impressions
Campaign reach
3,660
Clicks
Audience action
1.02%
Meta CTR
Strongest channel response
Critical services need clear wayfinding
An office relocation can interrupt more than a routine errand when residents rely on a public service for essential records. With people still being directed to the previous location, the campaign had to make the new destination immediate, memorable, and easy to verify.
A fast-track bilingual campaign
Identika created a location-awareness system that worked across the channels residents use every day. Clear English and Spanish messages, familiar VDH branding, and direct calls to the official Vital Records page helped turn a service update into a simple next step.
Reach that drove action
The campaign delivered 965,280 impressions and 3,660 clicks at a 0.38% overall click-through rate. Meta generated 3,073 clicks with a 1.02% click-through rate, while display banners added 587 clicks. The English creative was the top performer, followed by the two Spanish versions.
Make the service name part of the wayfinding
Beyond communicating the new address, the work reinforced the Office of Vital Records name so residents had another practical way to find the right destination when map listings were unreliable.
Sample creative
Work made to connect.
Browse the campaign materials to see the creative in its intended format.
“I'm very thankful and happy with the campaign. Thanks for helping us get the word out!”
State Registrar Director
Office of Vital Records