Impact Beyond Impressions

Impact Beyond Impressions

Impact beyond impressions, using data to guide government affairs and communications to effectively engage elected officials, committee staff, and federal agencies.

The Challenge

Our client sought to elevate a Signal-created workforce development video with elected members, Congressional staff, and relevant agency staff. They wanted granular impact measurements beyond impressions to guide their government affairs staff to engage elected officials, professional and committee staff and the leadership of targeted federal agencies. The client wanted to have as much detail as possible to conduct personalized follow-up.

The Solution

Signal’s Communication and Digital teams collaborated to build a campaign that included both targeted digital ad and a direct email, along with highly attuned analytics and contextualized messaging created to drive video views and engagement.

The digital ad campaign utilized geo-fenced ads, customized algorithmic-developed retargeting and collection of publicly available device targeting to enable precise audience targeting and analytics by target group.

The direct email campaign enabled us to create personalized links to the workforce to monitor open rates, click-throughs, and video views. We utilized this information create follow-up emails targeting just those individuals who had not fully engaged with the campaign.

The combination of advanced data-targeting and analytics allowed the client superior information to guide their follow-up with the target audience. A number of the audience members proactively engaged the client thanking them for access to the video, while others responded positively to client requests for post-video meetings.

Signal demonstrated that using a creative interlacing of services we can provide clients a more detailed picture of the impact of their programs that goes beyond merely impressions. The advanced analytics provided information on where to spend additional time and attention to engage key audience members.


  • Communications Strategy
  • Digital Strategy
  • Audience Insights + Advanced Data Analytics
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