Brand Awareness Case Study — CalABLE
Tracking program awareness, quarter by quarter, across California
How it started
CalABLE had an enrollment goal and an outreach budget, but no clear read on how many Californians had heard of the program, what they understood about it, or where they’d come across it.
The Board also needed to know whether social workers, nonprofit staff, and healthcare coordinators could be counted on to carry the message.
What we did
We built a quarterly awareness tracker. In January 2024 we surveyed 527 California adults who have a disability or have a household member who does. We also surveyed 515 Californians who work in nonprofits and healthcare, 267 of whom serve people with disabilities.
The first question was how many people knew CalABLE existed. What happens after they reach the program is a separate study, covered in our case study on redesigning the enrollment experience.
How it’s going
CalABLE has a baseline for individuals, families, and professionals, and awareness was measured quarterly through 2024.
The findings directed which audiences and channels the campaigns targeted, and how we designed future outreach.
