Wisconsin Department of Health Services
FoodShare Employment and Training (FSET) Enrollment Campaign
Building careers, workforces and families.
The Wisconsin Department of Health Services partnered with CMRignite to address a critical challenge: increasing awareness, trust, and readiness to enroll in FoodShare Employment and Training (FSET) program among eligible FoodShare, also known as Supplemental Nutrition Assistance Program (SNAP), participants statewide.
Through a unified, equity-centered communications strategy, CMRignite combined culturally responsive creative, authentic participant testimonials, and precision-targeted media across digital, broadcast, out-of-home, search, and community channels. The campaign was designed to move audiences along the behavioral funnel — from awareness to engagement and into high-intent action.
Campaign-exposed audiences demonstrated increased familiarity, trust, and intent to enroll in FSET, while website users took concrete next steps such as locating local FSET agencies and returning to explore services. At scale, the campaign generated 42 million impressions, 376,000 ad clicks, and more than doubled returning website traffic, reinforcing confidence and readiness before action.
“As a result of their thorough, insightful, and professional approach to supporting our campaign, I highly recommend the services of CMR to any company seeking marketing services to promote its services and products.”
