NATIONAL ASSOCIATION OF COUNTIES & ARMY …...Army OneSource Government Manager: Shaunya Murrill, Chief, Outreach & Strategic Integration, [email protected] | www

Army OneSource Government Manager: Shaunya Murrill, Chief, Outreach & Strategic Integration, [email protected]

www.MyArmyOneSource.com | www.AOSResourceCenter.com

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NATIONAL ASSOCIATION OF COUNTIES & ARMY ONESOURCE

POST-CAMPAIGN REPORT

17 MAY – 28 JUNE 2016



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POST-CAMPAIGN REPORT

NATIONAL ASSOCIATION OF COUNTIES & ARMY ONESOURCE

OUTREACH MARKETING CAMPAIGN 17 MAY – 28 JUNE 2016

CAMPAIGN SUMMARY

Army OneSource (AOS) is motivated by the belief that partnerships are an essential instrument in our mission to provide comprehensive support to Service members, their Families and Veterans. In early 2015, AOS subject matter experts identified the National Association of Counties (NACo) as a mutually-beneficial partnership with opportunities to focus on sharing data and best practices. To maximize these opportunities, AOS recommended a co-branded outreach campaign. The campaign launched on 17 May 2016, and over the course of seven weeks, AOS and NACo shared resources and information designed to increase the use of data and best practices in developing local policies and practices for improving the lives of Service members, their Families and Veterans. AOS provided NACo with expert copy and creative to be distributed via communication channels owned by NACo. Via NACo’s email automation software, a weekly email sharing state & county resources, tips on using data, ways to use data to secure resources, best practices on intake and screening was distributed to a targeted audience of elected and appointed county leaders and County Veteran Service Officers (CVSOs). Objectives The campaign had mulitple objectives, as follows:

Ensure the understanding, benefits and utilization of the AOS Resource Center data visualization tools, to include tips on using the data and ways to use the data to secure resources, to drive qualified site user traffic to the website

Develop and sustain a meaningful, collaborative relationship with NACo and their staff to strengthen support and increase communication channels (i.e. email, social media) for the AOS Initiative. (With this partnership, AOS provided content (best practices, strategies, data), and NACo distributed that content to their audience/distribution lists through their owned platforms such as their email automation software. This partnership has offered more support via operations and marketing, allowing for high quality products and great overall impact.)



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Position AOS as a thought leader in developing and sustaining successful approaches with best practices to using data, intake and screening that assure statewide capacity to meet the needs of Service members, their Families and Veterans.

Timeline 17 May 2016 – 28 June 2016 Communication Channels

Email

Website – AOS Resource Center (www.AOSResourceCenter.com) Themes & Messages The campaign comprised three key themes and messages, as follows:

Data – NACo, in partnership with Army OneSource, is providing county leaders with data from the Defense Department Manpower Data Center (DMDC) to help inform planning, decision making, resource allocation and to better predict future service needs for Veterans. When used effectively, data on Service members, Veterans and their Families can be a powerful tool to educate community partners, inform planning and decision making, and serve as a motivator to track improvement of programs and services.

Tools & Tactics – Veterans and their Family members may not self-identify, and they can find it difficult to ask for and receive help. Adopting intake and screening practices that identify Veterans and their Family members is essential to making the connection with services and providers who understand Military culture and are trained to work with Military populations.

Prevention – Transition to civilian life can be one of the biggest challenges service members and military families face, and the drawdown of the Armed Forces has increased the need for community-based career transition support. Identifying available jobs, helping employers recruit and retain current and former military and linking transitioning service members to job opportunities all play a key role. In addition, collaboration can result in greater access to ideas and solutions, sharing data and more effective management of resources.

Tracking

Email campaign analytics (i.e. unique views, click-to-views, spam complaints)

Website (AOSResourceCenter.com) analytics (logins, webpage views, clicks)

Web event analytics (registrations, participation, content)

Any additional qualitative data (i.e. comments)

http://www.aosresourcecenter.com/



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CAMPAIGN PERFORMANCE HIGHLIGHTS

Reach

Utilizing NACo’s national network and affiliations, AOS and NACo have shared AOS’s data and resources with over 3,000 individuals in 28 states, including elected officials in 200 counties across the country.

Approximately 233 individuals from over 38 states across the country participated in the two national web events hosted by the AOS Resource Center, in which featured presenters such as Nick Macchione, Director at the Health and Human Services Agency of San Diego County and Jo Moncher, Bureau Chief of the Community Based Military Programs at the New Hampshire Department of Health and Human Services.

Impact

The seven-week email campaign resulted in a 17.7% open rate average which aligns with industry standards. It also produced 919 gross clicks and 669 unique clicks to all corresponding fact sheets located on the AOS Resource Center, proving an engaged audience.

Of the individuals who attended the two AOS Resource Center National Web Events, an average of 97% said that they would attend another web event, and an average of 90% indicated that the events improved their understanding. Some of the comments included, “I thought the organization and presentation was excellent!”, “Wonderful to learn about the variety of data sources that are available”, “Keep getting these wonderful presenters!”, “Topics are informative and helpful”, and “Thanks for leading this!”.

Traffic

The AOS Resource Center data analytics revealed that the target audience remained on the dedicated “Tools for County Leaders” landing page for an average of 4:09 minutes. Not only did the analytics indicate that individuals returned to the landing page, it also demonstrated that the target audience spent substantial time on the webpage.



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EMAIL – WEEK ONE

Theme: Data Email Subject Line: “New Data Helps Counties Meet the Needs of Veterans” Launch: Tuesday, 17 May 2016

[Right Image: Email; Left Image: Corresponding Fact Sheet] Email Analytics:

3,152 emails sent

2,859 emails delivered (90.7% of total sent)

20.4% opened (584 opens)

243 gross clicks

168 unique clicks



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EMAIL – WEEK TWO

Theme: Data Email Subject Line: “Tips on How to Use Service Member and Veteran Data” Launch: Tuesday, 24 May 2016

[Right Image: Email; Left Image: Corresponding Fact Sheet] Email Analytics:

3,137 emails sent



136 gross clicks

117 unique clicks



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EMAIL – WEEK THREE

Theme: Data Email Subject Line: “Strengthen your Funding Request with Service member and Veteran Data” Launch: Tuesday, 31 May 2016

[Right Image: Email; Left Image: Corresponding Fact Sheet]

Email Analytics:

3,006 emails sent



164 gross clicks

84 unique clicks



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EMAIL – WEEK FOUR

Theme: Tools & Tactics Email Subject Line: “Ask the Question - Identifying Veterans through Intake and Screening” Launch: Tuesday, 07 June 2016


Email Analytics:

2,987 emails sent



158 gross clicks

120 unique clicks



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EMAIL – WEEK FIVE

Theme: Tools & Tactics Email Subject Line: “Upcoming Webinar: Understanding the Needs of Military Populations” Launch: Tuesday, 14 June 2016


Email Analytics:

2,969 emails sent



64 gross clicks

55 unique clicks



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EMAIL – WEEK SIX

Theme: Prevention Email Subject Line: “Getting Ahead: Working with Military before Separation” Launch: Tuesday, 21 June 2016


Email Analytics:

2,896 emails sent



77 gross clicks

66 unique clicks



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EMAIL – WEEK SEVEN

Theme: Prevention Email Subject Line: “Collaborative Strategies to Improve Outcomes for Veterans” Launch: Tuesday, 28 June 2016


Email Analytics:

2,897 emails sent



77 gross clicks

59 unique clicks



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WEB EVENT, PART ONE

Theme: Data Web Event Title: “How Data Helps Get Better Outcomes for Service Members and Veterans” Web Event Date: Wednesday, 08 June 2016

[Image: Web Event Flier] Web Event Summary: The one hour web event included presentations from experts providing information on real-world examples of effective practices in collecting and using data, strategies and best practices from practitioners and leaders who have improved outcomes for Veterans and Service members, in part, by focusing on key data elements, and practical tools that can be used in your own local and state efforts.



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The moderator, Toni Martorelli, Army OneSource Senior Level Analyst, Albuquerque, New Mexico, facilitated presentations from:

Robert Sharak, Director of Workforce Analytics at Opportunity Inc. of Hampton Roads, Chesapeake, Virginia

Nick Macchione, Director at the Health and Human Services Agency of San Diego County along with assistance from Anabel Poole, Chief Agency Operations of the Office of Business Intelligence at Health and Human Services Agency of San Diego County

Web Event Analytics:

136 registrants

83 attended (61% conversion)

98% indicated they would attend another event

92% stated that the event improved their understanding of the topic

Content, materials and tech execution received a 4.2 of 5.0 total

Participants were from 28 States, representing the Federal Government, Education, State & Local Government, Consulting, Legal, Call Center Outsourcing and other industries.

Comments from the post-event evaluations included: “You are doing great”, “I thought the organization and presentation was excellent!”, and “Wonderful to learn about the variety of data sources that are available”.

A recording of the event and presentation slides are available for download from the Army OneSource Resource Center under “LEARN” / “Training Library” / “Building Relationships Library”.



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WEB EVENT, PART TWO

Theme: Tools & Tactics Web Event Title: “Understanding Military Populations: One Size Fits All is Really One Size Fits None” Web Event Date: Wednesday, 22 June 2016

[Image: Web Event Flier] Web Event Summary: The one hour web event included presentations from experts, providing information on Military populations and their unique needs, tactics to address unique issues and needs, and ways that local organizations can partner and target for success.



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The moderator, Toni Martorelli, Army OneSource Senior Level Analyst, Albuquerque, New Mexico, facilitated presentations from:

Jo Moncher, Bureau Chief of the Community Based Military Programs at the New Hampshire Department of Health and Human Services

Marilyn Harp, Executive Director at Kansas Legal Services Web Event Analytics:

265 registrants

150 attended (61% conversion)

96% indicated they would attend another event

87% stated that the event improved their understanding of the topic

Content, materials and tech execution received a 4.0 of 5.0 total

Participants were from 38 States and District of Columbia, representing State & Local Government, Federal Government, Financial Services, Education, Consulting, various Medical and other industries.

Comments from the post-event evaluations included: “Keep getting these wonderful presenters!”, “Topics are informative and helpful”, and “Thanks for leading this!”.

A recording of the event and presentation slides are available for download from the Army OneSource Resource Center under “LEARN” / “Training Library” / “Building Relationships Library”.



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WEBSITE

AOS Resource Center (www.AOSResourceCenter.com) A dedicated landing page named “Tools for County Leaders” was designed to house training tools, case studies and best practices to help guide the work of the targeted audience as they support Service members, their Families and Veterans. http://www.aosresourcecenter.com/engage/tools/for-county-leaders Website Analytics:

171 page views

98 unique page views

4:09 minutes average on page *Note: The email campaign directed end users to the weekly complementary fact sheet URL; therefore, the website analytics are an indication that the end user returned to the landing page.

http://www.aosresourcecenter.com/

http://www.aosresourcecenter.com/engage/tools/for-county-leaders



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CO-BRANDED PARTNERSHIP

About Army OneSource Army OneSource (AOS) is a Secretary of the Army Initiative to provide comprehensive community support and service delivery for Service members, their Families and Veterans regardless of component or geographic location. Through State Community Support Coordinators, AOS is committed to heightening awareness and developing cohesive community support systems across the country to effectively address and serve the unique challenges of Military life in behavioral health, financial, legal and faith-based focus areas. By utilizing services at Military Installations, MyArmyOneSource.com – an inclusive web-based platform, and state alliances comprised of key Military and civilian stakeholders, AOS is strengthening our state’s military population and connecting our Service members, their Families and Veterans with the best resources. About National Association of Counties The National Association of Counties (NACo) unites America’s 3,069 county governments. Founded in 1935, NACo brings county officials together to advocate with a collective voice on national policy, exchange ideas and build new leadership skills, pursue transformational county solutions, enrich the public’s understanding of county government, and exercise exemplary leadership in public service.



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Army OneSource Government Manager:

Shaunya Murrill, Chief, Outreach & Strategic Integration, [email protected]

MyArmyOneSource.com | AOSResourceCenter.com

Documents

NATIONAL ASSOCIATION OF COUNTIES & ARMY …...Army OneSource Government Manager: Shaunya Murrill, Chief, Outreach & Strategic Integration, [email protected] | www