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MARKETING - YEAR 1
OUR COMMUNITY ONLINE
ECOSYSTEMONLINE
WEBSITE (OWNED) SOCIAL MEDIA (EARNED) PAID SOCIAL (BOUGHT)
FACE BOOK TARGETING
SOCIAL METRICS
FACE BOOK TARGETING
QUIZ
STUDENTS
WEBSITE
Reach 52,580Clicks 3,179
CPC 34c
Reach 13,887Clicks 517CPC 26c
Reach 18,808Clicks 191CPC $1.45
TWITTER TARGETING
Impressions 335,000Engagements 4,920
CPC $1.38c
YOUTUBE TARGETING
Views 19,000CPV $0.02c
COMMUNITY OUTREACH
BILLBOARDS
WORKSHOPS
COMMUNITY OUTREACH
EXPANDED TO 10 TOWNS
Social media impressions
SCOREBOARD
Website visits
OUR COMMUNITY ONLINE
Completed quiz
2,980,000
13,962
582
Clients Enrolled 37
Clients Eligible 137
redrockbranding.com203 295 4882
SUMMARY
o February March April May June July August September October November December January TOTALSSocial Impressions 480,200 396,900 214,400 156,000 236,400 118,900 212,000 143,700 272,000 213,800 188,900 200,700 2,833,900
Facebook 19,465 92,856 52,864 59,955 63,188 48,764 66,224 48,407 45,802 51,597 549,122
Twitter 13,869 48,953 15,296 15,637 6,494 9,338 6,853 11,708 13,768 15,296 10,587 167,799
Google Plus (organic) 428 112 97 147 65 849
Youtube 499 1,340 1,470 4948 4900 13157
Website Visits *unique 596 664 747 909 1074 1552 875 968 735 1028 904 1054 11106
Total Sessions *include returns 879 935 1002 1202 1365 1829 1195 2052 2155 1351 1841 2205 18011
Quiz Logons 45 308 370 371 365 461 306 100 63 68 28 45 28
Quiz Yourself 25 228 334 337 336 434 276 78 53 56 23 39 2219
Quiz Family 20 73 21 13 24 18 18 10 6 2 2 3 210
Quiz Friends 0 7 15 21 5 9 12 12 6 10 3 3 103
Quiz Completions 38 139 94 46 67 38 78 34 30 18 24 606
Quiz Yourself 38 132 88 46 59 28 78 31 28 18 23 569
Quiz Family 5 7 3 2 0 1 18
Quiz Friends 7 6 0 3 3 0 0 19
Mail Signups 2 3 19 14 18 7 12 10 1 3 3 92
Facebook 109 37 70 48 12 56 41 51 97 125 124 770
Facebook Advertising 122 47 32 43 26 14 180 187 388 315 1354
Twitter 25 11 33 45 28 32 174
Twitter Advertising 31 85 53 43 51 11 46 0 0 n/a n/a n/a 320
Clients Screened 137
Clients Enrolled 2 3 1 3 3 2 3 2 7 6 37
SUMMARY
STRATEGY CAMPAIGN (Advertising) IMPRESSIONS COSTS EFFECTIVENESS NOTESBillboards Overall brand awareness to
support launchTake the quiz 700,000 $2,500.00
Transit Wraps Over all brand awareneds tosupport launch
Take the quiz 2,500,000 $5,200.00
Transit interiors Long form education fortransit passangers
6 formats all providing detailaround symptoms andtreatment
369,000 $2,430.00
New Haven Register Inserts Clear Path graphic to educatearound specific treatementprocess
Older demographic readerCall or TEXT
100,000 $6,420.00
New Haven Living ads Targeting higher incomedemographic
Take the quiz 100,000 $385.00
Inner City News Target African Americanniche readership during MLKpeak readership
The face of ADAM 300,000 $1,000.00
Cinema 15 sec video Focus on movie going youthin low yield/new areas ofNorth Haven and Milford
Awareness and CTA 200,000 $6,000.00
SUMMARYSTRATEGY CAMPAIGN (Advertising METRICS COSTS EFFECTIVENESS NOTES LINKS
FACEBOOK ORGANIC Brand AwarenessAdvocacy
Page Likes (Followers)Comments and SharesREACH
No CostsDirectly
500 Page Likes150,710 Organic Impressions794,991 "Paid" Impressions3,196 Post SharesPost Engagement
Posts areconversational,promote advocacy,education, informationin a warm friendlymanner
https://www.facebook.com/mindmapct/
FACEBOOKADVERTISING
Brand AwarenessCall-to-ActionAdvocacy
Quiz "Self" QuizAnswering/Completions
$955.44 (AvgCPC $0.38)
2,539 clicks to Quiz Page Invite those who maybe expereincingsymptoms of psychosisand want to confirm,feel like "they are notalone"
http://mindmapct.org/quiz-yourself/
Quiz "Family" Specifically Familymembers of potentialpatients in 10 townareato take quiz
$167.38 (AvgCPC $0.58)
287 Clicks to Quiz Page Invited those who maysee signs of psychosispresent in loved onesand want to confirm,check symptoms, feelthey have a place to go
http://mindmapct.org/quiz-family/
PSA Video specifically to call or text $95.13 (Avg.CPC $0.65)
146 Clicks to landing page Clear call-to-action tothose who believe theyare experiencing thesymptoms of psychosisand want to talk tosomeone.
http://mindmapct.org/mentalphysical-health/
College Student Campai Specifically CollegeStudents in 10 town areato call or text
$276.79 (AvgCPC $1.45)
191 Clicks to Landing Page Specific Landing pageshad more urgentmessages.
http://mindmapct.org/college
TWITTER ORGANIC Brand AwarnessAdvocacyNetwork Building
Twitter FollowersRetweets (Twitter versionof Sharing posts)
No costs directly 496 Followers655,144 Post Impressions2,012 Engagements (Organic)446 Link Clicks (Organic)
More of a globaladvocavy effort.
TWITTER ADVERTISING Brand AwarenessCall-to-Action
Self Identifying/FriendAd
Call/Visit Website $552.36 (Avg CPC$1.33)
357 Link Clicks Targeted Only to 8towns in participatingarea. Invited viewers toparticipate in quiz or getmore information
http://mindmapct.org
Parent Video Ad Education/Call/Visit Site $526.32 (AvgCPC $1.38)
391 Link Clicks
YOUTUBE ADVERTISING Brand AwarenessCall to Action
Patient TestimonialVideo :30
Call/Text/Visit Website $212.07 (AvgCPC $0.02)
34,430 Impressions11,802 Video Views124 Clicks to Website
Video ad using bothkey terms used insearch per researchand Google trends, aswell as tracking searchbehaviors via GooglePartner sites.
youtube.com/mindmapct
GOOGLE ADVERTISING Call to Action Dynamically Generatedad directing people towebsite, call or text
Call/Text/Visit Website $126.35 (AvgCPC $0.19)
45,171 Impressions665 Clicks to website
Text Ad using both keyterms used in searchper research andGoogle trends, as wellas tracking searchbehaviors via GooglePartner sites.
RECRUITING ACTIVISTS