Post on 12-Sep-2020
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FY19 Marketing Plan 06.14.18
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AGENDA /• Strategy
• Tactical plan
• Measurements of success
• Next Steps
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SITUATION ANALYSIS /
• From the conversations in our planning meeting on April 25th, we:
• Confirmed launch of youth & sub-population efforts
• Firmly defined reporting strategy
• Agreed that we will be identifying all opportunities to test (creative, messaging, tactics)
• Will also evaluate performance after each media flight and make recommendations for improvement
• Re-established focus on efficiency and impact with resources & media spend
REPORTING /
SHORT TERM Immediately available metrics
• Media
• Impressions
• Click Through Rate (CTR)
• Cost per Click (CPC)
MID TERM Performance metrics
• Services
• Calls/Chat/Text/Walk-in/Respite/Mobile
• Wait times/duration
• Outcomes
• Website
• Traffic
• Uniques users (new visitors)
• Time on site
• Referring URL
• Link tracking
LONG TERM Program goals beyond marketing
• Ease burden on 911/EDs
• Increased access to care
• Serving those in behavioral health
emergency
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LGBTQIA+
Concerned public
Hispanics
Working-age men (21-64)
Youth (13-21)
Media-only targeting
Media + Messaging targeting
MARKETING FUNNEL /
General Population
General Population
Call/Chat/Text/Walk-in
Sub-population
Sub-population Engagement
Conversion
Awareness
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OBJECTIVES AND PARAMETERS /Communications Objective
Build statewide awareness of Colorado Crisis Services, inclusive of phone, text, chat services and walk-in centers.
Planning Parameters
• Market: Statewide Colorado
• Budget: $350K (split between general audience & sub-populations)
• Timing: Always on, with heavy-up periods in October 2018, January 2019 & May 2019
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Paid media will build statewide awareness of Colorado Crisis Services, while increasing targeted outreach to specific priority audiences. With a combination of always on and flighted tactics, communication efforts will meet our audiences where they are at and engage them, while not being intrusive.
PAID MEDIA APPROACH /
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PAID MEDIA FLIGHTING /
51%Digital
13%PPC
July Aug Sept Oct Nov Dec Jan MayFeb AprMar June
Transit OOH 25%
Paid Social 4%
7%Influencer
(-~65%)
(+~83%)
(+~170%)
Reporting Round 1
Reporting Round 2
Year-end Reporting
% Budget % Change YOY
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AWARENESS /
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TRANSIT OOH /Supporting general audience awareness efforts, we recommend an urban transit approach to out-of-home. We will reach heavily populated metro areas with street-level tactics and achieve comparable market coverage as last year.
This is a change in our out-of-home strategy from last year of transit, bulletins, and place-based media to transit only — which allows us to invest more in addressable digital media, while still remaining impactful and efficient in the out-of-home space.
Hope to Learn: An understanding of overall impact on foot traffic and call volume, as well as awareness when we focus out-of-home efforts on metro only versus including rural communities — while taking into consideration that rural communities will be reached with digital media.
Audience
• General population, Adults 18+
Timing: October 2018, January 2019, May 2019
Estimated Impressions: 37,012,728
Total Investment: $87,800
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TRANSIT OOH /Recommended Placements:
• Denver Transit: 5x King Kong & 35 King bus sides
• Ft. Collins Transit: 4x Bus King units per month
• Greeley Transit: 4x Bus King units per month
• Colorado Springs Transit: 7 King Kong units per month
• Grand Junction Transit: 10 Bus Shelter units per month
• Pueblo Transit: 6x Bus Shelter units per month
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OOH /
Denver Bus Kongs
Denver, Colorado Springs, Ft. Collins, Greeley & Pueblo Bus Kings
Grand Junction Bus Shelters
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DIGITAL DISPLAY /Placements: Standard Banners (160x600, 300x50, 300x250, 300x600, 320x50, 728x90)
Hope to Learn: With this digital targeting play, we hope to increase awareness and performance with a new partner, as well as continue to A/B test creative messages.
Media + Message Targeting:
• Youth
• LGBTQIA+
Media Targeting:
• Working-age men
• Concerned public
• General Public
KPIs: Clicks, click-thru rate (CTR) impression delivery, cost per impression (CPM)
Timing: October 2018, January 2019, May 2019
Estimated Impressions: 13,000,000
Total Investment: $55,000
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DIGITAL DISPLAY /
Targeting
Demo Contextual
Premium Inventory Prospecting
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PAID SOCIAL / FACEBOOK + INSTAGRAMPlacements: Newsfeed ads
Details:
• Develop custom audiences based on interest and behavioral targeting
• Objective for all audiences set as Brand Awareness, so as not to be too intrusive
Hope to Learn: If social platforms are an effective place to connect with our audiences within their social feeds to meet them where they spend significant amounts of time.
Media + Message Targeting:
• Youth
• LGBTQIA+
• Working-age men
• Concerned public
KPIs: Brand recall, impressions, reach
Timing: October 2018, remainder of flight TBD
Total Investment: $8,500
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PAID SOCIAL / YOUTUBEPlacements: :15 pre-roll video
Details:
• Use audience and geo-targeting to reach Colorado youth on the video content they are consuming
• Objective will be Video Views to engage and educate our audience in what to expect in working with CCS
Hope to Learn: If video content is a strong avenue for story-telling and education, ultimately increasing awareness among our youth audience.
Media + Message Targeting:
• Youth
KPIs: Video views, video completion rate (VCR)
Timing: October 2018, remainder of flight TBD
Total Investment: $6,500
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ENGAGEMENT /
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DIGITAL CLICK TO CALL /Placements: Mobile Banners (300x250, 320x50, expandable 320x50 —> 320x480)
Details:
• Purchased on a cost-per-click (CPC) basis to eliminate messaging waste
• Call-to-Action (CTA) will be “click to call”
Hope to Learn: Testing this engagement tactic will allow for us to see if a mobile-only, click-to-call campaign has a significant impact on call volume and average duration of call (which is provided from the partner).
Media + Message Targeting
• Youth
Media Targeting
• LGBTQIA+
• Working-age men
• Concerned public
KPIs: Clicks, calls (call conversions), call volume, call length
Timing: October 2018, January 2019, May 2019
Estimated Clicks: 161,381
Total Investment: $121,000
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PAID SEARCH (PPC) /Placements: Promoted text ads
Details:
• Target what users are searching, rather than what they are consuming online
• Always on presence allows for continual optimization and increased performance
Ad Groups:
• Youth (ex: teen suicide, youth bullying, cyberbullying)
• Working-age men (ex: men’s mental health, work stress)
• LGBTQIA+ (ex: coming out, transgender therapy)
• Concerned public (ex: child mental health, student bullying)
• Brand / General audience (ex: Colorado Crisis Services, crisis hotline Colorado)
KPIs: Click-thru rate (CTR), clicks, cost per click (CPC), impressions
Timing: July 2018 - June 2019 (all audience ad groups will launch when content available)
Estimated Clicks: 36,960
Total Investment: $46,200 ($3,850/mo.)
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INFLUENCER/Approach: Leverage partnership with managed service partner, Obvious.ly, to engage influencers that best reach our audience. Influencers post CCS content organically on their social channels — primarily Instagram and YouTube as these platforms allow for a more
Details:
• Focus on influencers that have a heavy concentration of youth in Colorado
• Use Instagram & YouTube platforms for influencers to visually and emotionally tell their stories
Hope to Learn: If youth will respond positively to social influencers and view them as a trusted source.
Media + Message Targeting:
• Youth
KPIs: Engagement metrics (likes, comments, video views, etc)
Timing: October 2018 - May 2019
Estimated Impressions: 294,000
Total Investment: $25,000
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WEBSITE /What to expect videos
• Educate potential clients (general audience & youth) on what they should expect when engaging
with CCS
Update Press page to act as resource hub
• Include information about use of CCS logo, hotline, & website information plus short form
descriptions of services and recent reports
Implement UX improvements from FY18 review and conduct website review in spring 2019
• Review & improve mobile experience knowing traffic is increasing from mobile
• Look at updating/reformatting CTAs to better track user behavior while on website
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Website landing pages
• Develop youth-specific landing page housed under coloradocrisisservices.org domain & brand
• Continue to optimize Spanish language experience
• Refine content to incorporate relevant details for additional sub-populations
FAQ updates
• Refine content to incorporate any sub-population specific questions
• Duplicate & update to be relevant for youth audience
WEBSITE /
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DIVERSE ANTI-CONVENTIONALISTS /• By 2020, more than half of the nation’s children are expected to be part of a minority
race or ethnic group. (U.S. Census Bureau, 2015)
• Less than half identify as exclusively heterosexual. (The Innovation Group, 2016)
• Gen Z considers gender to be a subjective and fluid experience, and they view conventional attitudes as insulting. (Cassandra Report, 2013)
“Gen Z is coming of age in a world that rejects convention, authority, and tradition. Frequently deemed as outdated or unrealistic, the
traditional paths are being blown up and these days, there’s no one ‘right way’ to live a life. - Barry Schwartz, Psychologist
Source: Awesomeness TV, 2017
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A GLOBAL PURPOSE /Digital natives have always had access to the larger world around them. As such, they are focused on finding their place and purpose within that larger world. Making it a better place is a sign of a successful life.
Source: Awesomeness TV, 2017
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A GLOBAL PURPOSE /
Source: Awesomeness TV, 2017
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THEY ARE HIGHLY ATTUNED TO THEIR OWN FEELINGS OF STRESS, ANXIETY, OR DEPRESSION.
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YOUTH ENGAGEMENT /
Outreach Objectives
1. Engage & empower youth to be champions of Colorado Crisis Services
2. Build youth ambassadors program for youth to promote CCS in their schools,
activities, & daily life
3. Solicit feedback from youth groups to help inform evolution of campaign and tactics
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Outreach Logistics
• Leverage existing youth groups and efforts (ie. contacts from CDPHE, CO9to25,
etc.) to solicit feedback on campaign materials and tactics
• Use connections to youth networks to recruit youth ambassadors who will help
with dissemination collateral materials and information
• Collaboratively outline full program expectations, assignments, cadence,
incentives
• Key metrics: Participation, examine call/text volume as appropriate, lay
foundation for future brand awareness study with youth (in FY20 or beyond)
YOUTH ENGAGEMENT /
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MARKETING FUNNEL /General Population
General Population
Call/Chat/Text/Walk-in
Engagement
Awareness
Conversion
Sub-population
Sub-population
Digital display
Transit OOH
What to expect videos
Website Updates Influencer Campaign
Youth Activation
PPC
Paid Social
Click to Call
Press Hub
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MEASUREMENTS OF SUCCESS / • Overall: Increase in call volume and foot traffic
• Campaign Delivery: Deliver a minimum of 30MM impressions
• Digital Display: Click-through rate (CTR) & Cost per click (CPC), impressions
• OOH: Impressions
• Paid Search: Click-through rate (CTR), impressions
• Social: Impressions & reach
• Influencer: Engagement metrics
• Videos: Video views
• Press Page: Digital traffic
• Website updates: Analytics year over year
• Youth engagement: Participation
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ESTIMATED IMPRESSION DELIVERY /
Digital Display Social Influencer PPC OOH Total% of Total
Youth 5,522,762 570,000 333,333 — — 6,426,095 12%
Working-age men
2,761,381 210,000 — — — 2,971,381 6%
LGBTQIA+ 2,761,381 210,000 — — — 2,971,381 6%
Concerned public
2,761,381 210,000 — — — 2,971,381 6%
General audience
— 300,000 — 342,222 37,012,728 37,654,950 71%
13,806,905 1,500,000 333,333 342,222 37,012,728 52,995,188 100%
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CONSIDERATIONS /• Create social media channels & identify manager at OBH
• YouTube
• Organization outreach - regional partners & OBH
• PR/media outreach
• Event & conference attendance
• Conduct brand awareness study again in March 2019
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NEXT STEPS /• 6/25 - PPC plan approval
• 6/30 - FY18 end
• 7/2 - Remaining plan feedback
• 7/9 - Plan approval
• 7/10 - Regional partner meeting - share FY19 plan
• 7/23 - FY18 wrap up report finalized
• 8/20 - Social channels established
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APPENDIX /
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SHORT-TERM RESULTS /
FY15 FY16 FY17 FY18 Projected
Impressions 76,888,902* 52,120,770 45,869,970 88,753,519
CTR (Digital Display) 0.27% 0.08% 0.16% 0.21%
CPC (PPC) $1.71 $1.35 $1.36 $1.30
Media Mix TV, digital, PPC, OOH, Radio TV, digital, PPC, OOH, RadioTV, digital, PPC, OOH, Spanish
interviews, printOOH, bar media,
laundromats, digital, PPC
*FY15 included both FY14 & FY15 dollars in media spend
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0
5000
10000
15000
20000
25000
30000
35000
40000
Aug-14
Sep-14
Oct-14
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-1
5
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-1
6
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
Jan-17
Feb-17
Mar-17
Apr-17
May-17
Jun-17
Jul-1
7
Aug-17
Sep-17
Oct-17
Nov-17
Dec-17
Jan-18
Feb-18
Mar-18
Apr-18
May-18
WEBSITESESSIONS
WALK-INVISITS
ACTIVEEPISODESOFCARE-CALL,TEXT,CHAT
MID-TERM RESULTS / 35% increase in
engagement when paid media is in
market
PAID MEDIA IN MARKET
WAITING ON WALK-IN DATA
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HISTORIC MEDIA FLIGHTING /
• Continued 3 flights of OOH + digital
• Removed TV
• Continued always on PPC
• Added bar & laundromat media
• Media spend: $365,000
Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June
PPCTV
OOH
DigitalRadio
InterviewsPrint
FY15 FY16 FY17 FY18
• Shifted to 3 flights of OOH + digital
• Decreased TV to 1 flight
• Continued always on PPC
• Increased Hispanic paid interviews
• Senior effort with print
• Media spend: $405,000
• 4 flights of TV and digital
• Always on PPC
• Hispanic Paid Interview
• Media spend: $406,000
• December start with multiple
tactics including TV
• Always on digital and OOH
• 4 flights of radio
• Media spend: $540,000
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RESEARCH /
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In March 2018, we conducted a brand awareness and equity analysis for CCS. We sent our survey statewide to a sample representative of Colorado’s population.
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The behavioral health space has an awareness problem. Over half of respondents (54%) could not name a single crisis resource.
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UNAIDED AWARENESS /
ADDITIONAL NAMED SERVICES:
2. 911
3. Alcoholics Anonymous
4. Aspen Pointe
5. CCS
6. Veteran’s Affairs/Administration
7. Denver Health
8. National Crisis Helpline (now Suicide Hotline)
9. Aurora Mental Health Center
10.Safe2Tell
1.
National Suicide Prevention Hotline is the most recognized behavioral health crisis service.
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Between the hotline and walk-in center, 258 of 1046 participants were familiar with CCS (aided). (25% of the Colorado population)
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CCS ranks fourth highest among all crisis hotlines, and ranks second among those that address more comparable crises.
AIDED AWARENESS: HOTLINES /
Q: How familiar are you with each of the following behavioral health crisis hotlines? [Top 2 Box]
0
150
300
450
600
Suicide Hotline Safe2Tell DV CCS SA Crisis Text Line NAMI
Very Somewhat
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The medical space is still seen as the gateway to crisis services. (So long as resources are free and easy to find.)
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Q: Which factors are most important when selecting a behavioral health crisis service? Select all that apply.
0
175
350
525
700
Afford
able/
Free
Conve
nient
Availa
ble
Privac
y
Comfo
rtable
No Ins
uran
ceNo
IDOth
er
Unsur
e
EVALUATING A CRISIS SERVICE /Affordability and convenience are key factors in choosing a service, whether it be a hotline or walk-in center.
In the case of CCS, convenience was
slightly more important than affordability. But
overall the service evaluation was
comparable.
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YOUTH RESEARCH HERE
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THE REQUEST / • Establish a baseline understanding of the youth audience and their digital habits using
secondary research
• Identify when, where, and how CCS should communicate with the youth audience
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THEY’RE ACCESSING THESE PLATFORMS ALMOST EXCLUSIVELY ON THEIR PHONES.
Source: Generation Z New Insights into the mobile-first mindset of teens, Google, 2016
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THEIR FAVORITE COMMUNICATION MODES ARE VIDEO, INSTANT MESSAGING, AND TEXTING.
Source: Generation Z New Insights into the mobile-first mindset of teens, Google, 2016
They also cite video content as most engaging on social media (60%)
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A DAY IN THE LIFE /
7am 9am 11am 1pm 3pm 5pm 7pm 9pm 11pm
Flips through Instagram in bed
Listens to “Discover New” on Spotify
Views Snaps and new Tumblr posts while getting ready for school
Reads some pages for school on reading app
Sends quick Snap during recess/break
Attends Skype lecture during afternoon class
FaceTimes BFF while walking to practice
Texts Mom to confirm pick-up after practice
Mom makes me put away my phone for dinner
Plays Minecraft on X-Box against little brother
Scrolls through Twitter feed before first bell
Watches YouTube at lunch table with friends
Adds Boomerang video to Instastory during 7th period
Checks Snapchat streaks during water break
Listens to favorite playlist on the way home from practice
Binges “Stranger Things” on Netflix now that homework is done
Emails homework assignment to teacher
Source: Awesomeness TV, 2017; Think with Google, 2017; Pew, 2017
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HISTORICAL IMPACTS /
2000 2002 2004 2006 2008 2010 2012 2014
WORLD WIDE WEB GOES
PUBLIC (1995)
GOOGLE (1999)
COLUMBINE TRAGEDY
(1999)
Y2K
9/11
1ST IPOD
WIKIPEDIA
FIRST LEGAL SAME SEX WEDDING
IRAQ WAR BEGINS (2003)
YOUTUBE (2005)
HURRICANE KATRINA
(2005)
BARACK OBAMA IS ELECTED
FIRST IPHONE (2007)
RECESSION
NETFLIX (2007)
1ST IPAD (2010)
SNAPCHAT
OSAMBA BIN LADEN KILLED
OCCUPY WALL STREET
2016
GAY MARRIAGE IS LEGALIZED
BLACK LIVES MATTER
MOVEMENT
HILLARY CLINTON RUNS FOR
POTUS
SAN BERNADINO
HURRICANE SANDY
OBAMA RE-ELECTED
SANDY HOOK
SHOOTING
AURORA THEATRE
SHOOTING
BOSTON MARATHON BOMBING
AFFORD-ABLE CARE
ACT
RISE OF ISIS
YOUTUBE STARS GO
MAINSTREAM
2018
TRUMP IS ELECTED
WOMEN’S MARCH
PARKLAND SHOOTING
MARCH FOR OUR LIVES
Source: Awesomeness TV, 2017
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IN GENERAL, YOU CAN FIND YOUNG PEOPLE ON THESE PLATFORMS:
Source: Awesomeness TV, 2017
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AT THE MACRO LEVEL
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THEY EXPECT TO BE CONNECTED AT ALL TIMES.
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THEY ARE USED TO ALWAYS HAVING THE ANSWERS AND THEY KNOW HOW TO GET THERE QUICKLY.
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THEY HAVE ONE FOOT IN THE REAL WORLD AND ONE IN THE DIGITAL SPACE.
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THEY HAVE TWO IDENTITIES: ONE IN PERSON AND ONE ONLINE.
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THEY CAN’T ESCAPE FROM THE BAD THINGS THAT HAPPEN IN THE WORLD.
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CRISIS IN THEIR EYES
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DIVERSE ANTI-CONVENTIONALISTS /• By 2020, more than half of the nation’s children are expected to be part of a minority
race or ethnic group. (U.S. Census Bureau, 2015)
• Less than half identify as exclusively heterosexual. (The Innovation Group, 2016)
• Gen Z considers gender to be a subjective and fluid experience, and they view conventional attitudes as insulting. (Cassandra Report, 2013)
“Gen Z is coming of age in a world that rejects convention, authority, and tradition. Frequently deemed as outdated or unrealistic, the
traditional paths are being blown up and these days, there’s no one ‘right way’ to live a life. - Barry Schwartz, Psychologist
Source: Awesomeness TV, 2017
Cactus © 2018 All Rights Reserved.
A GLOBAL PURPOSE /Digital natives have always had access to the larger world around them. As such, they are focused on finding their place and purpose within that larger world. Making it a better place is a sign of a successful life.
Source: Awesomeness TV, 2017
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THEY EXPERIMENT WITH IDENTITY EARLIER THAN GENERATIONS BEFORE.
Source: Awesomeness TV, 2017
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AS THE FIRST DIGITAL NATIVES, THEY ARE USING TECHNOLOGY TO FIND THEIR WAY ON THEIR OWN, NAVIGATING WITHOUT ROLE MODELS.
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THEY ARE HIGHLY ATTUNED TO THEIR OWN FEELINGS OF STRESS, ANXIETY, OR DEPRESSION.
47% will ignore feelings of hopelessness, sadness or loneliness and hope they go away
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THE SMARTPHONE GENERATION /(Although correlation is not causation) there have been noticeable changes in young people’s behavior since the democratization of the smartphone.
Source: Monitoring the Future, Youth Risk Behavior surveillance System, 2015
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BLUE WHALE CHALLENGE
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WHERE DO THEY TURN FOR HELP / 57% said they would turn to social media for more information about behavioral health.
47% were unsure if they would use a teen text line (represented by need2text.com), but 23% said they would.
WHO DO I TALK TO
2%
5%6%
8%
9%
25%
45%
PEER/CLASSMATE PARENT RELATIVETEACHER COUNSELOR OTHERCOACH
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IMPLICATIONS FOR CCS / THE SUM OF THE PARTS
For young people, crisis starts as stress and mismanagement of personal health. They are already aware of and attuned to their feelings, so CCS must start educating them early about what to do if things eventually build up to a crisis.
NO “OFF” BUTTON
Unlike generations past, where there was a reprieve from the pressures of school and social lives once you got home, Gen Z’s can’t get away. If something is bothering them, it will follow them, which means CCS needs to follow alongside as much as possible.
ON THEIR OWN
This is a highly independent generation, and as the first digital native, they have few role models to help them navigate the digital world. As such, CCS has an opportunity to step into that guidance role with resources and “always-on” availability.
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DIGITAL DISPLAY /Reach & Awareness Tactics
• Prospect Targeting (PT):
• This data-driven approach allows us to efficiently reach our audiences while discovering new high-performing inventory sources and contextual segments to drive optimizations across the board
• Private Marketplace (PMP):
• An invitation-only marketplace where premium publishers make their inventory and audiences available to a select group of advertisers.
• High-impact inventory will include: Conde Nast’s Men Collection PMP and WebMD’s Parenting PMP
• Contextual Targeting (CT):
• Using a set of keywords that align with the campaign objective, contextual relevance is determined at the page level
Intent & Consideration Tactics
• Demographic Targeting (DT):
• Leveraging 3rd party data, this allows us to increase penetration within our core audiences by targeting users based on characteristics such as gender, age, income, language, etc.