CCS FY19 Marketing Plan v8 07.05.18 - Colorado · 2007. 5. 18. · (Cassandra Report, 2013) “Gen...

Cactus © 2018 All Rights Reserved.

FY19 Marketing Plan 06.14.18


AGENDA /• Strategy

• Tactical plan

• Measurements of success

• Next Steps


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



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


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


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 /


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


AWARENESS /


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


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


OOH /

Denver Bus Kongs

Denver, Colorado Springs, Ft. Collins, Greeley & Pueblo Bus Kings

Grand Junction Bus Shelters


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)


Estimated Impressions: 13,000,000



DIGITAL DISPLAY /

Targeting

Demo Contextual

Premium Inventory Prospecting


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.


• Youth

• LGBTQIA+

• Working-age men


KPIs: Brand recall, impressions, reach

Timing: October 2018, remainder of flight TBD



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.


• Youth

KPIs: Video views, video completion rate (VCR)

Timing: October 2018, remainder of flight TBD



ENGAGEMENT /


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


KPIs: Clicks, calls (call conversions), call volume, call length


Estimated Clicks: 161,381



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.)


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.


• Youth

KPIs: Engagement metrics (likes, comments, video views, etc)

Timing: October 2018 - May 2019

Estimated Impressions: 294,000



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


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 /

http://coloradocrisisservices.org


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


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.



A GLOBAL PURPOSE /


Cactus © 2018 All Rights Reserved.Source: Awesomeness TV, 2017

THEY ARE HIGHLY ATTUNED TO THEIR OWN FEELINGS OF STRESS, ANXIETY, OR DEPRESSION.


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


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 /


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


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


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%


CONSIDERATIONS /• Create social media channels & identify manager at OBH

• Facebook

• Instagram

• YouTube

• Organization outreach - regional partners & OBH

• PR/media outreach

• Event & conference attendance

• Conduct brand awareness study again in March 2019


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


APPENDIX /


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


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


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


• 4 flights of TV and digital

• Always on PPC

• Hispanic Paid Interview


• December start with multiple

tactics including TV

• Always on digital and OOH

• 4 flights of radio



RESEARCH /


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.


The behavioral health space has an awareness problem. Over half of respondents (54%) could not name a single crisis resource.


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.


Between the hotline and walk-in center, 258 of 1046 participants were familiar with CCS (aided). (25% of the Colorado population)


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


The medical space is still seen as the gateway to crisis services. (So long as resources are free and easy to find.)


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.


YOUTH RESEARCH HERE


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


THEY’RE ACCESSING THESE PLATFORMS ALMOST EXCLUSIVELY ON THEIR PHONES.

Source: Generation Z New Insights into the mobile-first mindset of teens, Google, 2016


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%)


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


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

FACEBOOK

FIRST LEGAL SAME SEX WEDDING

IRAQ WAR BEGINS (2003)

YOUTUBE (2005)

TWITTER

HURRICANE KATRINA

(2005)

BARACK OBAMA IS ELECTED

FIRST IPHONE (2007)

RECESSION

NETFLIX (2007)

INSTAGRAM

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



IN GENERAL, YOU CAN FIND YOUNG PEOPLE ON THESE PLATFORMS:



AT THE MACRO LEVEL


THEY EXPECT TO BE CONNECTED AT ALL TIMES.


THEY ARE USED TO ALWAYS HAVING THE ANSWERS AND THEY KNOW HOW TO GET THERE QUICKLY.


THEY HAVE ONE FOOT IN THE REAL WORLD AND ONE IN THE DIGITAL SPACE.


THEY HAVE TWO IDENTITIES: ONE IN PERSON AND ONE ONLINE.


THEY CAN’T ESCAPE FROM THE BAD THINGS THAT HAPPEN IN THE WORLD.


CRISIS IN THEIR EYES


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



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.



THEY EXPERIMENT WITH IDENTITY EARLIER THAN GENERATIONS BEFORE.



AS THE FIRST DIGITAL NATIVES, THEY ARE USING TECHNOLOGY TO FIND THEIR WAY ON THEIR OWN, NAVIGATING WITHOUT ROLE MODELS.


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


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


BLUE WHALE CHALLENGE


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

http://need2text.com


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.


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.

CCS FY19 Marketing Plan v8 07.05.18 - Colorado · 2007. 5. 18. · (Cassandra Report, 2013) “Gen...

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Transcript of CCS FY19 Marketing Plan v8 07.05.18 - Colorado · 2007. 5. 18. · (Cassandra Report, 2013) “Gen...