CONCUSSION PROGRAM: Marketing & Content Strategy Overview

• Integrated Marketing Strategy Components • Target Markets for Concussion Management and Baseline Testing • Concussion Resources • Obtaining Lists of Target Markets • Print Collateral • Social Media • Online Ad Campaigns • Blog • Blog Post Talking Points • Keyword Research • Web Page Content • Analytics • Competitors • Developing Buyer Personas • How Do We Create Buyer Personas? • Sample Buyer Personas • Creating Content for Different Stages of the Marketing Funnel • Common Mistakes Made in the Marketing Funnel

Integrated Marketing Strategy Components The strategy for developing and distributing Concussion content will be integrated with defined marketing tactics to achieve the goals of the Concussion program:

• to drive concussion patients to our rehab clinics for concussion rehabilitation • to drive target audiences and the general public to designated clinics to obtain baseline testing

for concussion management • to perform 5,000 baseline tests in Canada annually, beginning with pilot program launch in BC

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Target Markets for Concussion Management

• Child/student athlete (age 14-24) on a sports team

• Parent of child athlete on a school • Sports coach • College athlete • Professional athlete • Regular person who can have an

accident

Target Markets for Baseline Testing Kids’ sports programs through organizations and schools

• YMCA youth leagues • Church leagues • Associations like little league baseball • Leagues like provincial junior hockey • Schools • Universities • National association of athletic

directors Professional sports teams Hospital emergency departments Insurance companies

Concussion Resources ImPACT http://www.sportsbrain.com/Concussion-Baseline-Testing-Survey http://www.cattonline.com/ http://physicians.cattonline.com/resources

http://www.parachutecanada.org/resources BC Concussion Advisory Network • This search may be useful in identifying

influencer groups to approach, to help spread the word of our program and its services.

Obtaining Lists of Target Markets Searches were done to identify some starting points in BC to assist Cole in obtaining lists for the target markets for baseline testing:

• BC athletic director list • BC sports teams list • BC schools list • BC university sports teams list • BCschoolsports.ca • Canada concussion parents blogs • BC minor hockey and minor baseball • Baseline testing for BC minor sports

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Print Collateral

• Concussion Management trifold brochure • Baseline Testing trifold brochure • Poster

o To be available at relevant clinics o To be available for download on concussion web pages o To become available (later) at sports organizations, school organizations, emergency rooms,

etc. o To be mailed to target lists with a letter (optional)

Social Media Autumn 2014 Plans following new launch:

• Continue daily posts/interaction/sharing on Twitter, Facebook, Google Plus, and LinkedIn o Our blog views are at 330 at end of July 2014, up from 155 in June o We now have 21 Twitter followers, up from 14 in June

Twitter influencer: @CoachesofCanada have 2,549 followers o We have 14 Facebook likes, up from 9 in June o Our YouTube channel has been viewed 89 times, up from 61 in June o Our LinkedIn group now has 5 members

• Continue biweekly posts on concussion blog • Activate baseline testing contact form at our Concussion blog • Coordinate with provincial coordinators (on Facebook) to promote individual times and clinic

locations that are doing baseline testing, see @Sports_Brain example on Twitter:

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Online Ads

PAID ADS AT GOOGLE ADWORDS

• August 2014 create Concussion pay-per-click campaign o Keyword research o Keyword analysis by match type o Setup at Google AdWords by granular ad group o Ad creation

• Sept 15/14-Dec 15/14 run 3-month pay-per-click campaign at Google AdWords

o Daily ad monitoring by performance/bid adjustment o Monthly reporting on campaign performance

CONCUSSION SURVEY TO RESIDE AT OUR BLOG OR SURVEY MONKEY

• Identify the purpose of having a concussion survey • Identify the target market of a potential concussion survey and target some Google ads to the

survey • Oct 15/14 create a concussion survey about baseline testing practices like

http://www.sportsbrain.com/Concussion-Baseline-Testing-Survey

PAID ONLINE ADS AT POINTSTREAK

• We have identified a good online vehicle as Pointstreak.com, a Canadian sports website with a large reach across sports fan sectors. Pointstreak.com has indicated that they can geotarget ads to audiences in BC and Ontario. They get 600-700 thousand unique Canadian visitors monthly, with average page views per month in the 4 million range (70% ON/East and 30% West) in Canada.

Details of the Pointstreak online advertising component:

o Their primary audience is in the 14-24 range o All ads would be geotargeted as per our instructions o All ads will be created in-house for sizes below

• Nov 1/14 start online ads at pointstreak.com

All hockey sites/stats Leaderboard ad 728x90 11/1/2014 – 12/31/2014 All hockey sites/stats Box ad 300x250 11/1/2014 – 12/31/2014 All hockey sites/stats Skyscraper ad 160x600 11/1/2-14 – 12/31/2-14

• Monthly reporting on ad performance

Blog - http://lifemarkconcussion.blogspot.ca/

• Concussion Location tabs have been set up on the blog – BC locations and Alberta locations • A Resources area on the blog has been set up and is being promoted on social channels • Bi-weekly posts, ideally alternating concussion management and baseline testing content • ImPACT (baseline testing provider) is allowing us to utilize their large library of materials –

proper usage and acknowledgement still to be provided • Margaret writing initial blog posts based on (non-ImPACT) material, with Judy approving each

post • A list of blog post talking points has been written that can be revised if needed

Blog Post Talking Points

Concussion

• Concussion signs and symptoms (written)

• Can a concussion heal by itself? • Concussion tests • What can I expect in a concussion

assessment? • How long does concussion recovery

take? • Do I have to go to the hospital after a

concussion? • What is post concussion syndrome? • How concussion rehabilitation helps

recovery • How can a physiotherapist help after

concussion? • I thought vestibular rehab was about

the inner ear. How does the inner ear affect concussion rehabilitation?

• Exercise after concussion • How neck and spine muscles affect

concussion • Concussion management: what does it

mean? • If physical symptoms disappear, is my

concussion healed?

• Brain Injury 101 • Helpful research • Long term effects of second and third

concussions

Baseline Testing (same Concussion blog)

• What is concussion baseline testing? • Concussion management mandate for

baseline testing • When should baseline testing be done? • How concussion baseline testing

information is used • What type of teams are mandated for

baseline testing • Concussion assessments (parts) in

baseline testing • How often should baseline testing be

done? • How old should you be for baseline

testing? • Is baseline testing harmful in any way? • Neurocognitive assessment and

concussion • Balance assessment and concussion • Visual assessment and concussion

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Keyword Research Initial keyword research has identified “concussion symptoms” as the most powerful keyword phrase to include in our blog and website text, with the following other keyword phrases to be included:

o Post concussion syndrome o Signs of a concussion o Concussion recovery o Symptoms of a concussion o Concussion test o Concussion treatment

Web Page Content Autumn 2014 Plans: The concussion web page at http://www.lifemarkphysio.ca/services/concussion has not been changed yet. Upcoming changes will include the social media buttons linking to all social channels.

• If we are promoting Baseline Testing in our Google AdWords ad campaign we will need a web page for baseline testing, ideally with links to the locations listed who offer the service

• Need to add “Concussion Rehabilitation” (and “Baseline Testing” where appropriate) to clinic location pages, (and the locations to the concussion web page)

Spring 2015 Plans:

DEVELOPMENT OF MORE CONCUSSION WEB PAGES AT NEW WEBSITE

• Creation of new web page content at new lifemark.ca site for: o Concussion management

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o Baseline testing • Creation of sign-up forms at concussion website landing pages (for newsletters/emails) • Regular promotion of new concussion website content on all social media channels

QUARTERLY ONLINE CONCUSSION NEWSLETTER

• April/14 or earlier, start quarterly concussion newsletter to be set up at new lifemark.ca (or through a dedicated email provider like Constant Contact) similar to Sportsbrain newsletter

• If earlier, could possibly be set up at our blog

SMALL CONCUSSION VIDEOS WITH CLINICIANS TALKING TO CAMERA

• Campaign to encourage clinicians to make concussion videos

Summer 2015 Plans:

• Migration of concussion blog from Blogger to new lifemark.ca site

Analytics

• Monthly analytics on the web page views, blog views, Twitter followers, Google+ engagement, Facebook likes, LinkedIn activity, YouTube views, and the level of engagement will be provided to the team.

Competitors Shift (in Ontario) Search of baseline testing in BC

Developing Buyer Personas

Buyer personas help us to create the right content for different people we are writing to according to their different needs. If we don’t understand who we’re speaking to, it’s hard to craft a message that really resonates. Ideally, we would want 4 or 5 buyer personas for each division to inform our content marketing strategies. A content marketing strategy means “what we are writing” and “who we are writing to”. It’s all about being relevant.

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How Do We Create Buyer Personas?

Buyer personas are created through research, surveys, and interviews of our target audience. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns. From our research we would try to answer these questions:

Background • Basic details about persona’s role (for

concussion the role might be: professional athlete, college athlete, high school athlete, primary school athlete, junior league athlete, parent, coach regular consumer)

• Key information about the persona’s company, organization or school

• Relevant background info, like education or hobbies

Demographics

• Gender • Age Range • HH Income (Consider a spouse’s

income, if relevant) • Urbanicity (Is your persona urban,

suburban, or rural?) Identifiers

• Buzz words • Mannerisms

Goals

• Persona’s primary goal • Persona’s secondary goal

Challenges

• Primary challenge to persona’s success

• Secondary challenge to persona’s success

How We Help

• How you solve your persona’s challenges

• How you help your persona achieve goals

Real Quotes

• Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona.

Common Objections

• Identify the most common objections your persona will raise during the sales process.

Marketing Message

• How should you describe your solution to your persona?

Elevator Pitch

• Make describing your solution simple and consistent across everyone in your company.

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Sample Buyer Personas

How and what we write for Buyer Persona 1 and Buyer Persona 2 would be different (see two full sample personas below).

• SAMPLE BUYER PERSONA 1: A MINOR MIDGET AA LEAGUE HOCKEY PLAYER • SAMPLE BUYER PERSONA 2: PARENT • SAMPLE BUYER PERSONA 3: SPORTS COACH • SAMPLE BUYER PERSONA 4: PROFESSIONAL ATHLETE • SAMPLE BUYER PERSONA 5: COLLEGE ATHLETE

SAMPLE BUYER PERSONA 1: A MINOR MIDGET AA LEAGUE HOCKEY PLAYER (THIS IS A SAMPLE ONLY & WOULD HAVE TO BE CREATED BY INTERVIEWING REAL PEOPLE) Background

• Hockey player in Minor Midget AA Hockey League • Has played hockey for 12 years; worked his way up through the ranks to minor midget AA level • Lives with his parents and attends high school; has one sister 4 years younger than he is

Demographics

• Male • Age 17 • Suburban

Identifiers

• Active and preoccupied; likes being with his girlfriend and his friends; spends a lot of time on his computer and iPhone when not playing hockey or with friends

• Obtains all of his news & information online through both desktop and cell phone • Carpools with other players’ families to get to hockey games; his parents drive him to hockey

practices; he is part of a tight-knit hockey league group of parents and players who all share information

Goals

• Win the game; be on the ice as much as possible and play the best hockey game • Avoid injuries • Have fun

Challenges

• Overcoming a previous knee injury How We Help

• Make it easy to get a baseline test, so that if he has an accident in a game, there will be data to help determine if he has had a concussion

• Provide concussion management services

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• Integrate baseline testing, concussion management with physiotherapy services for his knee injury

Real Quotes

• “I don’t really have time to get a baseline test or whatever you call it.” • “I’m not sure how much longer I can play hockey because my knee hurts when I play.”

Common Objections

• I think everyone is making a big deal about concussions but I don’t know anyone who has even had one

• I don’t see why we even need to have a baseline test Marketing Message

• The Importance of Baseline Testing for Concussion Management Elevator Pitch

• We provide concussion rehabilitation to help the 10% of concussion sufferers who experience persistent symptoms to have an optimal recovery. Our baseline testing services provide data on healthy individuals to help determine if a concussion has occurred and assist coaches and medical staff to manage symptoms.

SAMPLE BUYER PERSONA 2: PARENT OF DAUGHTER WHO PLAYS ON HIGH SCHOOL SOCCER TEAM (THIS IS A SAMPLE ONLY & WOULD HAVE TO BE CREATED BY INTERVIEWING REAL PEOPLE) Background

• Full-time writer of her own concussion awareness blog (e.g. see example 1, example 2) • Has worked at this since her daughter had a concussion 2 years ago • Married with 2 children (age 20 and 16)

Demographics

• Female • Age 25-40 • Urban

Identifiers

• Posts daily to her concussion-related Blog, Facebook and Twitter pages • A driven person with strong opinions on advocacy; considered an Online Influencer in

concussion circles • Obtains most of her news & information online through both desktop and cell phone • Has spent a lot of time pursuing care for her daughter’s post-concussion care

Goals

• Obtain care to ensure her daughter recovers from her symptoms and never experiences a concussion again

• To spread the word about the importance of avoiding concussions wherever possible

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• To advocate for parents of children with post-concussion syndrome Challenges

• Resolving her daughter’s ongoing symptoms • Getting the general Canadian public to listen to her message • Finding Canadian resources to work with to help reduce the incidence of concussion

How We Help

• Provide concussion management services • Integrate our baseline testing & concussion rehabilitation clinics, web pages and digital reach

with her social media audience as an Influencer Real Quotes

• “If we can get all Canadians to really listen, we can make a difference in both reducing and managing concussions better.”

Common Objections • I’m not sure if your company agenda can really sync with my concerns as a parent • How can you really help my daughter?

Marketing Message

• We Care About You – We Can Help Elevator Pitch

• We provide concussion rehabilitation to help the 10% of concussion sufferers who experience persistent symptoms to have an optimal recovery. Our baseline testing services provide data on healthy individuals to help determine if a concussion has occurred and assist coaches and medical staff to manage symptoms.

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Creating Content for Different Stages of the Marketing Funnel According to socialmediatoday.com, understanding the marketing funnel is the main priority in creating a content strategy. The three main areas of the funnel are awareness, evaluation, and sale.

The Top of the Funnel is

• For any readers are prospects who do not know much about our services • General topics regarding our products and services • Related topics that might interest a wide variety of people

The Middle of the Funnel is

• More targeted information designed to give more information • In-depth white papers or ebooks with specific purpose

The Bottom of the Funnel is

• Content for leads who are ready to use our services • Free trials, discounts and demonstrations

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Common Mistakes Made in the Marketing Funnel Many marketers provide “Top of the Funnel” and “Bottom of the Funnel” content without creating anything for the “Middle of the Funnel”, because it’s easier to create content that appeals to the masses and then throw in a couple of discounts or coupons to drive them to a clinic. The Middle of the Funnel is the most neglected area because it’s more difficult to create good content for it. Some examples of Middle of the Funnel content are:

• eBooks • Reviews • Frequently Asked Questions • Videos • Subscriptions • Case Studies • White Papers • Testimonials • Reviews

The Middle of the Funnel content gives prospects more in-depth, detailed information about our services that will keep them coming back until they decide to buy. Typically, we would have the user enter their information into a form before they download a White Paper or eBook. By tracking whether they used our service or not, we would be able to determine the piece of content that worked in driving users to our clinics. Then the same content could be used over and over again.

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