FY2019 Digital Marketing Metrics Report: October 2018 - June 2019

Prepared by Channel Communications

Drug Take Back Days - Geo-fencingDate Range Ad Size Impressions Clicks CTR

Oct. 3 - Oct. 27, 2018 320x50 99,357 165 0.17%

300x250 28,696 33 0.11%

728x90 11,572 27 0.23%

300x600 545 1 0.18%

140,170 226 0.16%

Drug Take Back - Banner Ads (Behavioral)Date Range Ad Size Impressions Clicks CTR

Oct. 3 - Oct. 27, 2018 320x50 81,717 160 0.20%

300x250 43,972 35 0.08%

728x90 24,380 49 0.20%

300x600 1,761 3 0.17%

151,830 247 0.16%

Drug Take Back - Facebook Pay-Per-ClickDate Range Link Clicks Unique Clicks Reach Impressions Frequency Reactions Shares Comments

Oct. 3 - Oct. 27, 2018 288 226 9,752 22,119 2.27 54 81 1

Total

Total

Facts About Opioids - December 2018 Facebook & Twitter Promotions

Twitter Engagement Facebook EngagementPost Date Promoted Impressions *Reach Site or Profile Clicks Comments Likes Total Engagements Post Date Promoted Impressions Reach All Clicks Shares Comments Likes Total Engagements

5-Dec Yes 2,270 1,852 49 0 2 129 5-Dec Yes 1,757 1,316 26 7 2 14 31

7-Dec Yes 1,281 83 15 0 3 80 7-Dec Yes 1,222 1,006 11 0 1 17 31

12-Dec Yes 2,157 82 16 0 3 73 12-Dec Yes 1,267 898 13 5 0 19 42

13-Dec Yes 2,008 82 11 0 3 131 13-Dec Yes 1,832 1,374 26 7 0 31 65

19-Dec Yes 1,499 110 25 0 2 80 19-Dec Yes 1,849 1,446 22 16 0 1 39

21-Dec Yes 2,149 89 6 0 4 46 21-Dec Yes 1,699 1335 11 2 0 18 32

25-Dec No 171 94 0 0 0 2 25-Dec No 50 28 0 0 0 0 0

27-Dec Yes 2,135 17,520 3 0 4 70 27-Dec Yes 2,805 2,170 36 6 2 12 67

13,670 19,912 125 0 21 611 12,481 9,573 145 43 5 112 307

Promotion overview *Due to Twitter not providing reach in its data, we use a third party social analytics tool

• Promoted/boosted for a 2 to 3-day period from the posting date. to provide the projected reach.

• If message mentioned specific day of the week, it was promoted for 24-hours or less.

• If a holiday post was promoted, that paid promotion ran for 24-hours or less.

Target specs

• Ages 18-40, male and female, Frederick County, Maryland.

Date Messaging

5-Dec

The number of #drug overdose deaths in the #US was so high in 2017 that it contributed to a drop in #life expectancy — for the third year in a row. The leading cause was synthetic

#opioids, primarily #fentanyls. #fact #knowledge

7-Dec Misuse of prescription drugs can lead to addiction, overdosing, and even death. #StayInTheKnow

12-Dec

The CDC estimates the total economic burden of #prescription #opioid misuse in the #US is $78.5 billion a year, including the costs of health care, lost productivity, addiction

treatment, and criminal justice involvement.

13-Dec #Fact: #Opioids can cause drowsiness, mental confusion, nausea, constipation, and respiratory depression. #FactsAboutOpioids #truth

19-Dec Secure your #meds the way you would valuables in your #home (not in a medicine cabinet). A locked cabinet or drawer is a good start. #Tips #knowledge #StayInTheKnow

21-Dec Prescription #opioids are chemically closely related to #heroin, and their effects, especially when misused, can be very similar. #FactsAboutOpioids

25-Dec To our #friends, #followers, and #families: #MerryChristmas and #HappyHolidays to all! Wishing each of you the very best. Have fun and stay safe! #HolidayCheer #holidays #love

27-Dec #DidYouKnow? Overdoses from opioids killed more #people than guns or car accidents. Every day, more than 115 people in the #UnitedStates die after overdosing on #opioids.

Think Before You Drink - Geo-fencingGeo-fenced Event/Location Date Radius Ad Sizes Impressions Clicks CTR%

Downtown Frederick (zip: 21701) 3 miles 728x90 18,678 29 0.16

Mount Saint Mary’s University (zip: 21727) 2 miles 300x250 71,168 65 0.09

300x50 35,745 42 0.12

300x100 535 0 0.00

Total 126,126 136 0.11

Geo-fenced Event/Location Date Radius Ad Sizes Impressions Clicks CTR%

Downtown Frederick (zip: 21701) 3 miles 728x90 26,860 50 0.19

300x250 68,696 84 0.12

300x50 33,193 29 0.09

160x600 2,822 6 0.21

Total 131,571 169 0.13

Nov.3 - Nov. 22, 2018

Dec.10 - Dec.31, 2018

Think Before You Drink - November 2018 Instagram & Twitter Promotions

Instagram Engagement Twitter EngagementPost Date Impressions Reach Site or Profile Clicks Comments Likes Total Engagements Post Date Impressions Reach Profile Clicks Retweets Likes Total Engagements

14-Nov 6,547 4,324 38 0 2 2 14-Nov 5,508 11 3 0 1 52

15-Nov 2,715 1,892 7 0 8 8 15-Nov 6,661 11 2 0 3 61

16-Nov 2,348 1,495 5 0 6 6 16-Nov 5,330 11 4 0 3 48

21-Nov 26 26 0 0 5 5 21-Nov 527 11 0 0 0 7

22-Nov 3,365 2,480 5 0 3 3 22-Nov 263 11 0 0 0 6

23-Nov 2,396 1,499 7 0 1 1 23-Nov 18,848 24,318 52 0 323 904

28-Nov 3,241 2,074 7 0 4 5 28-Nov 18,596 33,835 63 1 506 1,398

29-Nov 2,457 1,850 6 0 7 7 29-Nov 353 67 0 0 0 5

23,095 15,640 75 0 36 37 56,086 58,275 124 1 836 2,481

Promotion overview

• Promoted/boosted for a 2 to 3-day period from the posting date.

• If message mentioned specific day of the week, it was promoted for 24-hours or less.

• If a holiday post was promoted, that paid promotion ran for 24-hours or less.

Target specs

• Ages 18-25, male and female, Frederick County, Maryland.

Date Messaging

14-Nov Risking your #life over #drinking doesn't seem like a good idea, does it? So, have a plan to get #home #safe before you head out. You're worth it. #ThinkBeforeYouDrink

15-Nov Hitting a #happyhour later? The #deals might look tempting but remember: lose count, lose control. Play it #safe.16-Nov Responsible #drinking #tip alert: if you plan to #drink, alternate alcoholic #drinks with non-alcoholic drinks. Your #body (and bank account) will thank you tomorrow.

21-Nov

A night out is more #fun when you stay in control. Have a plan to get home #safe, know your limits, and watch out for your #friends. Avoid being part of #Drunksgiving

#BlackoutWednesday #StayInTheKnow #holiday #weekend

22-Nov Happy #Thanksgiving! Remember to #eat #food before and while you're #drinking. #ThinkBeforeYouDrink

23-Nov #Car crashes are the number one killer of #people in their #teens. One third of all auto fatalities involving teens are alcohol-related. #ThinkBeforeYouDrink

28-Nov

We get it, your #bros are always trying to get you to do #shots. But nothing throws your night off quicker. It's OK to skip the shots and still have fun! #StayInTheKnow

#ThinkBeforeYouDrink #knowledgeispower

29-Nov #DidYouKnow? Not every #drink is created equal. Don't ruin your #night. Know the #alcohol content that's in your drink.

Think Before You Drink - December 2018 Instagram, Facebook, Twitter Promotions

Instagram Engagement Facebook EngagementPost Date Promoted Impressions Reach Site or Profile Clicks Comments Likes Total Engagements Post Date Promoted Impressions Reach All Clicks Shares Comments Likes Total Engagements

6-Dec Yes 3,360 2,707 11 0 6 6 6-Dec No 41 32 0 0 0 0 0

8-Dec Yes 3,241 2,525 16 0 18 18 8-Dec No 34 25 0 0 0 0 0

10-Dec Yes 3,012 2,190 22 0 1 1 10-Dec No 49 41 0 0 0 0 0

14-Dec Yes 5,407 3,216 35 0 6 6 14-Dec No 57 42 0 0 0 0 0

18-Dec Yes 4,444 3,122 26 0 17 17 18-Dec No 23 22 0 0 0 0 0

20-Dec Yes 3,953 2,917 30 0 16 16 20-Dec No 22 19 0 0 0 0 0

22-Dec Yes 2,306 2,294 4 0 18 18 22-Dec Yes 1,246 1,023 11 3 0 32 35

28-Dec Yes 5,059 3,739 18 1 36 36 28-Dec No 39 23 0 0 0 0 0

31-Dec Yes 5,162 4,869 15 0 12 12 31-Dec No 30 22 0 0 0 0 0

35,944 27,579 177 1 130 130 1,541 1,249 11 3 0 32 35

Twitter EngagementPost Date Promoted Impressions *Reach Site or Profile Clicks Comments Likes Total Engagements Promotion overview

6-Dec Yes 74,619 2,721 39 1 10 345 • Promoted/boosted for a 2 to 3-day period from the posting date.

8-Dec Yes 71,100 3,005 19 1 15 299 • If message mentioned specific day of the week, it was promoted for 24-hours or less.

10-Dec Yes 70,168 6,326 20 4 10 533 • If a holiday post was promoted, that paid promotion ran for 24-hours or less.

14-Dec Yes 58,339 1,177 24 0 11 349

18-Dec Yes 3,739 3,739 17 0 6 97 Target specs

20-Dec Yes 2,146 87 1 0 0 199 • Ages 18-25, male and female, Frederick County, Maryland.

22-Dec Yes 2,377 90 2 0 0 50 • 12/22 Facebook post: ages 18-55, male and female, Frederick County, Maryland.

28-Dec Yes 5,734 96 5 1 5 106

31-Dec Yes 5,950 1,324 4 1 7 96 *Due to Twitter not providing reach in its data, we use a third party social analytics tool

294,172 18,565 131 8 64 2,074 to provide the projected reach.

Date Messaging

6-Dec #Drinking on an empty stomach is a recipe for disaster. Find a spot that has a #food menu and grab something to eat. #HappyHour #Tips

8-Dec A #night out is more #fun when you stay in control. Know your limits and have a plan to get home #safe. After all, the best night ever is you getting #home safe.

10-Dec #Fact: four #drinks or more for a female and five drinks or more for a male within two hours is binge #drinking. #knowledge #StayInTheKnow

14-Dec We've all seen it - someone who's had way too much to drink. It's not attractive, it's not cool, and that person feels awful the next day. #ThinkBeforeYouDrink

18-Dec To all last minute #holiday shoppers (yep, we know you're out there): #drinking and #shopping don't mix. Be safe out there! #HappyShopping #WinterIsComing

20-Dec If you plan to go out #drinking, be #smart about it: #eat, hydrate, space your drinks. Don't end up on everyone's #feed or #story tonight. #ThinkBeforeYouDrink #holidays

22-Dec Got your ugly #Christmas sweater on for the #JingleFredChristmasCrawl in #DTF? If you plan to #drink, alternate alcoholic drinks with non-alcoholic drinks. #ThinkBeforeYouDrink #holiday #fun

28-Dec Still celebrating the #holidays? We are too! It's important to know that not all #alcohol is created equal. Know your #drink before you start #drinking.

31-Dec #2019, here we come! Partying tonight? Keep an eye out for your #friends and make sure they have a #plan to get #home #safe. #HappyNewYear! #NewYearsEve #Party

Think Before You Drink - Facebook & Instagram PPC - Positive AdDate Range Link Clicks Unique Link Clicks Reach Impressions Frequency Engagements

Nov.14 - Dec.31, 2018 871 633 21,960 214,027 9.75 907

Free From Tobacco - November 2018 Instagram, Facebook, Twitter Promotions

Instagram Engagement Facebook EngagementPost Date Promoted Impressions Reach Site or Profile Clicks Comments Likes Total Engagements Post Date Promoted Impressions Reach All Clicks Comments Likes Shares Total Engagements

7-Nov Yes 12,727 3,642 27 0 16 18 7-Nov Yes 4,753 1,770 19 0 9 3 31

9-Nov Yes 1,376 782 0 0 48 48 9-Nov Yes 2,912 2,038 29 9 22 4 66

9-Nov Yes 8,665 3,802 36 2 11 16 9-Nov Yes 4,035 2,674 57 22 5 33 237

14-Nov Yes 9,408 3,131 22 2 9 12 14-Nov Not Approved 181 132 4 0 2 1 7

15-Nov Not Approved 42 32 1 0 9 10 15-Nov Not Approved 69 47 1 0 0 0 1

20-Nov Yes 7,117 1,801 12 1 10 11 20-Nov

21-Nov Not Approved 27 26 0 0 5 5 21-Nov Yes 3,015 1,485 3 0 3 0 6

22-Nov No 25 22 0 0 5 5 22-Nov No 48 36 0 0 1 0 1

23-Nov Not Approved 27 26 0 0 6 6 23-Nov Yes 2,647 1,267 6 0 5 0 11

28-Nov Not Approved 28 25 0 0 7 7 28-Nov Not Approved 67 46 0 0 0 0 0

29-Nov Yes 8,726 5,143 24 0 25 26 29-Nov Yes 4,039 2,184 36 0 1 5 43

48,168 18,432 122 5 151 164 21,766 11,679 155 31 48 46 403

Twitter EngagementPost Date Promoted Impressions Reach Profile Clicks Comments Likes Total Engagements Promotion overview

7-Nov Yes 6,839 2,245 12 0 3 203 • Promoted/boosted for a 2 to 3-day period from the posting date.

9-Nov Yes 4,804 160 0 1 1 98 • If message mentioned specific day of the week, it was promoted for 24-hours or less.

9-Nov Yes 5,921 1,712 0 0 1 94 • If a holiday post was promoted, that paid promotion ran for 24-hours or less.

14-Nov Yes 554 152 1 0 0 5

15-Nov Yes 2,356 11 20 0 1 527 Target specs

20-Nov Yes 3,937 422 8 0 3 89 • Ages 13-18, male and female, Frederick County, Maryland.

21-Nov Yes 1,721 561 1 0 1 57 • For Twitter: 13-24, male and female, Frederick County.

22-Nov No 322 11 0 0 0 19

23-Nov Yes 2,642 524 11 0 18 111 *Due to Twitter not providing reach in its data, we use a third party social analytics tool

28-Nov Yes 34,081 18,042 150 1 592 4,615 to provide the projected reach.

29-Nov Yes 13,874 31,651 45 1 423 1,958

77,051 55,491 248 3 1,043 7,776

post error

Date Messaging

7-Nov Fact: One #JUUL pod is equivalent to 200 #nicotine puffs or an entire pack of #cigarettes. #StayInTheKnow #knowledge #learn #smoke

9-Nov The Great #American Smokeout is November 15th! Remember: you don't have to stop #smoking in one day. Start with day one. Learn more: https://t.co/9sX0TblCaS

9-Nov #Ecigarettes contain a harmful #chemical called diacetyl, which is linked to a serious lung #disease known as popcorn lung. #StayInTheKnow #knowledgeispower

14-Nov

#DidYouKnow? Smoke from #JUUL is not just a vapor, it's an aerosol. The aerosol contains many harmful ingredients including #nicotine, heavy metals (nickel tin and

lead), and other #cancer-causing chemicals.

15-Nov #Ecig, #vape, #mod: whatever you call then, don't call them safe. #StayInTheKnow #FreeFromTobacco

20-Nov

#Fact: the vapor from #JUUL is also an aerosol, which contains many damaging ingredients including #nicotine, heavy metals (nickel, tin and lead), and other #cancer-

causing chemicals.

21-Nov Negative affects from #nicotine include: attention, #learning, decreased impulse control, increased susceptibility to #addiction. #StayInTheKnow #tobacco #smoke

22-Nov Just because #JUUL looks like a flash drive does not mean it's safe. #nicotine #smoke #StayInTheKnow #tobacco

23-Nov #Ecig, #vape, #mod. Whatever you call them, they're anything but safe. #StayInTheKnow #FreeFromTobacco #TobaccoFree

28-Nov If you #vape, you're 4 times more likely to start #smoking #cigarettes. #gross #StayInTheKnow #knowledge

29-Nov #Vaping can #damage your blood vessels. #nicotine #learn #smoking #StayInTheKnow

Google Analytics - Website Traffic OverviewMonth Users New Users Sessions Pageviews Pages per Session

July 1 - Dec. 31, 2018 2,138 2,109 2,554 3,967 1.55

Total 2,138 2,109 2,554 3,967 1.55

Google Analytics - User Traffic SourceMonth Social Direct Display Referral Other Organic Search

July 1 - Dec. 31, 2018 524 465 424 356 263 118

Total 524 465 424 356 263 118

Google Analytics - User Pageviews - Top 6 PagesMonth /alcohol / (homepage) /opioids /tobacco /about /resources

July 1 - Dec. 31, 2018 1,533 1,008 155 151 147 123

Total 1,533 1,008 155 151 147 123

24%

22%

20% 17%

12%

5%

17%

User Traffic Source

Social

Direct

Display

Referral

Other

Organic Search

Direct in general, indicates visits where users navigated directly to the URL.

Organic visits from organic (unpaid) search results.

Display traffic from display advertising (e.g., banner ads).

Referral traffic where users clicked a link from another site, excluding major search engines.

Social visits from social networks (Facebook, Twitter, etc.)

Users shows how many users engaged with your site or app.

Pageviews

a view of a page on your site. If a user clicks reload after reaching the page, this is counted as an additional pageview. If a user navigates

to a different page and then returns to the original page, a second pageview is recorded as well.

Unique Pageviews

the number of sessions during which that page was viewed one or more times. In other words, it doesn’t count multiple views of a page

by the same user in the same session, instead treating them as a single view.

Sessions the number of individual sessions initiated by all the users to your site. A single user can open multiple sessions.

Post Reach

the number of people who saw a specific post in their news feed. For example, if a person sees a page update in news feed and then

sees that same update when a friend shares it, that would represent a reach count of one.

Pageviews how many people are viewing your social page/profile.

Post Engagements when people perform actions on your page (i.e., clicks, likes, shares, comments, reactions).

Click-Through-Rate (CTR) the number of times a click is made on an (banner) advertisement divided by the total number of impressions.

Frequency the average number of times your ad was shown to each person.

Reach

the number of people who saw a specific post or tweet. For example, if a person sees a page update in news feed and then sees that

same update when a friend shares it, that would represent a reach count of one.

Impressions an impression is “served” every time one visitor sees a single post, tweet, or advertisement.

Geo-fencing ExplainedGeo-fencing is a location-based service in which an app or other software uses GPS, Wi-Fi or cellular data to trigger a pre-programmed action when a mobile device

(smartphone or tablet) enters or exits a virtual boundary (radius) set up around a geographical location, known as a geo-fence. In our case, that action is serving

animated display ads.

In order for these display ads to be served or “pushed” to the individual’s device, certain location service settings are enabled on their phone. The next time he/she

opens an advertising-receptive application (browsers, sites, applications) they will be served a display ad. Typically, we then serve these ads to that individual for a set

period of time after they’ve left the virtual fence.

It's important to note that our ads will not be shown in social apps like Facebook, Twitter, Instagram, etc. as these popular social platforms already have their own

form(s) of built-in advertising.

Definitions

Google Analytics Terms

Social Terms

General Terms