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GROWING THE MOVEMENT

Q2-4 ADH COMMUNICATIONS PLAN An Integrated Approach to Content Strategy

 

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Goals  and  Focus  Areas  

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Communica7on  Goals  Assert  ADA  leadership  and  change  the  conversa3on  about  access  to  dental  health  

Broaden  awareness  and  boost  belief  in  ADA’s  approach  among  influencers,  media  and  policymakers    

Posi3on  ADA  as  the  leading  advocate  for  dental  health  by  pu@ng  forth  a  na3onally  coordinated  plan  to  address  the  dental  health  crisis  in  America    

Generate  understanding  of  campaign  programs  among  state  dental  socie3es    

Provide  tools  and  resources  to  dental  socie3es  to  successfully  build,  launch  and  promote  campaign  programs    

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Success    stories  

Allies  &  Collabora7ons  

Milestones  Data  &    Metrics  

Telling  Our  Advocacy  Story  

Shows  Momentum  

Changes  Minds  

Builds  Credibility  

Evokes  Emo7on  

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Measurement  

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Measurement  Pillars  

PERFORMANCE  

Exposure  

Engagement  

Influence  Ac7on  

Advocacy  

CAPIR   Opinion  Elites  Study  

Social  Shares  

Social  Buzz/Rolling  Thunder  

Tradi7onal  and  Social  Media  Volume/Sen7ment  

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Exposure  Versus  Influence  &  Ac7on  CAPIR  determining  how  to  beRer  plan,  track    ADH  Progress  on  Healthy  People  2020  goals  

Provide  care  now  to  treat  people  who  suffer  from  untreated  dental  disease  

Strengthen  and    expand  the  public/private  

safety  net  

Bring  disease  preven7on  and  educa7on  into  

communi7es  

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Overall  Strategies  

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3  

4  

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2015  Strategies  

Turn  up  the  volume  on  movement  

Speak  directly  to  stakeholders  

Gain  endorsement  of  trusted  partners  

Keep  clear  and  consistent  voice  (messaging,  tes3ng,  training)    Keep  SPA  efforst  strong  

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Q1  Na7onal  Ac7vi7es  

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Success    stories  

Allies  &  Collabora7ons  

Milestones  Data  &    Metrics  

Q1  Examples  

Shows  Momentum  

Changes  Minds  

Builds  Credibility  

Evokes  Emo7on  USA  Today  George  Hager  Mee3ng      Dr.  Keim  NBC  People  Making  a  Difference  Pitch  

CDC  Early  Childhood  Caries  Data  Release      Any  CAPIR  ADH  Measurements  

World  Water  Day/Fluorida3on  Outreach    Further  KFF/KHN  Engagement    Stakeholder  Mapping  Proposal      

Na3onal  Children’s    Dental  Health  Month  &  Give  Kids  a  Smile  Social  Outreach  and  Proposals  

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Q2-­‐Q4  Plan  Framework  

Our  Approach  1.  Increase  ongoing  momentum  via  tent  pole  events  (i.e.  rolling  

thunder)  2.  KPI  Driven:  Benchmarking  +  Measurement  =  Performance  

Integrated  News  Bureau  Team:  Communica7ons  Strategy,  Trend  Analysis,  Influencer  Engagement,  News  Spoang  

3.  Content  Studio:  High-­‐Impact  Strategic  Crea7ve  +  Daily  Snackable      

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KPIs:  Benchmark  and  Measure  Our  effort  to  iden7fy  the  number  of  individuals  who  are  prepped  for  market  is  calculated  using  a  proprietary  formula  in  accompaniment  with  defined  unique  program  objec7ves.    

Market  Prepped  Consumers  =    (Real  Impressions  x  %  target  market  likely  to  

take  ac3on)  Real  Impressions:  Total  adjusted  impressions  from  broadcast,  print,  and  digital  placements  plus  adjusted  impressions  from  social  based  on  social  view  rate  research.    %  target  market  likely  to  take  ac3on:  FleishmanHillard  fields  a  customized  survey  for  each  unique  target  audience  to  iden7fy  at  what  level  they  will  be  mo7vated  to  take  the  desired  ac7on(s).  This  survey  can  also  be  u7lized  to  understand  how  the  target  is  most  likely  to  share  this  specific  campaign  informa7on  (ex.  word-­‐of-­‐mouth  versus  social  media)  for  addi7onal  insight.    

           

Total Estimated Impressions* 133.6M

Real Impressions 84.3M

Potential Consumers Reached Globally

70.8M

Market Prepped US Consumers*

14.6M

Benchmark  Survey   Communica7ons  

Es7mated    Impressions  and  real  impressions  

Audience  Reached  

Audience  Prepped  

*Example  

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IN-­‐SCOPE    ADH  •  Digital  •  Social  •  Tradi3onal    

GATHER  &  VET  

 

• Weekly  mee3ng  

• Morning  update  

INPUTS    •  FH  •  ADA  •  States  •  External  

STRATEGY    •  Objec3ve  •  Ra3onale  •  Content  •  Target  •  Timeline  

REVIEW  &  APPROVE    

•  Fast-­‐track  •  Longer  lead  

PACKAGE  &  PLACE  

•  Earned  •  Owned  

 ADH  News  Bureau  Infrastructure  &  Process  

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IN-­‐SCOPE    ADH  •  Digital  •  Social  •  Tradi3onal    

GATHER  &  VET  

 

• Weekly  mee3ng  

• Morning  update  

INPUTS    

 •  FH  •  ADA  •  States  •  External  

STRATEGY    •  Objec3ve  •  Ra3onale  •  Content  •  Target  •  Timeline  

REVIEW  &  APPROVE    

•  Fast-­‐track  •  Longer  lead  

PACKAGE  &  PLACE  

•  Earned  •  Owned  

 ADH  News  Bureau  Flowchart  

In  Scope  

Ac7on  for  Dental  Health  •  Solu7ons  Needed  

Now  •  Grassroots  Efforts  •  Den7sts  Making  a  

Difference  •  Selected  States  •  Key  Opinion  

Leaders  

Out  Of  Scope    

•  Consumer  •  “Brush  &  Floss”  •  Low  Priority  States      

Inputs    

•  ADA/Rhys  •  ADA  Government  

Affairs    •  ADA  Huddle  •  Media  Stories  •  ADA  2015  Content  

Calendar  •  FH  Pitching  

Calendar  •  Other  Key  Events    •  BaRleground    State  

Developments  •  SPA  States  •  Non-­‐SPA  States  •  State  Associa7ons  •  Professional  Trends  •  Phase  2:  ADH  share  

site:  portal  for  members  

Gathering    &  Veang  

 Cynthia  Rohde    

to  lead    

Weekly  Editorial  Mee8ng:  Cynthia  

(process)  MaRhew  C  (news  value)  ,    Adam  (SPA)  

Jeff  M  (digital/social),  Jeff    T,  Rhys,  Shanna,    Weekly  Informa8on  Source  Calls:  Jane  

Grover,    Jon  Holtzee  ,  Richard  Green;  Jeff  

Troupe,  Paul  O’Connor,  as  necessary  

ADA  Review    &  Approval  

   Two  Pathways:  

Rapid  Response  &  Longer  Lead  

 Betsy  Borrelli    

 to  lead    

Leslee  Williams  with  input  from  

ADA  Team  

Packaging      

MaRhew  Coghlan,  Jeff  Maldonado    

 Shanna  Quinn  (ADA  Social)  

 Rhys  Saunders  (ADA.org)  

Strategy  &  Content  

     

MaRhew  Coghlan  to  lead  

   with  input  from  Editorial  Mee7ng  and  other  FH/ADA  Team  Members  

Plalorms    

Earned  •  Print  (na7onal,  

state,  local)  •  Broadcast  (TV,  

radio)  •  Digital      Owned  •  Social  •  ADA  Huddle  •  www.ADA.org  •  ADA  News  •  State  

NewsleRers    

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Integrated  Approach    

•  Define  Strategic  Tent  Pole  Events  –  Major  engagement  spikes  that  con7nue  to  lim  overall  conversa7on  –  Poten7ally  two  types  for  ADA:  

•  Course  of  business  events  (i.e.  Annual  Mee7ng)  •  FH/ADA  created  (i.e.  educa7on  campaign  or  partnership)  

–  Serve  as  pillars  for  News  Bureau  process  and  editorial  calendar  

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Tent  Pole  Model  

Dental  School  Gradua7on    (May/June)  

World  Smile  Day  (October)  

Annual  Conference  (November)  

Focus  on  young  den7sts  entering  the  workforce;  both  local  and  na7onal  appeal  

Strong  consumer-­‐level,  children-­‐focused  

opportuni7es;  posi7ve  emo7onal  triggers  

ARen7on  to  hard  news  and  announcements,  as  well  as  strong  focus  on  ADA  Mission  

of  Mercy  (storytelling  opportunity)  

Pre-­‐  and  Post-­‐Tent  Pole  Content  (Rolling  Thunder)      

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How  Rolling  Thunder  Works  

News  Announcement  to  Media  –  Pushed  to  

Social  Channels  

 Media  push  into  event/ac7vity  launch  mode  

Pre-­‐event/ac7vity  Paid  push  kicks  in  

Planned  and  real-­‐7me  

social  event  program    kicks  in  

NEWS  HAPPENING  

Post  event  push  

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Pre-­‐  and  Post-­‐Event  Content  Development  

•  Lay  out  major  trends/related  insight  –  how  it  7es  to  the  overall  editorial  approach  

•  Lay  out  core  crea7ve  idea  to  push  them  •  Lay  out  how  we  bring  it  to  life  with  content    •  Target  influencers  

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Sample  Content  Plan:  Dental  Gradua7on  

Timing:  May/June  2015  Campaign:  Celebrate  the  next  genera7on  of  den7sts  through  engaging  digital  efforts  around  gradua7on  7me  Ideas:    •  #MolarBoard  invites  dental  students  to  upload  images  of  

their  funniest,  most  crea7ve  mortar  boards  for  their  gradua7on  ceremonies  

•  #IBecameADen3stBecause  invites  new  graduates  to  share  their  personal  stories  and  highlight  the  need  for  more  trained  dental  professionals  (video  and  image  series)  

•  My  Dental  Journey  contributed  blog  series  for  ADA.org  by  select  dental  graduates  on  their  journey  through  dental  school  and  why  tomorrow’s  students  should  consider  a  career  in  den7stry.    

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Snackable  Content  Approaches  Animated  GIFs   Storytelling    Videos  &  Cinemagraphs  

How-­‐To  Cinemagraphs  

Move  from  sta7c  imagery  to  social  crea7ve  that’s  more  dynamic,  func7onal  and  shareable  

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Channel  &  Amplifica7on  Strategy  Channel! Role! Target Audiences! Paid KPIs!

Website & Blog!

Educa7onal  campaign  and  support  with  images  that  highlight  end-­‐user  benefit     All  Audiences  

Page  clicks,  7me  spent,  page  referrals,  resource  downloads  

Educa7onal  campaign  and  support  with  images  that  highlight  end-­‐user  benefit.   Consumer   Click-­‐throughs,  likes,  

shares,  comments  

Equally  promote  Neo  educa7onal  campaign  and  images  around  end-­‐user  benefit.  

Media,  members  and  industry  influencers  

Click-­‐throughs,  RTs,  Favorites,  Replies  and  followers  

Lead  with  images  around  the  end-­‐user  benefit     Members  and  industry  influencers/thought  leaders  

Click-­‐throughs,  Likes,  Shares  and  Follows  

Educa7onal  campaign  and  support  with  images  that  highlight  end  user  benefit  where  appropriate     All  for  video  discovery     Views  

Presenta7ons  and  graphs  to  support  educa7onal  campaign  and  end  user  benefits     All  for  graphics  discovery   Views,  downloads  

Prim

ary  

Second

ary  

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Using  Analy7cs  to  Improve  Content Testing Dark Posts Tracking

Interactions

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Measuring  the  Content  Earned  Lim  

Type  of  Engagement  

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PESO  Framework  Strategy, Messaging & Audience Targeting

Daily Briefing: News, Search and Social Content Trends Brand Stories

SEO/SEM Sponsored Content

Brand Journalist Native Ads Promoted

Headlines Promoted

Social

In order to drive engagement, conversation and conversions

News Media

Social Channels

PESO Trend Analytics & Insights

Amplification Layer

Owned & Earned Distribution Layer

Content Creation Layer

Trend Analytics Layer

Brand Journalist Management Editorial Calendar Media Library Licensed Content Content Calendar

Business Impact Increased impact w/o sacrificing scale

Audience Efficiency Increased reach and frequency

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Channel Benchmarking & Planning Basic   Good   Excellent  

Plaaorm   Strategy  and  Planning  

Monitoring  and  Modera3on   Fresh  content   Insight  and  

Measurement  Strategy  and  Planning  

Monitoring  and  Modera3on   Fresh  content   Insight  and  

Measurement  Strategy  and  Planning  

Monitoring  and  Modera3on   Fresh  content   Insight  and  

Measurement  

TwiRer  

Annually  

Daily   Daily  

Monthly   Quarterly  

4x/day   4x/day  

Monthly   Monthly  

Real-­‐7me   Real-­‐7me  

Daily  or  Weekly  

Facebook   Daily   2-­‐3x/week   Daily   1-­‐5x/day   Real-­‐7me   Real-­‐7me  

YouTube   Daily   Quarterly   Daily   Monthly   Weekly   Weekly  

Google+  Daily   1-­‐2x/week  

Daily   Daily   Real-­‐7me   Real-­‐7me  

Pinterest   Daily   Daily   Real-­‐7me   Real-­‐7me  2-­‐3x/week   2-­‐3x/week  

Instagram   2-­‐3x/week   2-­‐3x/week   Daily   Daily   Real-­‐7me   Real-­‐7me  

LinkedIn   2-­‐3x/week   2-­‐3x/week   Daily   Daily   Real-­‐7me   Real-­‐7me  

SlideShare   2-­‐3x/week   2-­‐3x/month   Weekly   Bi-­‐Weekly   Daily   Weekly  

Vine   2-­‐3x/month   2-­‐3x/month   2-­‐3x/week   2-­‐3x/week   Real-­‐7me   Real-­‐7me  

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Q2-Q4 2015 Plan Timeline

                                                 October-­‐December                              July-­‐September  April-­‐June  

NEWS  BUREAU  Na7onal  Partnership  and  Collabora7on  Development  

State  Public  Affairs  Program  

Dental  School  Gradua7on  

Medicare/Medicaid    50th  Anniversary  

World    Smile  Day  

Annual  Mee7ng  Te

nt  Poles  

Supp

or7n

g  

Summer  Vaca7on/  Fourth  of  July/Back  to  School  

70th  Anniversary  of  Water  Fluorida7on  

Holiday  Health  Tips/Healthy  Smile  Resolu7ons