Public Education CampaignFall 2011

Summary: Polling Research

• “Global development” is seen as important, but many see the term through a commerce lens.

• There is strong interest in/support for global development, including many who say they’ve donated to the cause.

• The Gates Foundation dominates the sector, in terms of both awareness and perceived impact.

• Top messages promote the sector’s ability to create (good) jobs and strengthen education.

• People in Seattle take pride in the strong international programs at local universities and strongly support a K-12 international education system.

• They see a role for state leaders in promoting global development and fighting federal cuts.

Many See Global Development Through a “Commerce” Lens “Global development” can mean many things for both voters and business

and community leaders. Many define it as global commerce and international trade; assisting

developing countries also receives mention, but to a lesser degree.

What does the phrase “global development” mean to you?

Global commerce/business, developing business and partnerships throughout the world, worldwide commerceTrade, international trade, trade partnerships with other nations

Helping poor, underdeveloped countries’ economy, helping third-world countries become self-sufficientInvesting, creating economic growth, developing new marketsMaking the world a better place, improving/developing good relationships with other nations, trust with countries Creating a world economy. Involving entire world in economic process, connectives of world economiesDeveloping products for global useImproving living standards throughout the world

Voters22%

14%

12%

11%7%

6%

6%6%

Leaders23%

13%

8%

5%5%

6%

8%8%

Creating Jobs Seen Most Important Benefit Of Robust GD Sector

32%24%

32%28%

46%33%

35%41%

43%43%42%

51%61%

80%Creating jobs

Strengthening K-12 & higher education

Strengthen WA involvement in

global issues/markets

Attracting capital investment

Fostering innovation

Improving state’s intellectual capital

Attracting high-quality employees

% selecting each among the three most important benefits of a robust GD sector in Washington State

Voters Business/community leaders

41%40%20%15%17%19%7%9%8%

10%5%6%2%1%

Single mostimportant

benefit

(particularly important to K-12 parents and independents)

Public Education Campaign

Objectives:

• Raise the awareness, understanding and importance of the GD sector in WA state to drive philanthropy and involvement (75%)

• Position GW as the go-to organization & a reliable source of information on; stress importance of donating, getting involved in the sector (25%)

Audiences:

• Engaged public and donor community

• Members

• Small and medium sized businesses in global development

• Academia

• Policymakers, specifically those who represent Washington State at the national level (USAID)

Main thought:

• Global development = economic development, reduced disease, educated global citizens; join Global WA in being part of the solution

• Global development improves economic conditions both at home and abroad. In Washington State, global development creates jobs, spurs innovative new businesses, and attracts top employees from around the country and around the world.

Global Washington Public Education Campaign // Fall 2011

11.1.11 Global Action Day

• Mayoral Proclamation• Governor Proclamation• Website landing page w/ video, info and actions• Action steps

Insert: New York Times

Reaches 25K people.

6 Members Profiled

Online Video“Did You Know” GlobalWA Facts

Insert: Wall Street JournalReaches 20K

people.6 Members

Profiled

NPR Radio Spots

KUOW & KPLU 6 Members: Personalized

Spots

Social Networks • Activation• Messages

Online Banner Ads

Alaska Airlines Mag• Articles• 1/6 pg ads

¾ Page Print AdPS Business

Journal 100 Fastest Growing

Companies

WA State Ferries

• Posters• Digital Ad

Earned Media

Alaska Airlines In-Flight Magazine PSA

NY Times/WSJ newspaper insert

Puget Sound Business Journal – ¾ page ad

DIGITAL BANNER ADS – Google / Facebook / KPLU / Seattle Biz Mag /etc

DIGITAL BANNER ADS – LinkedIN / Facebook / KPLU / Seattle Biz Mag /etc

DIGITAL BANNER ADS – LinkedIN / Facebook / KPLU / Seattle Biz Mag /etc

Ferry Posters

Ferry Digital Ad

Paid Advertising

Media Reach/quantity Frequency Impressions

NYTimes 25,000 1 25000

KPLU 144,300 1.8 261,200

KUOW 374,800 3.4 1,275,500

Online NA NA 11,283,845

PSBJ 111,740 1 111740

WSJ Sea DMA 19,900 1 19,900

Alaska Air Magazine 951,000 2 1,902,000

Ferry 6K commute/day NA 1,082,000

Top Performers:• Facebook was the strongest and most cost efficient performer with over 10

million impressions (we only pay when someone clicks on the ad, so a lot of FREE awareness.)

• Google Display Banners was the second highest performer generating almost the same amount of clicks as Facebook but with 9% the amount of impressions

Others:• LinkedIn was unable to spend the budget and reach our audience• KPLU was expensive with small coverage.• TechFlash and Seattle Business Mag have failed to provide results in time.

Digital advertising results top-line

Digital Media Vehicle Publisher Budget Budget Spent Current Impressions Clicks CTR% CPC CPM Budget RemainingeNewsletter TechFlash newsletter 1,600$ 1,600.00$ #DIV/0! #DIV/0! -$ eNewsletter Seattle Business Magazine 800$ 800.00$ #DIV/0! #DIV/0! -$ Banner Advertising KPLU.org 600$ 600.00$ 3,317 4 0.12% 150.00$ 180.89$ -$ Banner Advertising Google Display Banners 2,000$ 2,710.92$ 913,296 1,376 0.15% 1.97$ 2.97$ (710.92)$ Social Media Advertising Facebook 3,000$ 3,000.00$ 10,143,258 1,885 0.02% 1.59$ 0.30$ -$ Social Media Advertising LinkedIn 2,000$ 151.25$ 227,291 37 0.02% 4.09$ 0.67$ 1,848.75$ Total: 10,000$ 8,862.17$ 11,283,845 3298 0.03% 3.03$ 0.89$ 1,137.83$

Facebook results

10,143,258 Impressions 1,885 clicks .019% Click Through Rate (Facebook Industry Standard is .02%) Spent: $3,000. Reached 594,854 people Recommendation: use to maintain conversation and in next campaign

Google display network results

913,296 Impressions 1,376 clicks .015% Click Through Rate Spent : $2,710.92 (an additional $710.92 than what was budgeted).

Transferred funds from LinkedIn, since Google Display was performing better Use in next campaign

ANALYTICS: www.globalwaday.org

ANALYTICS: www.globalwaday.org

ANALYTICS: www.globalwaday.org

ANALYTICS: www.globalwaday.org

October increase ofapprox 1,200 visits

ANALYTICS: www.globalwaday.org

Member Page Visits 10/15 – 11/2

Global Partnerships 335

All As One 300

Landesa 197

PATH 179

Mercy Corps 159

World Vision 159

Social Media: Twitter

Social Media

• Total people reached for Global Action Day = 494,731

• Total people reached for the conference = 447,723  

• People reached via posts = 265,514• People reached via ads = 530,000 • Most notable postings on Twitter and Facebook: • Jeff Raikes• Jim McDermott• Gates Foundation• Petra Nemcova• Save the Children• USGLC  Many members participated thru social networking

Earned Media

Reporter, Outlet Coverage

Tom Paulson, Humanosphere Oct. 31 - blog post on WA's standing as a global leader

Valerie Bauman, PSBJ Oct. 31 & Nov. 1-tweeting from conference with #globalwa

Oct. 28 - Q&A with Bookda

Oct. 7-article on employment in global development sector

KCPQ, Fox 13 Oct. 31 - aired a VO/SOT on the 5pm newscast Monday

Leela Stake, Shared PurposeOct. 28 - blog post about WA as the hub of global development innovation

Jenny, Northwest Language Academy Oct. 28 - blog post about Global Action Day

Akhtar Badshah, Huffington Post Oct. 26-WA's standing as global development leader & GAD

Tim Hanstad, Huffington Post Oct. 27 - blog post on WA state as an exporter of hope

Joseph Phillips, Seattle U Deans' Blog Oct. 26 - blog post about GAD

Microsoft Citizenship Blog Oct. 31 - blog post on the annual conference

Michael McCarthy, My Local Health Guide Oct. 28 - posted the GAD video on their website

Dean, Albers Seattle U. blog Nov 1 - blog post

Jennifer Schaefer, Alaska Airlines October issue

New Identity

• Roll-out of identity in process

Conclusions

• Launched the first campaign to highlight global development and its importance in WA state

• Created a buzz among influentials citing the positive reactions to the campaign

• Put a stake in the ground to begin the conversation among broad audiences; elevated the profile of Global WA’s brand and those of its members

• Secured new champions to promote WA’s global development sector• Established a possible vehicle/hook in Global Action Day as a way to

continue to talk about the importance of the sector in subsequent years and engage members as well other affinity groups

• Created a platform of creative and communications materials for members and Global WA to use going forward

• 5,000+ people engaged with website within a three-week period to learn more and take action

• Reached approximately 2 – 3 million people through paid and earned efforts

Next steps

• Continue to leverage initial public opinion research• Meet with members to discuss 2012 campaign; develop budget and plan

for next 12 months• Identify potential champions/media sponsors/new partners and audiences• Keep conversation going on Facebook