California EDD Unemployment Insurance (UI) Enhanced Tools Online Campaign Final Report May 9, 2012

Transcription

1 (Excerpt made August 28, 2012 from the following report for technical demonstration purposes.) 1 California EDD Unemployment Insurance (UI) Enhanced Tools Online Campaign Final Report May 9, 2012

2 Executive Summary 2 The effective strategy, planning, and execution of digital media allowed EDD to efficiently inform and educate the California workforce about EDD s services, bringing qualified people to your website at a low cost 1,725,338 click thrus to the EDD website Ads were viewed 385,689,784 times (Impressions) Top Performing site: Google Adwords English Driving 67% of the traffic with 1,149,438 click thrus to the EDD website Highest CTR of 16.53% Avg. time spent per visitor on EDD website (via Adwords)= 3:12 Recommendations

3 3 The Campaign California's EDD Online Official Website of the EDD of CA Easy Online Forms & Helpful Guides California.EDD.CA.Gov Sitio Web Oficial EDD CA Información/Formulario de Desempleo Haz tu Solicitud por Internet! EDD.Ca.Gov/Beneficios July 11, 2011 March 7, 2012

4 Campaign Objectives 4 Target Audience: English and Spanish speaking California residents, age 18+, unemployed or potentially unemployed Exposure Goal: 1 million click thrus over the campaign Give target audience a more efficient and enjoyable experience of EDD by increasing their use of EDD s enhanced online tools and services. Encourage unemployed Californians to apply for benefits through the online application Educate on the benefits of using the Continued Claim form online Learn more about the Debit Card Electronic Payments Media Channels in English and Spanish

5 5 Research Based Approach Low Utility Positioning EDD today is more useful to Californians. Its Unemployment Insurance program is more modern and efficient with its Internet-based tools and services, and electronic banking. Communications Strategy

6 Creative Approach 6

7 7 The EDD Online Experience Marketing Strategy was expressed through thought invoking creative display ads. Tone: fresh, modern, proactive, smart, competent Show consumers favoring the new UI products and services as proof-points that EDD is modernizing. Created 18 total banner ads for the display campaign (12 English and 6 Spanish)

8 Creative: Online Ads 8

9 9 Creative: SEM Text Ads Created 175 total text ads for SEM (75 English and 100 Spanish) Official CA EDD Website Unemployment Information and Forms Apply Online Now. No Waiting! EDD.CA.Gov/Unemployment-Application CA EDD Electronic Payment Instant Payments or Direct Deposit No Hassles, No Waiting. Learn More! EDD.Ca.gov/Electronic-Payments CA EDD Debit Card Instant Payments or Direct Deposit For People receiving Unemployment! EDD.Ca.gov/Unemployment-Debit-Card EDD Continued Claim Forms CA Residents Receiving Unemployment Save Time, No Postage, No Hassles! EDD.Ca.Gov/Online-Continued-Claim Sitio Web Oficial EDD CA Formulario de Desempleo Continuo Rápido sin Estampillas ni Espera EDD.Ca.Gov/Formularios_EDD_Internet EDD por Internet de Calif Sitio Web Oficial de EDD de CA Formularios y Guías en Internet EDD.Ca.Gov/Beneficios Depósito Directo EDD CA Residentes CA que Reciben Desempleo Beneficios Rápidos y Fáciles. Info. EDD.Ca.Gov/Deposito_Directo Sitio Web Oficial EDD CA Información/Formulario de Desempleo Haz tu Solicitud por Internet! EDD.Ca.Gov/Beneficios

10 Media Plan: Display and SEM 10 English Display Placements Monster CareerBuilder 24/7 Media Network ValueClick Media Network Yahoo! AOL Google Display Spanish Display Placements Batanga Network Univision Network Yahoo! En Espanol SEM Placements Google Adwords (English and Spanish) Microsoft AdCenter (English and Spanish) LinkedIn (English)

11 Campaign Results 11

12 Top 50 Adwords Keywords 12 EDD is a recognizable brand that people search for by name thousands of times every day Rank Keyword 1 [edd] 2 "edd" 3 edd 4 [edd.ca.gov] 5 edd.ca.gov 6 [ 7 edd unemployment 8 california unemployment insurance 9 California EDD 10 unemployment website 11 unemployment application edd 14 unemployment benefits 15 edd.ca.gov 16 [California EDD] 17 employment development department 18 unemployment office [edd unemployment] 21 "unemployment office" 22 apply for unemployment 23 [employment development department] 24 file for unemployment ca 25 California unemployment application Rank Keyword 26 "edd" 27 [unemployment benefits] 28 "edd.ca.gov" 29 [apply for unemployment] 30 claim unemployment 31 california unemployment benefits 32 [unemployment extension] 33 unemployment extension 34 [unemployment office] 35 EDD debit card 36 unemployment insurance 37 [EDD debit card] 38 california unemployment office 39 [california unemployment application] 40 California Employment Development Department 41 edd forms 42 how to file for unemployment 43 unemployment form 44 "unemployment benefits" 45 [edd web cert] 46 ca state unemployment 47 [unemployment insurance] 48 "apply for unemployment" 49 "unemployment insurance" 50 how to apply for unemployment

13 13 Conclusions and Recommendations The campaign was a success. We exceeded the target goal of 1 million visits, driving a total of 1.73 million visits to the EDD website. In addition, The ads were viewed almost 386 million times, resulting in additional visibility and view thru conversions. Strategic SEM and Display advertising are an efficient way to inform and educate the California workforce about EDD s services. This approach should be considered useful for future outreach efforts. Even more efficiency can be obtained by monitoring who uses and completes the UI online application. This can be accomplished by implementing Google Analytics tracking code on the UI online application completion page and within the UI online application pages, if possible. This will help EDD better streamline the application process to create a more positive experience for the user and reduce call center demand. For example, by analyzing the content pages in the application funnel, you might notice a drop off trend from in one of the stages of the form. This could be an indicator that people are confused or have questions and might require additional instruction.

14 14 OneWorld Communications 2001 Harrison Street San Francisco, CA Tel May 9, 2012

15 Appendix: Conversion Tracking and Analytics 15

16 Conversion Tracking 16 Conversions are defined as visits to a key page. Only visits from the initial click are reported below. Sources for conversion tracking: Google Adwords, LInkedIn, MediaPlex and Microsoft AdCenter Campaign Summary July 11, Mar 7, 2012 Conversion Data Campaign Site Debit Card En Debit Card Sp Online App En Online App Sp Continued Claim En Continued Claim Sp EDD Display 24/7 Media 13, ,667 2,824 21,911 n/a EDD Display AOL 9, ,080 2,264 29,843 n/a EDD Display Batanga 731 1,007 8,062 2,780 n/a 4,989 EDD Display CareerBuilder 9, ,105 2,891 5,569 n/a EDD Display Monster 5, , ,402 n/a EDD Display Univision , n/a 2,196 EDD Display Valueclick Media 14, ,353 5,609 29,761 n/a EDD Display Yahoo! 10, ,774 4,692 4,730 1,995 EDD Display Google Display 3,512 n/a 30,399 n/a 11,374 n/a SEM LinkedIn n/a n/a 1,430 n/a 385 n/a SEM Google Adwords Eng 17,482 n/a 1,097,625 n/a 34,331 n/a SEM Google Adwords Span n/a 354 n/a 74,210 n/a 69 SEM MSN/ Yahoo! AdCenter Eng 7,363 n/a 102,813 n/a 9,195 n/a SEM MSN/ Yahoo! AdCenter Span na 2 n/a 15,129 n/a 16 Totals 91,724 3,133 1,400, , ,501 9,265

17 Google Analytics: Visits Overview 17

18 Google Analytics: Traffic Sources Overview 18

19 Google Analytics: Content Overview 19