California Association of Marriage and Family Therapists Branding Campaign

Transcription

1 California Association of Marriage and Family Therapists 2016 Branding Campaign

2 ADVERTISING AND BRANDING CAMPAIGN GOALS Create a compelling brand image of MFT as ultimate professionals Increase visibility and utilization of the Counseling California site. (And SEM! therapistfinder #1 CounselingCalifornia search result) Negate perception of MFTs as just marriage & family counselors. Build awareness of the issues MFTs address in their practices. Instill pride in MFTs and confidence in their abilities.

3 IDENTIFYING YOUR BRAND This is your current brand and gateway to therapists:

4 IDENTIFYING YOUR COMPETITION This other brand and therapist gateway is just a click away:

5 YOUR SITE IS YOUR BRAND CounselingCalifornia is the face and personality of CAMFT therapists. It should be professional, warm and hospitable, Prospective patients have to feel welcome. They have to feel comfortable. They have to feel valued. This site is a patient s first step toward treatment and healing. To gain his or her trust, the website user experience must be uncomplicated. The environment must reflect the comfort patients can expect from CAMFT therapists. Visitors must find whatever they need quickly and easily.

6 THE VALUE OF BRANDING? Branded products and companies: Have stronger client loyalty Command respect from authority $73 billion of Coca-Cola s stock value is attributed to brand Attract world-class employees

7 BRANDING IS A STRATEGIC WEAPON Unifies diverse corporate products & services Integrates image of CounselingCalifornia with MFTs Introduces MFT s broader range of treatments: Depression, PTSD, gender issues, Anxiety Disorders, etc. Enhances recruitment of additional therapists Protects against negative events and news Cultivates a culture of excellence

8 BRANDING OBJECTIVES Create brand image of MFTs as trusted therapists through the professional and caring image projected by CounselingCalifornia. Make MFTs a top-of-mind choice for patients struggling with disorders treated by CAMFT therapists. Increase utilization of CounselingCalifornia.com on desktops, laptops and mobile phones. Increase authority of CounselingCalifornia as a reliable media resource.

9 COUNSELINGCALIFORNIA.COM IS YOUR BRAND Before this brand can be successfully promoted, it has to be created. A real destination has to exist, before guests can be invited. First Priority: Give CounselingCalifornia the power to move people: Create a professional, welcoming design, that puts guests at ease and enhances their user experience. Include content that informs and excites visitors. Make the Finding A Therapist feature effortless. Only after the site is complete, can it fulfil the promise of being a destination worth visiting.

10 COUNSELING CALIFORNIA WEB OBJECTIVES Increase new unique primary audience visitors by 10 15%% Increase number of returning visitors by 15 20% Slash the 70% bounce rate (under 10 seconds) by 30%* Cut the mobile 80% audience bounce rate by 40%* Increase use of the Find a Therapist feature by 25% Increase average page views from under 2 pages to 3 or more

11 HIGH BOUNCE RATE COSTS CAMFT THERAPISTS Google Analytics reports show that currently 70% of CounselingCalifornia visitors leave within 10 seconds of arriving. You not only lose clients, you lose patients that need help. And you also create a pool of dissatisfied clients who will be very reluctant to return. Recovering a lost and frustrated client is an expensive proposition.

12 WE NEED MORE MOTIVATED RETURNING VISITORS Our online campaign is designed to bring in more new visitors and the better user experience is designed to keep them there longer and coming back for more.

13 CAPTURE 10% MORE AND ADD 14,000 CONVERSIONS With our planned increase in new and returning visitors through SEO and SEM, and our more user friendly portal to make it much easier to find a nearby therapist, we believe a 10% increase in page views is attainable.

14 MOBILE DESIGN BLOCKS TRAFFIC Mobile enabled design is vital in today s environment. Yet CounselingCalifornia is virtually impossible to read on iphone, ipad, Android phones and tablets. Bounce rates are almost 80%.

15 COUNSELINGCALIFORNIA DESIGN STRATEGY Create an engaging, professional front page that establishes your brand image. Move CAMFT recruitment notices to a membership navigation button. Increase interest and SEO content with moderated breaking news. Offer visual access to multiple video topic talks with thumbnails. Re-edit and enhance video topics with YouTube optimization. Empower visitors with immediate access to Find a Therapist with a prominent, easy-to-use ZIP CODE entrance button. Create a stabile mobile enabled site through responsive design. Increase SEO content and page interest with audience-focused posts.

16 COUNSELINGCALIFORNIA DESIGN SCHEDULE Logo and ID, style sheets (see schedule) 3 concepts in 4 5 weeks (approx. depending on input) Logo and Style refinement in 4 6 weeks (depending on approvals) Wire frames, creation and presentation, 3 6 weeks (with approvals) Web skins, creation and presentation, 4 6 weeks (with approvals) Infographic/animation creation during this time Video edits with new titles and graphics ready for approval Final design presented to CAMFT for programming Online Adwords, display ads, and YouTube videos finalized

17 MARKETING AND ADVERTISING SCHEDULE

18 STRATEGIC PUBLIC RELATIONS APPROACH Plan, design and execute a proactive, strategic, educational PR campaign that will build a better awareness and understanding of the role of the MFT.

19 MEDIA RELATIONS EVALUATION Until now CAMFT CounselingCalifornia and the MFTs Media relations has been reactive. Referencing what s in the news, or observances that can be pitched for select MFTs to talk about VS. proactively telling the story about CAMFT and Counseling California This reactive media relations strategy has however created a footprint for CAMFT with California media.

20 SOCIAL MEDIA IMPACT TO DATE

21 SOCIAL MEDIA EVALUATION More Active Presence offers greater impact: Need to develop and share content continuously and consistently to inform target audiences about important research in mental health and the MFT role. Use social media to drive traffic to specific sections of the Counseling California site. Target influencers.

22 CHANGE PERCEPTIONS AND INCREASE REFERRALS Change the perception that marriage and family therapists treat only marriage and family issues. Communicate the full range of capabilities that these highly trained and qualified therapists bring to Californians. Increase referrals to CAMFT members through the CounselingCalifornia website.

23 THE CAMFT PR CAMPAIGN STRATEGY Create a positive and more accurate MFT image 1. Educate the community of MFTs' areas of concentration. 2. Build an integrated campaign with key themes and messages shared by the PR and advertising campaigns. 3. Focus on three to five high impact mental health areas such as depression, anxiety disorders, addiction, gender issues and adolescent mental health. 4. Build a thought leadership program around those key areas: including white papers, case studies, blog writing, and speaking engagements.

24 THE CAMFT PR CAMPAIGN STRATEGY Emphasize and optimize media relations. 5. Build media relations program focusing on three to five key areas 6. Populate website with regular updates about those key areas 7. Provide plainly worded "self-serve" information for potential patients who do preliminary assessments of their need for counseling for themselves or loved ones 8. Build better SEO through positive exposure and encourage CAMFT therapists to link their own sites to CounselingCalifornia

25 ENLIST NONPROFIT PARTNERS TO ENHANCE MFT PERCEPTION Ideal Nonprofit Partners: 1. A large membership base or constituency 2. A respected authority in high impact mental health issues 3. Have outreach and communication programs and respected, spokespeople who can help us carry the message 4. Examples include: National Alliance on Mental Illness, NIMH, regional Mental Health Associations, etc. 5. Have connections to other potential partners to share the message

26 CAMFT PROACTIVE MEDIA STRATEGY: Comment on Key Topical Issues to Prompt Media attention and Awareness CAMFT should present statements on 3 5 hot button mental health issues per year. Criteria : Statewide or national scope, direct correlation with the need for MFTs. Combine that with research from the APA on status of mental health in the U.S., introduction of a major piece of legislation, or a crisis that highlights a significant mental health problem. Statements will be approved by CAMFT and issued as wire news releases. CAMFT members will receive statements along with information on how to approach their local media.

27 CAMFT SPOKESPEOPLE STRATEGY: Arm And Train MFTs To Handle Media Inquiries Develop a media training program for CAMFT subject matter experts. Develop a CAMFT media relations and public speaking kit for all members to use to reach out to local media and solicit speaking engagements. Encourage Media to seek out CAMFT members in the 3 5 major markets as spokespeople.

28 CAMFT SOCIAL MEDIA STRATEGY: Leverage Social Media to Amplify the Message and Increase Referrals Develop Guidelines For Social Media. Share research articles on mental health areas that MFTs treat, emphasizing high-impact areas. Share Counseling California content in social media. Develop social media posts to share with nonprofit partners. Identify target list of media and influencers to follow and be followed by.

29 DELIVERABLES, FIRST QUARTER, 2016 Jan Feb Mar Write white paper, initiate social media, start video Identify CAMFT member spokespeople Begin website content Begin outreach to approved areas organizations Do release about white paper findings and pitch story to media Complete website content for two high impact areas Solidify relationships with partner organizations Conduct training with CAMFT media spokespeople Begin long form, expert commentary pitching on three areas Release on area one Pitch story to media Develop media relations kit for CAMFT members to use locally Complete content for two areas

30 DELIVERABLES, SECOND QUARTER, 2016 April May June Release on area two Pitch to media Solidify relationships and action plan with referral source organizations Release on Mental Health Month Pitch to media Adapt short version of the white paper and promoting Counseling- California to 3 referral audiences i.e. physicians, teachers, and clergy Release on area three Pitch to media Develop content for partners for Year End high impact story Approach long lead media for Holidays stories

31 DELIVERABLES, THIRD QUARTER, 2016 July Aug Sep Pitch to media Approach long lead media re: Year End high impact story Develop content for partners for Year End high impact story Pitch to media Complete content for partners for Year End high impact story Placement of articles in referral source publications Release on resources for the referral sources Set up editorial board meetings for Year End high impact story Placement of articles in partner publications Write op-ed

32 DELIVERABLES, FOURTH QUARTER, 2016 Oct Nov Dec Do release on Year End high impact story (i.e. holiday stress/anxiety) Pitch CAMFT spokespeople to media on these topics Collaborate with partners on media opportunities Hold editorial board meetings Distribute Op ed Continue pitching Year End high impact story Hold editorial board meetings Press release on talking about depression/suicide prevention Press release on family challenges such as gender issues. Continue pitching Year End high impact story Press release on talking about addiction Evaluate and plan for next year

33 DELIVERABLES, 2016 Coverage in five major markets for high impact stories (1-2 placements each) Outreach through partners to an estimated 5 million Californians One-three media placements to specific segments parents, men, women, gender issues, etc. Eight releases, with an estimated reach of over 5 million impressions Measurable increase in awareness of MFTs Increased website traffic and therapist search referrals

34 MARKETING, ADVERTISING AND PUBLIC RELATIONS PRICING