SOCIAL MARKETING PLAN

Transcription

1 SOCIAL MARKETING PLAN

2 WEBSITE: sessions 592 users 2,123 page views 2 Minutes, 46 Seconds Austin: 30.79% Houston: 5.3% San Antonio: 4.97% Fort Worth: 1.33% Harlingen: 1.33% Waco: 1.21% Washington: 1.09% El Paso: 1.09% Dallas: 0.97% Stats from July 20 August 20

3 WEBSITE:

4 FACEBOOK 64% growth since September 2013, growing from 242 Likes to 397.

5 FACEBOOK Posts that do well: Stand Up to Stigma had the highest levels of engagement ever for our page Team photos Team successes Short videos

6 TWITTER Twitter has grown 129% since September 2013, growing from 101 followers to 231.

7 TWITTER

8 TWITTER

9 YOUTUBE 4,663 lifetime views among 38 public videos Top playback location: on the YouTube watch page (72%) versus embedded on other sites (28%)

10 YOUTUBE Insufficient data to report whether our audience is mostly male or female Average view duration: 4 minutes, 26 seconds Shorter videos are watched all the way through more often than longer videos Most engaging videos: Voices for Children s Mental Health Webinar promo videos Animated video

11 MARKETING GOALS Increase awareness and understanding among key audiences about the system of care approach and its benefits. Use social marketing to engage youth and families from diverse backgrounds. Then empower them to play a pivotal role in future social marketing planning decisions so the resulting strategies are family-driven, youth-guided and culturally and linguistically competent. Provide social marketing support, consulting and materials to system of care communities

12 GOAL 1 MESSAGING Increase awareness and understanding among key audiences about the system of care approach and its benefits. System of care is an effective, proven approach that needs to be widely implemented to create a better future for children, youth and their families. Today, many Texas children and youth with mental health concerns lack access to the care they need. If not helped, children and youth have a much higher risk of several negative outcomes. System of care is culturally informed and linguistically sensitive and flexible. Children and youth who use the system of care approach function better at home, in school, in the community and throughout life. Statewide implementation of the system of care approach will benefit all Texans, regardless of whether mental health challenges are part of their daily lives.

13 GOAL 1 OBJECTIVES Champion Led Marketing Audience: State & Local Leaders, Mental Health Advocates, Consortium Members & Stakeholders, Agencies Tools: Voices for Children s Mental Health; Blogs; Speaking Opportunities; Media Opportunities Objectives Release a Voices for Children s Mental Health video every 6 weeks featuring an identified mental health champion over the website, YouTube, social media and our e- communications with the aim of at least 100 views per video after 1 month. Post a new blog to the site once every 4 weeks or more when relevant topics appear in mainstream media. Blog series: Voices from the Field: Wraparound Blog 3X a year ACCEPT Series: 4x a year Voices blog as each new video comes out Event recap blogs to include events organized and events attended Create speaker packets for team members to submit to conference opportunities as relevant. Conduct a media training for all staff and communities by May Secure media interviews as timely and needed.

14 GOAL 1 OBJECTIVES Target youth through the Texas System of Care Site Audience: Youth Tools: System of Care website and cross promotion through other online channels Objectives Create an online portal for ACCEPT s website that coincides with ACCEPT s strategic plan; aim to direct 10% of System of Care site traffic to ACCEPT s site after one year. Host 4 blogs by youth within one year on the site. Include two youth in the Voices video series in one year. Include one youth from ACCEPT to update content on social media three times weekly for a year in an effort to increase youth interaction on social media by 20%.

15 GOAL 1 OBJECTIVES Maintain and grow a robust e-communications campaign Audience: Stakeholders and Consortium Members Tools: Mailchimp Objectives Increase subscriber list by 10% by September 2015 from 685 to 753. Open rates remain higher than the industry rate on average; however, we aim to increase average open rate from 20% to 25% by September Increase click rate from 4% average to 6% by September 2015.

16 GOAL 1 OBJECTIVES Grow social media accounts Audiences Facebook: Stakeholders and consortium members Twitter: Media outlets, child-serving agencies, non-profits and foundations, Consortium members Pinterest: Females ages with interests in mommy blogging and cooking Objectives Increase Facebook likes by 50% from 396 to 594 by September Strategy: Include more list photos, infographics, images, etc. which we can then cross promote on Pinterest. Increase Twitter followers by 50% from 226 to 339 by September Increase Pinterest followers by 100% from 24 to 48 by September Strategy: Create more infographics using Piktochart Launch the YouTube Channel as its own platform and aim for 100 subscribers by September 2015.

17 GOAL 1 OBJECTIVES Children s Mental Health Awareness Day Audience: Youth & Parents in the Austin Community; System of Care communities in Texas Objectives Increase attendance from 100 in 2014 to 200 in Increase event based social media interaction using Stand Up to Stigma by 25% from last year throughout the month of May. Aim to have 3 system of care sites replicate Stand Up and Soar in May Secure two media interviews and an oped for Stand Up and Soar in May 2015.

18 GOAL 1 OBJECTIVES Media Outreach and Public Relations Audience: Outlet audiences that differ from our typical consortium members; males and females ages 35 and up, typically with a college degree and an mid to high income bracket Objectives Write one oped from various staff members and/or system of care community site leaders every 8 weeks to maintain thought leadership; aim for placement in regional and national papers Respond to relevant news, including crisis communications, to serve as an example for system of care sites. Pitch media interviews as relevant, sending at least one pitch per month to one news outlet.

19 GOAL 2 Use social marketing to engage youth and families from diverse backgrounds. Then empower them to play a pivotal role in system changes so the resulting activities are family-driven, youth-guided and culturally and linguistically competent. Messaging System of care is an effective, proven approach that needs to be widely implemented to create a better future for children, youth and their families. System of care is culturally informed and linguistically sensitive and flexible. Children and youth who use the system of care approach function better at home, in school, in the community and throughout life. Texas System of Care is committed to creating a system of mental health care that is easy for families to navigate and find the services they need. Family and youth voice are central to shaping the system of care approach and to all decision making. System of care is a collaborative approach with families and youth working in partnership with the various youth-serving systems.

20 GOAL 2 OBJECTIVES Strategy: Develop Distinct Brand for Children and Youth: ACCEPT Audience: Youth & Child serving agencies Objectives: Empower the ACCEPT communications team to drive engagement through appropriate channels; much of this in the process of being developed Determine the distinct brand Create an announcement with a blog post explaining ACCEPT when the youth are ready. Also incorporate a Kahn Academy to explain ACCEPT.

21 GOAL 2 OBJECTIVES Strategy: Conduct an Anti-Stigma Campaign Audience: Hispanic and African American males ages in the Lower Rio Grande Valley & Harris County, respectively Objectives: We have partnered with Emotion Technology to plan and execute an anti-stigma campaign targeting African American and Hispanic males ages as a primary target audience with male peers of all races as a secondary target audience. As part of this program, we hope to have materials available to other system of care communities; a youth driven media piece and training for youth to sustain efforts. The goal of this campaign is awareness and understanding of mental health and wellness, rather than specifically system of care.

22 GOAL 2 OBJECTIVES Develop culturally and linguistically competent marketing materials Audience: Will vary depending on medium Objectives: Create corresponding Spanish pieces for any English materials. Begin posting both an English and Spanish Twitter and Facebook post. Create a brochure for parents in both English and Spanish to simply explain System of Care values and principles by December 2014.

23 GOAL 3 MESSAGING Fully support social marketing efforts at the system of care communities. Messaging: Texas System of Care provides statewide training in system of care values, principles and best practices. Texas System of Care is prepared to help and support any community that would like to establish or expand system of care services.

24 GOAL 3 OBJECTIVES Audience System of Care community project leads and staff Tools communications, Social Media, Phone calls Objectives: Encourage each community to set up an list serve by September Encourage system of care communities to set up Twitter and Facebook accounts by September Encourage system of care communities to download and follow the CMHAD toolkit by May Conduct a media training for system of care communities by May Work on an oped with each system of care community and place one in the local paper by September Encourage system of care communities to hire an intern to help with social marketing activity by September 2015.

25 INDEPENDENT WEBSITE GOALS Our homepage gets the most clicks, thus: Ensure updated coverage at least 1x monthly through staff blog posts; Voices video series; infographics using Piktochart; and upcoming webinars, etc. Crisis Messaging: We can t be afraid to respond to news such as the Tea Party supporting gay conversion therapy or foster care deaths. We can comment in a respectful and nonpartisan way, and serve as a communications example for system of care communities. Create a CLC tab and page to support the cultural conversations series which we ll also launch on YouTube. Create a page with a Q&A Guide with tabs such as Getting Started; Who Can Help; Where Can I Find Services; What Should I Expect with information about services in Texas. Produce Kahn Academies to explain complex ideas in a simple way. It would be great if each staff member could write a Kahn explaining their role to start.

26 INDEPENDENT YOUTUBE GOALS Launch the YouTube Channel as its own medium by November Create a video schedule to include: Kahn Academies Potential topics: Evaluation, CLAS Standards, Wraparound Voices CLC Cultural Dialogue Discussions Staff thoughts on specific topics (which could correspond with a Kahn Academy)

27 GUERILLA MARKETING During Awareness Weeks, we should set up guerilla marketing displays to further increase understanding of the issue at hand. Examples include Suicide Prevention Week, CMHAD, Recovery Month, etc.

28 PERSONAL GOALS Attend more hearings and community events among the system of care sites to provide better information and engage key stakeholders. Improve web design skills. Contract with a graphic design artist and videographer to create catchy and engaging Texas specific videos.