Developing Successful Marketing & Public Awareness Campaigns

Transcription

1 Developing Successful Marketing & Public Awareness Campaigns for Government Organizations Presented by Rebecca Royen & Kellie Hensley

2 Who We Are Rebecca Royen Marketing & Communications Manager Kellie Hensley Marketing Coordinator Center for Advanced Public Safety CAPS is a research center in the Computer Science Department in the College of Engineering. We chiefly develop software for state agencies focused on Law Enforcement and Traffic Safety. As part of our outreach activities in the past few years, we have been running public awareness campaigns for state agencies, sometimes in conjunction with product development and sometimes to promote agency initiatives.

3 ! The Challenge SUCCESS IS NOT NECESSARILY MEASURED IN DOLLARS NO CLEAR CALL TO ACTION How do we overcome? Set clear goals and devise strategy to achieve those goals. - Increase website traffic - Brand recognition - Public awareness - Media attention

4 Elements of the Campaign Create Brand Identity Analyze using Measurement Tools Develop Targeted Content Use Social Media to Boost P.R. Leverage Traditional & New Media

5 Create Brand Identity Logo Name & Tagline + Colors Look & Feel Graphics When someone sees your ad, they should know it s yours

6 Develop Targeted Content COMPLEMENTARY MESSAGES Who says you have to say the exact same thing in every ad in every media? DESIGN FOR THE MEDIUM Consider the audience, ad size, average time to view ad, ad interactivity, etc. CARRY AD CREATIVE THROUGH WEB Ad creative can extend to profile pictures, cover images, social media posts, website headers, and website color schemes. Creative should encourage interaction. Think about how/when/where your ad will be seen.

7 Media Mix Using ad venues to gain exposure. Pay to play. PA ID Creating your own content in an economical way. Others promoting your brand. Most genuine. OW NED EARNED Leverage owned, earned, and paid media to build a comprehensive marketing strategy

8 Media Mix ADVERTISING Paid Search Online Ads Social Media Television Print Outdoor Radio SHARING Mentions Shares Reposts Reviews Articles News Clips PA ID CREATING Website Content Blog Social Media OW NED EARNED Leverage owned, earned, and paid media to build a comprehensive marketing strategy

9 Traditional Media New Media STEP 1: Determine campaign goals and audience STEP 2: Determine media mix RESULTS: A customized media mix EFFECTIVE CAMPAIGNS: utilize a VARIETY of media, but not necessarily all media. TELEVISION PRINT RADIO DIRECT MAIL OUTDOOR DIGITAL ADS SOCIAL MEDIA MUSIC PLAYERS CONTENT SPONSORSHIP PAID SEARCH

10 Using Social Media to Boost PR ESTABLISH PRESENCE An agency s social media presence lends credibility to the agency as a whole and to specific initiatives. JOIN THE CONVERSATION Create original and engaging content. Promote complementary programs. Respond to engagement. CONNECT WITH OTHERS Like and follow other similar organizations or companies to put you at the the table 210 million daily users (US & Canada) 39% of all US social media users 2 nd largest search engine 43% of Top 100 brands post daily B2B connections

11 Social Media Expectations & Goals Set clear Rules of Engagement Social media can be a 24 hour, 7 day a week job. Determine your organization s response policy. Define parameters for deleting a post, picture, tweet, etc. Crisis Plans i.e. active shooter, weather emergencies Hashtags Engage with others through hashtags and trending topics. Get involved in something bigger than your organization Squatting Claim your page even if you are not using channel. Direct visitors to active channels

12 Analyze Using Measurement Tools Set specific GOALS & identify indicators of success at the START of a campaign. Google Analytics Campaigns/Custom URLs Bounce Rate lower = better Organic Keyword Search Demographic & Geographic Info Click rates Heat Map Evaluate creative by seeing where people have moused-over or clicked Reports Paid search results Click through rates Engagements Interactions Facebook Insights Likes Clicks Engagement Digital Dashboard Regular monitoring means greater control Ask vendors for reports. It s their job!

13 CASE STUDY: Be Sure to Insure Campaign Alabama Online Insurance Verification System (OIVS) was created as a method for enforcing the Mandatory Liability Insurance Law. Development by CAPS & the Alabama Department of Revenue Became effective January 1, 2013 Public Awareness Campaign Coordinated: - Phase I: September 2012-October Phase 2: February December 2015 Slogan: Be Sure to Insure

14 BSTI: Campaign Goals & Strategy Message: New enforcement mechanism being put in place Remind drivers to be prepared to show proof of insurance to law enforcement and licensing officials if it cannot be automatically verified Media Mix: Static Digital Pre-Roll Videos Truck Panels Social Media Website Television Streaming Radio Target Audience: Alabama residents who own and operate motor vehicles Timeline: February-December 2015 Increase awareness and brand recognition.

15 BSTI: Creative Assets & Targeted Content Variations on the theme represent diverse populations and combine with icon style graphics

16 BSTI: Creative Assets & Targeted Content Pre-Roll video designed to keep viewers watching past the skip time

17 BSTI: Social Media Creative LOGO Graphic variation of ads PROFILE PICTURE Custom sized graphic, variation of ad creative COVER PHOTO Elements positioned to be clearly visible: Not interfering with site name, profile picture, or buttons SLIDERS 3 image+graphic+text options rotate Messages include current and past ad copy and site capabilities Consistent creative guidelines were used on web & social channels

18 BSTI: Social Media Interaction IDENTIFY ISSUE RESPOND - Address Issue - Give Accurate Info - Use Positive language - Link to Additional Info

19 BSTI: Measurement Tools Pre-Roll Dashboard

20 BSTI: Measurement Tools Digital Ad Heat Maps Impressions Achieve Awareness Goals Average Impressions: 27K per version Total Exposure: 255 hrs. Click through Rate No Call to Action = low CTR Achievement of this campaign s goal are not reflected by CTR Information helpful in making decisions about creative.

21 BSTI: Measurement Tools Responsive Rich Media Graphs

22 BSTI: Measurement Tools Google Analytics for Website Set Campaign Date Parameters Locate site and general site analytics Daily Sessions graph displays a flight schedule

23 Custom URLs from Google URL Builder track digital campaign performance categorized by vendor BSTI: Measurement Tools Google Analytics for Digital Ad Campaigns

24 CASE STUDY: Atlas Alabama Atlas Alabama: The Atlas Alabama website was developed concurrent to the establishment of the Alabama Small Business Commission to provide a free, online portal for entrepreneurs and small business owners to find and access local city and county small business resources. Sponsored by the Alabama Department of Revenue Supported by Governor Robert Bentley

25 AA: Campaign Strategy & Goals Message Atlas Alabama is a free online resource for entrepreneurs and small business owners. The Alabama Small Business Commission is here to help Alabama. Target Audience Primary: college-educated, upperincome, homeowners, aged 35+ in metro markets Secondary: entrepreneurs under 35, tech-savvy up and comers Goals - Awareness for and promotion of the Alabama Small Business Commission - Promote and establish branding for Atlas Alabama - Reach entrepreneurs and small business owners through targeted media plan Media Mix - Print - Radio - Television - Digital - Billboards - Social Media - Flyer & Poster - Promotional Materials

26 AA: Branding & Creative Asset Creation Especially helpful when outsourcing production Creative guide ensures brand consistency

27 AA: Creative Assets & Targeted Messages POSTER WEBSITE MOBILE BILLBOARD PRINT DIGITAL

28 AA: Creative Assets & Targeted Messages Commercial : Personal appeal: Illustration of a local small business owner using Atlas Alabama.

29 AA: Measurement Tools Google Analytics Session Maps & Newsletter Sign-up Goals DECATUR: 658 HUNTSVILLE: 715 BIRMINGHAM: 1,019 TUSCALOOSA: 947 HOOVER: 649 MONTGOMERY: 1,960 MOBILE: 550 Newsletter sign up goals express engagement Original target markets confirmed & potential markets identified.

30 AA: Measurement Tools Google Analytics: Paid Search KEYWORD SESSIONS BOUNCE RATE PAGES PER SESSION how+to+start+a % :52 +business starting+a+business % :31 starting+a+small % :19 +business starting+a+company % :31 forms+for+new +business % :53 AVG. SESSION DURATION (in minutes) Keywords can be adjusted mid-campaign to maximize performance

31 AA: Measurement Tools Facebook Insights Available once 30 page likes have been reached Promote related community and national programs Engagement is key

32 Questions & Comments? Rebecca Kellie Thank you for having us at HighEdWeb 2015! Applause! APPLAUSE! APPLAUSE!