Easy Steps Q2 Metrics Campaign Dates: May 8 July 31, Report Updated: 11/1/2013

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1 Easy Steps Q2 Metrics Campaign Dates: May 8 July 31, 2013 Report Updated: 11/1/2013

2 Safer Foods Campaign Summary Overall, the Safer Foods campaign was successful, garnering both grassroots viral reach and earned media publicity. Views and overall campaign reach exceeded expectations and outshone the Healthy Nursery campaign by 60%. ebook 27,729 views* Safer Foods Infograph 17,352 web visits; 19,933 pageviews Webinar: 397 registrants, 92 attendees #SaferFoods Twitter Party 771 tweets, 164 contributors 413,729 Twitter audience reach Facebook Campaign: 1,333,045 total impressions *Data as of July 29, 2013 August 1,

3 ebook Stats The Safer Foods ebook campaign saw an increase in overall reach over the previous Easy Steps campaign. The ebook itself garnered 27,729 Views the second highest amount of any Easy Steps ebook to date. This is a 72% increase in visits over the Healthy Nursery ebook campaign in Q1. The Safer Foods ebook was downloaded as a PDF 309 times (1% of viewers downloaded as a PDF). 27,159 Content interactions (zoomed, clicked to pages, clicked on assets/links) 166 ebook prints

4 Resource Center - Landing Pages The Easy Steps Resource Center landing page continued to draw visits and pageviews, but it was not a key force in driving traffic to the campaign assets. Healthy Child Resource Center 4,756 Visits 11,577 Pageviews Easy Steps Resource Center 1,560 Visits 3,852 Pageviews Data collected between May 8 July 31, 2013

5 ebook - Marketing & Promotion Promoting the ebook via marketing continued to show success. Although no one individual was particularly strong, overall marketing efforts helped drive clicks to key campaign assets. The first Dedicated Blogger received an open rate of 21.5% and a click rate of 2.7% ranking above industry averages for good CTR rates. The Promo Newsletter ( sent to 98,053 subscribers) on 5/30 had a click rate of 2.2%.

6 Farm to Fork : INFOGRAPHIC STATS The Farm to Fork Infographic showed growth over the previous Healthy Nursery infographic, garnering 56% more visits. The infographic also proved to be a useful public relations tool, garnering earned media publicity. Web Traffic: 17,352 web visits 19,933 pageviews Media & Press Publicity 83+ million press impressions Featured in online media outlets such as Huffington Post, Buzzfeed, Care2, and MindBodyGreen The infographic was also promoted in an editorial feature that ran on June 3, The Healthychild.org blog currently averages between 10,000-15,000 monthly visits.

7 Infograph Promotion Marketing The Infographic Dedicated drove traffic with a 3.5% Click-Through-Rate (0.5% above non profit industry standards) despite a fair open rate of 15.6%. Dedicated , Sponsor logo feature Sent to 99,432 subscribers 15.6% open rate 3.4% click rate

8 Pinterest Contest Healthy Child s second-ever Pin to Win contest achieved a substantial follower growth rate of 24%. Due to better management and a popular prize, contest entries increased 23% over the Q1 campaign. With a steady number of campaign repins, the Pinterest Contest drove traffic to the infographic. Total Campaign repins: 4,830 Official Contest Entries: 202 Unique Visits from Pinterest*: 12,464 Total Pinterest Impressions during campaign: 1,003,197 * Data reported on Pinterest Analytics 7/31/2013 Confidential May 08,

9 Pinterest Contest s Marketing Blogger promotion continued to out-perform general subscriber list outreach. For the Blogger on 6/4/2013, the CTR reached a high of 3.8%. Open rates for the General Subscriber Outreach remained consistent (between 11-15%) but the click rate clocked at 1.3%. Blogger Feature: & % open rate 3.8% click rate Subscriber Feature, Sent % open rate 1.3% click rate

10 #SaferFoods Twitter Party The Twitter party saw moderate success in overall reach, with the total count at 413,729 users reached. The party generated 3,165,240 Timeline Deliveries via 164 contributors. Although the number of contributors was fairly low, the party s influencers (such as Catherine McCord increased the viral reach. Despite a good 19% open rate, the Twitter Party saw one of the lowest blogger CTR during the campaign 1.2%. To improve future outreach, all promo s should include graphics. *Data accurate as of June 2013 reporting. Confidential August 01,

11 Safe Nursery Webinar Despite a successful registration period, the webinar saw a 77% drop off rate and received few YouTube views. 397 registrants, 92 attendees YouTube views: 157 views Promotion & Marketing: The webinar marketing drove clicks among bloggers and influencers. The blogger had a high 26.5% open rate and a decent click through rate.

12 Social Media Facebook Campaign The Safer Foods Facebook campaign promoting showed moderate success and did drive traffic to the resources. Despite garnering almost 1 million impressions, user engagement was somewhat low at 3%. To further drive traffic and create conversation, our future engagement rate goal should be 5+%. 669,434 unique users reached via 53 posts 3% post engagement rate 1,333,045 total impressions Campaign Reach Note: Social media reach data is based solely on the reach of 46 social media posts specifically promoting the Safer Foods campaign Between May 8 - July 31,2013.