Online Outreach & Marketing Strategies

1. Online Outreach & Marketing Strategies Anna Zimmerman, Outreach and Marketing Coordinator

2. Health-e Moms Grant Project • Using digital tools and social media to direct pregnant women and new moms to health/nutrition information and resources • Part of a 3 year Federal Grant (First Time Motherhood/New Parents Initiative) awarded to the Department of Health (ended after 2 years) • WithinReach worked with DOH to conduct the Health-e Moms grant activities

3. This project connected Pregnant women and new moms to health and nutrition information and resources through the WithinReach: • CALL CENTER • Family Health Hotline • (800) 322-2588 • WEBSITE • www.ParentHelp123.org

4. Video: How WithinReach Connects Families with Basic Needs

5. Health-e Moms Project Components • PSA Banner Ads • Refresh of ParentHelp123 Website • Optimization of ParentHelp123 for Mobile Phone • Online video for health and social service providers • Ad’s (Google, Bing and Facebook) • Online video for pregnant women and new moms • Website Buttons, & Badges • Search Engine Optimization

6. The Changing Digital Divide • Internet use no longer requires a laptop computer- about 88% of American adults have a cell phone. Of those, 53% own smartphones. • Among smartphone owners young adults, minorities, those with no college experience and lower household income levels are more likely to say that their phone is their main source of internet use. • Both African Americans and English speaking Latinos are as likely as whites to own a mobile phone, and are more likely to use their phones for a wider range of activities. * Source: Pew Internet Digital Differences Report, April 13 2012

7. Social Networking Use • As of August 2012 69% of online adults use social networking sites • 66% use Facebook • Women are more likely to use social networking sites than men (75% of women vs. 63% of men)

9. Social Media- Facebook Started ParentHelp123 Facebook page in January 2012 Connect Parents around the state with health and food information and resources As of Feb, 13, 2013 we have 1, 526 fans from around the State

10. Health-e Moms Online Campaign • May – August 2012 • Statewide digital campaign targeting pregnant women and new moms aged 18-35 • Promoted 3 main topics on the ParentHelp123 website: • Prenatal Care (First Steps enrollment) • Nutrition • Postpartum Care • Used display banner ads, Google AdWords, Bing and Facebook advertising • Promotion of Washington Cute Baby Video

11. Banner Ads - Prenatal Care

13. Search & Facebook Strategy • 17 copy variations for the 3 topic areas for Google AdWords and Bing • 22 copy variations for the 3 topic areas for Facebook Facebook Advertising Google AdWords Bing Search

14. The Campaign was a Success! • The three month campaign netted over 60 million impressions and over 40,000 clicks • Bing = 18,000 clicks • Facebook ads= 6,500 clicks. The campaign resulted in a total fan base of 1,376 - a 1,623% increase! • The banner ads= 8,000 clicks

15. Ad buy outcomes • Google is more expensive, but it’s an important part of any search campaign since over 60% of all internet search happens on Google • The surprise winner for this campaign was Bing! For this demographic it is a great reach tool and is less expensive than Google Adwords. • Another surprise winner for this campaign was Facebook. The social ads that promoted a post from the ParentHelp123 page were very successful. • The banner ads were the most expensive and the poorest performing ad type for this campaign. • Long lasting impact on organic Google ranking

16. More Traffic = A Good Thing! • Overall traffic to the ParentHelp123 site increased during the campaign by 135% as compared to the previous 3 months of traffic. • Overall mobile traffic to the ParentHelp123 site increased during the campaign by 83.2% as compared to the previous 3 months of traffic.

17. Why create video? • 71% of online adults use video-sharing sites such as You Tube or Vimeo • Rural internet users are just as likely as users in urban areas to have used these sites. • Non-whites are more likely to use video-sharing sites than whites. 69% of white internet users said they had used video-sharing sites as compared to 79% of non-whites (African-Americans, Hispanics and others) *Source: The Pew Research Center’s Internet & American Life Project, 7/5/2011

18. Washington Cute Baby Video Why? To connect pregnant women and new moms in WA State to health services and resources through www.ParentHelp123 and the Family Health Hotline. Top Criteria: • Short, easily sharable • Engaging for our target audience • Represents ethnic diversity • Evokes feeling Concept: Milestones Moments birth-18 months • Solicited user generated content through ‘Cute Washington Babies Video and Photo Campaign’ • Gathered over 100 videos and photos from across WA

19. Video Shared via Social Media • In 3 months, the video received over 2,000 views! • 657 views were from Facebook ads

20. Online campaign Lessons Learned • Call to action should be a clear and easy to complete task. • Timing is important. Summer tends to be a slower outreach month, and other months may be more effective. • Bing and Google ads had different top performing ads suggesting different audience interest. • Tailor content to the audience and communication channel.

21. Lessons Learned ~ Continued • Display advertising (Banner ads) is expensive and not the most effective way of reaching this population. • Our target audience is on Facebook and younger audiences are using it as a way to ask questions and get more information. • Update Facebook ads often – they perform better with new content monthly. • Video is powerful way to tell your story/promote your resource! • Not always easy to measure impact of online campaigns beyond clicks

22. Thank you! Questions? Comments? Email me at annaz@withinreachwa.org