 
Anna Galian, Keiko Hoen, Matt Rosenthal, Sean Mohan
Illustrating the benefits of the flu vaccination
The estimated num...
o Current Situation
o Overall Digital Strategic Plan
o Primary Research Process
o Focus Group
o Survey
o Recommendation
o ...
 Influenza Vaccination Rates (6 months and older)
 US 45%
 VA 49.4%
 Influenza Vaccination Rates (18-49 years old)
 U...
TV Advertisement
• Get Vaccinated
• Cartoon with message
about protecting others
• Ineffective message for
target audience...
Virginia Department of Health ranked
34th of 45 State Health Departments
in their utilization of social media
Facebook
• Only for healthcare professionals
• No page for general public
• Missing channel with largest segment
of intern...
What are traits of VDH’s
target audience?
Which digital platforms
should VDH use?
How can VDH engage the
target audience?
...
Glocalization
“The adaptation of a product or service specifically to each
locality or culture in which it is sold”
Global...
Who uses this platform? What do we want to do?
Facebook
• 67% of internet users
• Mostly even across
age groups
• Public-f...
Focus Group
Survey
Strategic
Recommendation
Key Insights
Key Insights
Participants
•Five males, two
females all between
18-22
•Four seniors, one
junior, two freshmen
•Varying majors/fields
of ...
Key Motivators
• Sense of Trust
• Convenience
• Parental Influence
Key Barriers
• Apathy
• Inconvenience
• Forget to get o...
Tested two main concepts, developed from
key focus group insights and secondary
research about target market.
Parental
Inf...
Ad 1: Parental Influence Ad 2: Fear of Missing Out (“FOMO”)
3.07
3.04
2.8
2.85
2.9
2.95
3
3.05
3.1
3.15
3.2
Parents FOMO
Comparison of Ad
Ratings
1 = Definitely Won’t, 5 = Definitely...
“After viewing the message on the
preceding page, how likely are you
to get a flu shot next year?”
1 = Definitely Won’t, 5...
1 = Definitely Won’t, 5 = Definitely Will
“After viewing the message on
the preceding page, how likely
are you to get a fl...
Parental
Influence Ad
Resonated
with Women
“FOMO” Ad
Resonated
with Men
Strategic
Recommendation
INSPIRE
ACTION
(ages 18-25)
Parents
4 in 7 students indicated that
they didn’t get their flu shot until
their parents remi...
Key Insight: Parents are the one of the key drivers for children to get vaccinated
Digital World
• Facebook Ads
• Twitter
...
Key Insight: Parents are the one of the key drivers for children to get vaccinated
Pinterest
Visual Content
TWITTER
Sharin...
Protect your family from the flu!
Remind everyone to get vaccinated
this flu season.
FACEBOOK
A Friendly Reminder
Keep you...
Digital World
• Facebook Ads
• Twitter
• Concept: FOMO
Physical World:
• Increase vaccination rates among
target market to...
Never miss out…
…with the flu vaccine
Share where you got your flu
shot &DON’T MISS OUT on a
chance to win a free GoPro!
S...
Evaluation using measurement tools
December
Launch the campaign
September to December Social platforms and vaccinations in...
Facebook:
Facebook report
Number of Clicks on
the Ads
Twitter:
Report from
“tweetreach”
Number of retweets
Pinterest:
Pint...
• Facebook ads cost
• Lifetimebudgetfor 4 months
• Per clickto VDH website
• Cost for domain name (landing page)
• Incenti...
Overall Strategy: Glocalization
Strategic Recommendations
Digital
Communications
to Inspire Action
Two-Pronged
Marketing
A...
Questions?
 Part of target market are not in college
o Focus on an activity or organization that they all enjoy
o Sport Leagues - ac...
Out of Office Days Add up
Don’t let the flu decide your sick days for you
2.71
2.65
2.4
2.45
2.5
2.55
2.6
2.65
2.7
2.75
2.8
2.85
2.9
Under 21 21 Or Older
FOMO Ad By Age (Excluding 0 & 5 Outliers)
...
 Social media has improved analytics
 Social media is mobile media
o The Pew Research Center has found that “nearly two-...
 http://vimeo.com/61580880
VDH Flu Vaccine Presentation
VDH Flu Vaccine Presentation
VDH Flu Vaccine Presentation
VDH Flu Vaccine Presentation
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VDH Flu Vaccine Presentation

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A group presentation outlining a digital strategy to help the Virginia Department of Health (VDH) increase the flu vaccination rate among 18-25 year olds in Virginia, as well as an overall digital strategy to help the VDH connect with Virginia residents.

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  • We know all the benefits but why isnt this translating?? Is the goal of driving action for 18-25 year olds too ambitious? We argue, definitely not. We are thrilled to share with you as to why we can convey all of these statistics in an intriguing way in order to deliver tangible results. Population of arizona, passengers of 1,067 mega cruise ships or all the fans in a FULL NFL stadium
  • http://mphprogramslist.com/top-45-most-social-media-friendly-state-health-departments/There is a maximum score of 100:40 points for Twitter30 points for Facebook30 points for YouTube
  • People: What are my customers ready for? Answer using the Social Technographics Profile. Important to assess what your customers will engage.Objectives: What are my goals? Ex: marketing, generating sales, internally for customers.Strategy: How do you want relationship with your customers to change? Ex: want customers to carry messages to others, to become more engaged with the company.Technology: What application should you build? Pick the appropriate technologies.
  • Applying a geographic approach to a demographic strategy Targeted MarketingTailored messagingGlobal Goal: inspire actionLocalized Method: differs depending on audience and associated interestsIdea: Coca Cola
  • Keiko
  • KeikoWhy? Focus Group and ResearchWhich platform is most effective?! & WHY - Because the ad was positively received with our survey, we know that kids to indeed respond to what their parents tell you to do – as long as it isn’t Mom wagging their finger at their children
  • Keiko- Because the ad was positively received with our survey, we know that kids to indeed respond to what their parents tell you to do – as long as it isn’t Mom wagging their finger at their children
  • Add facebook logo
  • Keiko – animate, switch orderDigital – fomo and the activities you will miss out on if you don’t get the flu shot Facebook ads – will use FOMO concept to entice students to click on the landing page College Student Emphasis - #’s speak for itself Incentives to encourage those to share their location Adjust to fit geographic region in VA to better resonate with studentsRelate to activities that they will “miss out on” if they don’t get the vaccineIncorporate aspects of convenience and trust  Convenience - Landing page - enter zip code and find closest place near you (VDH certified location - trust and safe!!) Don’t hide the location feature Fast Facts - debunk all the myths (without actually discussing myths) Focus on College & University (list them - quantify it) - Partner with health centers # at the truck - tweet it and enter to win at your schoolVCU basketball game - relative to region (leave it up to the school) Activities you are scared to miss out on“Dont miss out on the chance to win 4 tickets to ____ concert! Share where you got your flu shot”Landing page will have FOMO and list of VDH certified locations See if your school is participating Encourage to bill it to your tuition bill (fees) I got a sticker Everyone gets sick on a college campus - constant interactions
  • VDH Flu Vaccine Presentation

    1. 1.   Anna Galian, Keiko Hoen, Matt Rosenthal, Sean Mohan Illustrating the benefits of the flu vaccination The estimated number of flu-associated illnesses prevented by the flu vaccination during the 2012-2013 season: million AZ million The estimated number of flu-associated medical visits prevented by vaccination during the 2012-2013 season: The estimated number of flu hospitalizations prevented during the 2012- 2013 season:
    2. 2. o Current Situation o Overall Digital Strategic Plan o Primary Research Process o Focus Group o Survey o Recommendation o Strategy & Execution o Implementation & Evaluation o Conclusion
    3. 3.  Influenza Vaccination Rates (6 months and older)  US 45%  VA 49.4%  Influenza Vaccination Rates (18-49 years old)  US 31.1%  VA 37%  Target Market ages 18-25  Working Professionals  College Students (534,000 students in VA) 363,000 students not receiving their flu shot every year
    4. 4. TV Advertisement • Get Vaccinated • Cartoon with message about protecting others • Ineffective message for target audience Radio • Target audience (18-25) listens to less radio than other generations • Use other streaming audio services or personal music collections • Less persuaded by radio advertising
    5. 5. Virginia Department of Health ranked 34th of 45 State Health Departments in their utilization of social media
    6. 6. Facebook • Only for healthcare professionals • No page for general public • Missing channel with largest segment of internet users Twitter • 650 Tweets, Following 255, Followers 1,195 • Mostly government officials and news stations • Not reaching 18 – 25 demographic YouTube • 79 subscribers • CDC has 18,334 • 32 Videos • 76,126 views • “No Flu 4 U!” video has 44 views
    7. 7. What are traits of VDH’s target audience? Which digital platforms should VDH use? How can VDH engage the target audience? What are VDH’s goals? • High social technology behavior • Seek convenience and ease of use • Value sense of belonging • Generate awareness of importance of flu vaccine • Increase flu vaccination rate among 18 – 25 year olds • Consistent theme to inspire action • Specific message tailored to various audiences • Social Media: Facebook Twitter, Pinterest, YouTube • Landing page with more information (Charlene Li, Groundswell)
    8. 8. Glocalization “The adaptation of a product or service specifically to each locality or culture in which it is sold” Global Goal with Localized Message
    9. 9. Who uses this platform? What do we want to do? Facebook • 67% of internet users • Mostly even across age groups • Public-facing page • Encourage sharing • Targeted advertising Twitter • Frequent reminders • Informational facts • 16% of internet users • Primarily younger Pinterest • Related topics • Visual content with information • 15% of internet users • Mostly female, skewing younger YouTube • Informational videos • Sharable for other platforms • 58% of internet users • Somewhat even across age groups
    10. 10. Focus Group Survey Strategic Recommendation Key Insights Key Insights
    11. 11. Participants •Five males, two females all between 18-22 •Four seniors, one junior, two freshmen •Varying majors/fields of study General Questions •Knowledge about flu shot •General reasons for/against getting a flu shot •Sources of information •Reactions to past Facebook Ads Actual Behavior •5/7 got flu shot last year •Reasons/motivation for not getting flu shot •Reasons/motivation for getting flu shot Key Insights •Key Barriers •Key Sources of Influence •Potential Strategies
    12. 12. Key Motivators • Sense of Trust • Convenience • Parental Influence Key Barriers • Apathy • Inconvenience • Forget to get one • Anti-vaccine campaigns • Fear of contracting flu • Fear of needles
    13. 13. Tested two main concepts, developed from key focus group insights and secondary research about target market. Parental Influence Fear of Missing Out (“FOMO”)
    14. 14. Ad 1: Parental Influence Ad 2: Fear of Missing Out (“FOMO”)
    15. 15. 3.07 3.04 2.8 2.85 2.9 2.95 3 3.05 3.1 3.15 3.2 Parents FOMO Comparison of Ad Ratings 1 = Definitely Won’t, 5 = Definitely Will • Both ads received marginally favorable ratings • No apparent differences in response to the two ads • How can we use this data to develop a strategic recommendation that: • Resonates with the target market? • Inspires Action? • Dig deeper into data to uncover trends
    16. 16. “After viewing the message on the preceding page, how likely are you to get a flu shot next year?” 1 = Definitely Won’t, 5 = Definitely Will 2.14 2.88 1.9 2.1 2.3 2.5 2.7 2.9 3.1 Men Women
    17. 17. 1 = Definitely Won’t, 5 = Definitely Will “After viewing the message on the preceding page, how likely are you to get a flu shot next year?” 2.92 2.5 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 3 Men Women
    18. 18. Parental Influence Ad Resonated with Women “FOMO” Ad Resonated with Men Strategic Recommendation
    19. 19. INSPIRE ACTION (ages 18-25) Parents 4 in 7 students indicated that they didn’t get their flu shot until their parents reminded them to 18 - 25 Directly communicate with target market to increase vaccination rates Only 37% of 18 – 25 year olds are vaccinated each year Digital World Physical World
    20. 20. Key Insight: Parents are the one of the key drivers for children to get vaccinated Digital World • Facebook Ads • Twitter • Pinterest • Present the facts Physical World: • Encourage children to get flu shot
    21. 21. Key Insight: Parents are the one of the key drivers for children to get vaccinated Pinterest Visual Content TWITTER Sharing the facts Immunizations save 2.3 million children each year. Remind your family to get their flu shot today!
    22. 22. Protect your family from the flu! Remind everyone to get vaccinated this flu season. FACEBOOK A Friendly Reminder Keep your family healthy Encourage your kids to get their flu shot today
    23. 23. Digital World • Facebook Ads • Twitter • Concept: FOMO Physical World: • Increase vaccination rates among target market to 40% by focusing on college students in VA Key Insight: Target market is motivated to change behavior due to “fear of missing out” • Convenient location on-campus • Half a million college students in VA Partner with College Health Centers to spread awareness and access target market
    24. 24. Never miss out… …with the flu vaccine Share where you got your flu shot &DON’T MISS OUT on a chance to win a free GoPro! See if your college is participating CONNECT. SHARE. WIN. VDH Certified Richmond, VA
    25. 25. Evaluation using measurement tools December Launch the campaign September to December Social platforms and vaccinations in Colleges Tests and Evaluation of the Ads in Facebook & Agreements with Colleges Late August Adjust parents campaign based on results
    26. 26. Facebook: Facebook report Number of Clicks on the Ads Twitter: Report from “tweetreach” Number of retweets Pinterest: Pinterest analytics Number of Pins Utilize Social Media Management Tool (hootsuite) Number of Visits to the Landing page Vaccination Rate Among Target Market
    27. 27. • Facebook ads cost • Lifetimebudgetfor 4 months • Per clickto VDH website • Cost for domain name (landing page) • Incentives. Ex: GoPro • Giveaway 1 each month • Monitor Twitterwith“tweetreach” analysis • Facebook and Pinterest have no directcost Current budget: $100,000 Facebook Ads $24,000 Landing Page $30 per year Incentives $400*4 = $1600 Twitter Analysis $324*4 = $1296 TOTAL $26,925
    28. 28. Overall Strategy: Glocalization Strategic Recommendations Digital Communications to Inspire Action Two-Pronged Marketing Approach Key Research Insights Increase Vaccination Rate to 40% by 2015
    29. 29. Questions?
    30. 30.  Part of target market are not in college o Focus on an activity or organization that they all enjoy o Sport Leagues - active demographic who care about health o River City Sports & Social Club - 3,000 participants yearly
    31. 31. Out of Office Days Add up Don’t let the flu decide your sick days for you
    32. 32. 2.71 2.65 2.4 2.45 2.5 2.55 2.6 2.65 2.7 2.75 2.8 2.85 2.9 Under 21 21 Or Older FOMO Ad By Age (Excluding 0 & 5 Outliers) 2.78 2.17 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 3 Under 21 21 Or Older Parents Ad By Age (Excluding 0 & 5 Outliers)
    33. 33.  Social media has improved analytics  Social media is mobile media o The Pew Research Center has found that “nearly two-thirds (63 percent) of cell phone users now use their phone to go online,”  Visual media refers to photos, infographics and imagery found on social networks such as Pinterest and Instagram. o Visual content receives 94% more views  Transmedia and cross channel storytelling
    34. 34.  http://vimeo.com/61580880

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