FY13 Quarter 1 Report    Communications Highlights and Metrics*                     *(Organized by Strategic Plan objectiv...
World Alzheimer’s               Month/Alzheimer’s Action Day               Chinese Press               Conference         ...
World Alzheimer’s                            Month/Alzheimer’s Action Day                            Purple, purple everyw...
World Alzheimer’s Month/                             Alzheimer’s Action Day                             International Frid...
Long-distance CaregivingThe Sacramento officehelped find a family thatwas highlighted in a storyabout the challenges oflon...
Collateral                                             NEW! Caregiver GroupCollateral created in support of Enhancing Care...
General education and supportGeneral education and support messages continue to be among the most popularfeatures on Faceb...
Town Hall Meetings•   The Town Hall meeting in Reno garnered coverage by three major local network affiliates KTVN, KOLO a...
Alzheimer’s Association                          International Conference                          One of the key AAIC top...
Research resonates with our audienceOne of the most popular sections of alzheimersblog.org focuses on research updates.Art...
Walk to End Alzheimer’s                                      Earned Media                                         The sto...
Walk to End Alzheimer’s AdsThis year’s Walk advertising campaign in the Bay Area,Sacramento, Fresno, Monterey/Santa Cruz a...
Walk to End Alzheimer’sDominates our Digital Space!    The Walk to End Alzheimer’s page on our web site received 67% more...
Walk looked good!                                              Collateral fulfilled included 14 Walk program guides,      ...
Strategic Plan Metrics Media Impressions FY13 Q1 media impressions: 159,450,758, 86% higher than FY12 Q1 media Impressions...
Social Media Metrics     Facebook     FY13 Q1 Facebook Likes: 2,196, 554% higher than FY12 Q1 Facebook likes      Increas...
Other Communications Metrics     Alzheimersblog.org     FY13 Q1 visits to alzheimersblog.org: 28,126, 670% higher than FY1...
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FY13 Q1 Concern and Awareness Report

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FY13 Q1 Concern and Awareness Report

  1. 1. FY13 Quarter 1 Report Communications Highlights and Metrics* *(Organized by Strategic Plan objective)1
  2. 2. World Alzheimer’s Month/Alzheimer’s Action Day Chinese Press Conference A press conference on Alzheimer’s Action Day about the new World Alzheimer’s Report and www.alz.org/chinese garnered coverage in the area’s two largest Chinese-language print outlets, World Journal and Sing Tao, as well as on Chinese-language news station KTSF. The stories garnered at least 579,000 impressions. Letter to the Editor Campaign An Alzheimer’s Action Day letter to the editor campaign garnered 6 letters to the editor encouraging the community to wear purple and support the Alzheimer’s cause on 9/21. The letters ran in several publications including the Oakland Tribune and Contra Costa Times and garnered at least 1,180,725 impressions.2 Increase Concern & Awareness
  3. 3. World Alzheimer’s Month/Alzheimer’s Action Day Purple, purple everywhere!  News stations in the Bay Area and Sacramento markets wore purple on Alzheimer’s Action Day!  Our volunteers helped a dozen high schools and other community organization and street teams turn purple  At least 100 Facebook fans turned their Facebook profile picture purple and almost 300 took the pledge to turn purple!3 Increase Concern & Awareness
  4. 4. World Alzheimer’s Month/ Alzheimer’s Action Day International Friday Facts Four info graphics highlighting international Alzheimer’s statistics garnered 150 likes and 149 shares on Facebook (an estimated audience of 6,745 people). Blog Campaign We featured stories about the Alzheimer’s experience from around the world on our alzheimersblog.org and garnered more than 360 visits. A blog from Mona: A reflection from A poem from Philippines Elena: Chile Norm : UK “She is a woman that “I’ve only got “We never thought the tower of strength that has to deal with a dementia, and not history that eludes Bubonic plague…” she is could ever have Alzheimer’s...” her…”4 Increase Concern & Awareness
  5. 5. Long-distance CaregivingThe Sacramento officehelped find a family thatwas highlighted in a storyabout the challenges oflong distance caregiving.The story, which ran inseveral papers includingthe Contra Costa Times,San Jose Mercury Newsand the Sacramento Bee,cited www.alz.org as aresource for families facingthis challenge. Dr.Elizabeth Edgerly was alsoquoted as an expert in thestory, which garnered2,084,019 impressions.5 Enhance Care and Support
  6. 6. Collateral NEW! Caregiver GroupCollateral created in support of Enhancing Careand Support included multiple flyers, eblasts and on Facebookbrochures, such as the Know the 10 Signs brochure in Our Chapter was invited to be part of a beta test for a newChinese, the Circle of Care Education Conference feature called Facebook Groups. We started a group forbrochure and an issue of the bi-annual caregivers so they can seek advice, share support and getprint newsletter. connected to resources.6 Enhance Care and Support
  7. 7. General education and supportGeneral education and support messages continue to be among the most popularfeatures on Facebook and Twitter. 7 Enhance Care and Support
  8. 8. Town Hall Meetings• The Town Hall meeting in Reno garnered coverage by three major local network affiliates KTVN, KOLO and KRNV garnering at least 60,000 media impressions.• Photos from Town Hall meetings in Reno and Oakland garnered an audience of 4,100 on Facebook.8 Advance Public Policy
  9. 9. Alzheimer’s Association International Conference One of the key AAIC topics covered in media was a story about new Alzheimer’s drugs that are in the late stages of testing. This story ran in seven publications, including the Marin Independent Journal and the Monterey County Herald. In addition, CEO Bill Fisher was interviewed on KTVU about a study out of AAIC. This garnered at least 615,000 media impressions. Facebook, twitter and blog updates about the event garnered multiple likes, shares and retweets for an estimated audience of 10,000+.9 Accelerate Research
  10. 10. Research resonates with our audienceOne of the most popular sections of alzheimersblog.org focuses on research updates.Articles on coconut oil, a chemical used in microwave popcorn and one woman’s storyabout why she participates in clinical trials garnered hundreds of visits and dozens ofcomments.On Facebook and twitter, research-related content also remains popular, including anAlzheimer’s research timeline and information on Alzheimer’s Association ClinicalTrialMatch. 10 Accelerate Research
  11. 11. Walk to End Alzheimer’s Earned Media  The story of the Scholz family and their fight against Alzheimer’s was highlighted in the Santa Cruz Sentinel . The article was well received, prompting a follow up story about the family and inspiring one local reader to immediately donate $500 and another to raise $2,000+ for the Walk. Media impressions: 265,000.  Additional Walk coverage included at least 17 additional news stories which garnered at least 1 million media impressions.11 Grow Revenue in Support of the Mission
  12. 12. Walk to End Alzheimer’s AdsThis year’s Walk advertising campaign in the Bay Area,Sacramento, Fresno, Monterey/Santa Cruz and Reno marketsgarnered over 149 million media impressions. Localadvertising included radio spots, online advertising, bus andtrain advertising, mall display advertising, street banners,newspaper and billboards. 12 Grow Revenue in Support of the Mission
  13. 13. Walk to End Alzheimer’sDominates our Digital Space! The Walk to End Alzheimer’s page on our web site received 67% more visits in Q1 FY13 than in Q1 FY12. This is mostly due to the implementation of a new Google AdWords campaign. We produced and edited 13 Walk to End Alzheimer’s Thank You videos, which garnered 300 views on youtube. We saw about 300 new likes on our Facebook page due to Walk conversion in Q1.13 Grow Revenue in Support of the Mission
  14. 14. Walk looked good! Collateral fulfilled included 14 Walk program guides, 14 sponsor banners, 30+ event signs, several fundraiser flyers and photos and video recorded and posted at Walk to End Alzheimer’s in Redding, Santa Cruz and San Francisco. Slow Food Fundraiser Flyer14 Grow Revenue in Support of the Mission
  15. 15. Strategic Plan Metrics Media Impressions FY13 Q1 media impressions: 159,450,758, 86% higher than FY12 Q1 media Impressions  Increase is largely due to a larger advertising budget and diversity in outdoor advertising vs. cable tv advertising  We are about 30% lower in earned media, mostly due to less coverage of the Alzheimer’s Association International Conference (40 articles in FY12 vs 10 articles in FY13) Website Visits  FY13 Q1 Web site visits: 29,284, 32% higher than FY12 Q1 Web site visits  Visits are up overall due to new strategies with search engine optimization/search engine marketing and use of a google adwords grant15
  16. 16. Social Media Metrics Facebook FY13 Q1 Facebook Likes: 2,196, 554% higher than FY12 Q1 Facebook likes  Increase is due to organic growth, conversation of Walk pages and a Facebook ad campaign, which garnered 1,000+ likes in September Youtube FY13 Q1 video views: 2,951, 250% higher than FY12 Q1 video views  Increase is due to more content and increase social media audience Twitter FY13 Q1 new followers: 197 [out of more than 2,000 followers total], FY12 Q1 data not available  Activity includes 444 retweets and 861 clicks on content within our messages16
  17. 17. Other Communications Metrics Alzheimersblog.org FY13 Q1 visits to alzheimersblog.org: 28,126, 670% higher than FY12 Q1 visits Collateral FY13 Q1 collateral requests: 100 requests completed, produced 14 videos and took photos at 5 events17

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