Representation of weekly progress reporting for a governmental email campaign as presented to key stakeholders.

1. Email & SMS Campaign Update
Michigan Department of Education
Weekly Performance Reporting
September 26, 2021

2. Campaign to Date thru September 26, 2021
Insights & Impact
Campaign Subscriber Growth
Subscriber Growth
As we surpassed the 3,000 milestone for subscribers, we experienced a 7% growth week
over week in new subscriptions adding 237 new subscribers.
Campaign impressions have been adjusted to include both paid media and subscriber opt-in
impressions to better represent the number of touches the campaign has created to date. As
the media campaign concluded this past week, and as the campaign is temporarily
suspended, the number of weekly impressions have dropped back to past levels of weekly
reporting.
3,571
Prior Week: 3,334
Total Subscribers
237
Prior Week: 362
New Subscribers
Campaign to Date Key Vitals Snapshot
7%
Prior Week: 12%
Weekly Delta Change
2
Prior Week: 452,423
Weekly Impressions
Delta Δ: Week over Week Total Subscriber Change
MIMIGHTYMEALS
36 73 100 714 1,444 2,001 2,459 2,972 3,334 3,571
0
200,000
400,000
600,000
800,000
0
1,000
2,000
3,000
4,000
19-Jul 26-Jul 2-Aug 9-Aug 16-Aug 23-Aug 30-Aug 6-Sep 13-Sep 20-Sep
Impressions Subscribers

3. Insights & Impact
Subscriber Self-Identification by Channel Acquisition
Subscriber Acquisition
Campaign channels continue to reinforce school communications among all audienceswith
more than 615 value-added informational clicks to the MDE Nutritional Page.
Of recurring note, the callout for expanded subscribers via the Granicus (FGU) Networknow
represents 12% of all subscribers over a brief activation period. KPI analysis for school meals
served is pending as data becomes available.
7% 2%
2%
9%
68%
12%
Website
Email
Print Comms
Paid Search
Paid Social
FGU Network
Subscriber Source
MIMIGHTYMEALS
Audience Targeting Website Email Print Comms Paid Search Paid Social FGU Network Totals
Families & Students 193 60 1 254
Parents & Guardians 93 65 2 160
School Administrators 40 3 43
Media: General Market 308 356 664
Media: Geo-Centric 89 89
Other + Unidentified 1,791 399 2,190
Note: Subscriber counts represent total new subscribers and may be slightly different compared to total net subscribers.
Channel attribution counts may also differ from other self-dentification counts based on a mid-campaign optimization adjustment to install mandatory question responses.
Campaign to Date thru September 26, 2021

4. Insights & Impact
Subscriber Self-Identification Segmentation
Subscriber Details
Prior to program suspension, all audiences continued to show interest and support for
the Mighty Meals program.
669 School Districts have now been represented in the campaign engagements.
Communications across all audiences including families in the past who have not
eaten school meals continue to show interest for learning more about the program.
Top School Districts Identified
54%
25%
21%
Yes
Sometimes
No
Subscribers
Who Currently Eat
School Meals
Email vs Mobile Subscribers
MIMIGHTYMEALS
Might Meals Subscribers
Educator, Administrator, Food Service
Director
Families or Students Parents or Guardians Other | Undefined
Subscriptions 93 32 903 2,531
% Total 3% 1% 25% 71%
Note: Subscriber counts represent total new subscribers and may be slightly different compared to total net subscribers.
Campaign to Date thru September 26, 2021

5. District (Top 50) Participation
MIMIGHTYMEALS
Subscription Rank x District Name x Subscription Count
1
Warren
Consolidated
99 11 Livona 29 21 Muskegon 19 31 Lapeer 15 41 Mona Shores 14
2 Detroit 62 12 Saginaw 28 22 Niles 19 32 Battle Creek 14 42 Lakeshore 13
3 Utica 55 13
Bay City Public
Schools
28 23 Wyandotte 17 33 Walled Lake 14 43 South Lyon 13
4 Wayne Westland 48 14 Lakeview 25 24 Lincoln Park 17 34 Farmington 14 44
Saginaw
Township
13
5 Lansing 38 15 Jackson 24 25 Dearborn 16 35 Davison 14 45 Kentwood 12
6 Kalamazoo 37 16 Port Huron 24 26 Holt 16 36 West Ottawa 14 46 Bedford 12
7 Lâ Anse Creuse 36 17 Flint 24 27 Monroe 16 37 Troy 14 47 Oakridge 12
8 Grand Rapids 36 18 Plymouth Canton 23 28 Taylor 15 38 Southgate 14 48 Kent 12
9 Waterford 34 19 Van Buren 22 29 Oakland 15 39 Grosse Pointe 14 49 Huron Valley 12
10 Chippewa Valley 31 20 Portage 20 30 Rockford 15 40 Macomb 14 50 Midland 12
Campaign to Date thru September 26, 2021
642 School Districts are NOW represented in the campaign engagements.
Map Plot of All School District Engagements

6. Campaign to Date | August 13 thru September 26, 2021
Insights & Impact
Campaign Outreach
Communications Impact
The Welcome Campaign, launched on September 16, was building momentum prior to program suspension. Parents &
Students who opted into communications before September 16 received one message, segmented based off
their responses to the questions on the sign-up form.
As performance measures, information clicks were building as more households sought more program information.
Open Rates and Click Rates were also well above industry averages for State and Local governments.
24.4%
Open Rate (Median)
Performance KPIs
1,695
Total Bulletins Delivered
12.2%
Click Rate (Median)
Mea
[ State& Local Government Median AverageBenchmarks: Open Rate 23.0% | ClickRate 2.0% ]
Message | Subject
Audience
Segment
Total Bulletins
Delivered
Emails
Delivered
Text Messages
Delivered
Bulletin Link
Clicks
Open
Rate
Click
Rate
Need a healthy meal at no cost? Try Mighty
Meals!
Students 32 18 14 0 0.0% 0.0%
Sick of packing school lunches? Mighty Meals
can help
Parents – Do not eat
school meals
940 838 102 123 25.5% 13.1%
Want to save time and money this school year?
Try Mighty Meals!
Parents - Currently eat
school meals
723 416 307 49 23.1% 10.8%
Totals / Median Averages 1,695 1,272 423 172 24.4% 12.2%
Of note: transactional triggered acknowledgment messagesare not part of this performancedashboard review.
Student mobile subscriptionsaccount for 43% of all student subscriptionswhich performancetrackingdoes not includeopen and click rates.

7. BETTER CITIZEN EXPERIENCES, DELIVERED.