Digital Growth Strategy for Choose Again Society

Digital Growth Strategy - 1
Digital Growth Strategy
Petra Petlanova & Brittaney Anderson
December 10, 2016

Table of Contents
Executive Summary
Choose Again Key Personas
Laura
Jack
Zahira
Mike
Marketing Funnel Analysis
Owned Media Strategy
Facebook
YouTube
Instagram
Blog
Paid Media Strategy
Facebook Advertising
Google AdWords Advertising
Sample Paid Search Report
Earned Media & Off-Page SEO Strategy
Earned Media & Community Conversations
Off-Page SEO Strategy
Reasoning for Unselected Items
Conclusion
Appendices
Sources
3
4
4
5
6
7
8
8
8
10
10
10
11
11
12
12
12
13
13
15
15
16
25

Executive Summary
Choose Again Society (Choose Again) is a non-profit organization located in Vancouver, BC
looking to help those struggling with mental health and relationship challenges through
their variety of service offerings. After a recent re-brand, new website and addition of
service offerings, Choose Again is looking to expand through the local market and better
diversify from competitors in order to attract customer revenue.
Our team has conducted an analysis in consideration of current operational weaknesses
and the competitive landscape (refer to Appendix 1) to determine how Choose Again can
become a leader within the non-profit counselling space and optimize its impact online
via digital marketing.
The strategies herein are built to be attainable and simple to implement for great impact
of the following 2017 business goals and priorities:
1. Create greater brand awareness and local engagement
2. Drive retreat registration via. social media/Google AdWords (SEM) advertising and
effective landing pages
3. Generate leads for paid services and convert leads into loyal customers
(Refer to Appendix 2 for the complete Digital Marketing Measurement Model.)
With a view of achieving the business objectives detailed above, our team has determined
key customer personas from lucrative demographic segments in which the actions of the
below recommendations are targeted. The recommendations within this report are orga-
nized into the following overarching categories:
Owned Strategy
• Establish an engaging social strategy
• Provide vital information through blog content
• Create engaging and effective landing pages for events and retreats
Paid Strategy
• Create an effective social advertising strategy
• Establish profit-generating Google AdWords campaign
Earned & Off-Page SEO Strategy
• Create a consistent social persona
• Discover your advocates through influencers, media outreach, and directories

Choose Again Key Personas
The following outlines key customer segments under consideration in our recom-
mendations in order to maximize Choose Again’s expansion goals. These personas
are categorized from potential of highest conversion:
Geographic Segmentation
Laura owns a house with her partner in the West Vancouver area.
Behavioral Segmentation
Laura likes to follow the latest trends in physical exercise, diet and cosmetics to keep
her appearance youthful. She shops in stores such as Hudson’s Bay and Nordstrom, and
spends a considerable amount of time at Park Royal shopping mall. She prefers organic
diet and buys her groceries at Whole Foods. She searches for information on Google and
on selected online magazines. Laura reads the reviews of every single product and service
she is about to purchase, and also relies on the recommendations of friends. She keeps
an active profile on Facebook, Pinterest and LinkedIn.2
Psychographic Segmentation
Laura is upper-middle class. She has an active lifestyle and enjoys running and yoga.
Laura likes to go shopping with friends, pampering herself in local spas and traveling to
sunny destinations. She is a spiritual person and enjoys meditation. Her career and social
encounters keep her busy, although she has secretly suffered from depression for years.
Laura’s biggest fear is depression taking over her life again. She values her lifestyle and
her family the most.
Laura’s Story
A few of Laura’s family members have suffered from mood disorders such as depression.
On and off, she has been dealing with her own depression since she was a teen, and has
some unresolved family related issues because of her condition. Many years ago, Laura
tried to commit a suicide when going through a difficult divorce. Since then, she has been
taking antidepressants, and regular medical visits have kept her condition at bay.
Laura
Demographic Segmentation
• Gender: Female
• Age: 45 – 551
• Ethnicity: Caucasian
• Education: BBA in Financial Management
• Occupation: Bank Manager
• Personal income: 70k to 90k per year
• Household income: 180k to 200k per year
• Marital status: Common-law
• Children: One adult child from first marriage
• Sexual orientation: Straight

Jack and his wife own a beautiful home in the Point Grey area.
Anytime he has a chance, Jack goes on a short hike to get some fresh air and clear his
mind. Jack loves fine dining and takes his wife to their favorite restaurants on dates. He
enjoys concerts, operas and plays. Jack has a philanthropic nature and donates to a few
charities on regular basis. He likes to shop in select stores for men such as Hugo Boss,
Harry Rosen or Gucci, and doesn’t like to spend time in large shopping malls. Jack search-
es for information on Google and select few industry websites. He is also active on Face-
book, LinkedIn and Twitter.4
Jack is constantly on the go. He goes to numerous meeting during the week and travels
for business at least twice a month. He keeps active as much as he can but life away from
home doesn’t allow for much physical exercise. Jack eats out constantly due to his life-
style. He knows that he needs to improve his diet and physical health due his decreased
energy but keeps putting it off. Recently, Jack has started thinking about his retirement
and feels anxious to stop working. His biggest fear is losing the sense of self once he
stops working. Jack and his wife take yearly vacation trips to Singapore to visit in-laws and
friends. He was brought up in Catholic faith but he doesn’t practice his religion. Jack’s fam-
ily is of a high income class.
Jack’s Story
Jack has been affected by depression and anxiety for around twenty years. Antidepres-
sants and regular medical visits have been keeping his depression in check, but Jack
wonders what it would be like to live without drugs. Jack enjoys his corporate career as a
Director of Sales in a multinational company, but his job is indeed stressful and takes a
toll on his health.
• Gender: Male
• Age: 55 – 653
• Ethnicity: Asian
• Education: MBA in Business Management
• Occupation: Director of Sales
• Household income: 200k to 220k per year
• Marital status: Married
• Children: Two adult children
Jack

Yaletown and Vancouver core.
Zahira tries to eat healthy and avoids red meat. She enjoys plant based diet and loves
eating out in trendy vegetarian restaurants. She wears comfortable and versatile cloth-
ing, and brands like Lululemon, Aritzia and Zara occupy most of her closet space. Zahira
searches for information on Google and YouTube. She likes to read reviews and is not an
impulsive shopper. Zahira keeps an active profile on Instagram, Pinterest and Facebook.6
She likes to socialize with her friends from her nursing program. However, most of her
time is occupied by work and continuous education which is very valuable to her. Occa-
sionally, she goes out to a bar or lounge with her female friends but she doesn’t drink
much. In her spare time, Zahira takes classes at her local gym and lifts weights. However,
she is not as physically active as she would like to be.
Zahira was brought up in a Hindu family and occasionally visits her local temple for
prayers. With her yearly income, Zahira is solidly in the middle class. She has no student
debt as she worked full-time during her studies, and is thinking about purchasing her first
apartment very soon. She would love to live in downtown Vancouver, preferably in Yale-
town area. Zahira’s work schedule doesn’t allow much time for dating but she would like
to settle down and have a child in the next few years. The one thing that Zahira truly loves
is traveling. Zahira’s biggest fear is her illness coming back and taking over her profession-
al life.
Zahira’s Story
Zahira suffered from childhood abuse and has never dealt with the challenges it causes in
her daily life. “Cultural conditioning made me very reluctant to seek help but I did it any-
way. I went to many therapy sessions and started taking prescribed medications but to
this day I haven’t fully dealt with my childhood trauma.”
• Gender: Female
• Age: 25 – 355
• Ethnicity: South Asian
• Education: College degree in Nursing
• Occupation: Registered Nurse
• Marital status: Single
• Children: No children
Zahira

West End and Vancouver core.
Mike loves to hang out with his friends and enjoys visiting art galleries and museums. As
a designer, Mike a strong fashion sense and shops at stores such as Topshop, H&M and
Armani Exchange. He likes to take good care of him appearance and visits spas on occa-
sions. Mike has a relatively healthy lifestyle with well-balanced diet and regular exercise
which helps in battling his mood disorder. However, he likes to have a drink or two on oc-
casions. Mike loves long walks along the sea wall, cycling and playing soccer. He searches
for information through Google and on YouTube. He is very active on Snapchat, Instagram
and Facebook.8
Mike is very creative and passionate person. He works long hours in a busy agency where
he manages multiple creative projects at once. Mike is very involved in his local LGBT
community. With his income, Mike belongs to the middle class income bracket. He is a
renter of a spacious apartment overlooking English Bay, and hopes to purchase a similar
apartment in the future. Mike is currently seeing a young man from his community but he
is hesitant to make an introduction to his parents. Mike is a spiritual man but in no way
religious. He values his community, family and career.
Mike’s Story
Mike realized that he was depressed when he was 12 years old. His parents had divorced,
and he had realized that he feels drawn to the same sex. His mood felt dark, and he had
trouble making friends at school. Mike pursued his passion for digital arts which provided
an escape to hide his true sadness. To this day, Mike feels shame and guilt for being gay.
• Gender: Male
• Age: 25 – 357
• Ethnicity: Caucasian
• Education: College diploma in Graphic Design
• Occupation: Graphic Designer
• Marital status: Single
• Children: No children
• Sexual orientation: Gay
Mike

The Marketing Funnel Analysis (refer to Appendix 3) outlines the actions taken by Choose
Again to convert possible customers. It outlines various steps in the process between
building brand awareness in the local marketing and fostering a customer loyalty, along
with outlining several communications tools at each stage.
Marketing Funnel Analysis
Owned Media Strategy
Choose Again’s owned media strategy considers current capabilities that can be better
maximized to improve their existing digital marketing strategy. Our team has focused
on improvements that could be easily made to Choose Again’s website and social media
channels to better extend its brand presence in the digital landscape.
Recommendation: Establish an engaging social strategy.
Currently Choose Again has an active social following, but this represents only 2% of all
traffic to the website. The following outlines the current strategies in place on Choose
Again’s social channels and offers alternative recommendations to better maximize en-
gagement, community involvement, and referral traffic to Choose Again’s websites and
landing pages.
CURRENT SUGGESTIONS
• Consistent daily posting
• Content mix of motivational quotes,
shares from Diederik’s page, per-
spectives on mental health
• Content is primary text based and
sometimes hard to digest. The ma-
jority of content lacks a call to action
and reference to services
• Maintain current volume of posts
• Diversify content offerings to better
reflect the local community behind
Choose Again, providing a preview
of Choose Again’s services, activi-
ties, people and retreats
• Get inspired by looking at direct
competition and other business with
similar services
Facebook
Facebook Inspiration: Semperviva Yoga
We recommend that Choose Again creates a content calendar of consistent rotating con-
tent in that is of value to the local community. This will sync social media and blog posts
in an editorial calendar and schedule it for low maintenance positing on a publishing tool
like Hootsuite, which Choose Again can activate on a free account. This can be also done
at no cost on Microsoft Excel or Google Calendars.

Rotating Content Suggestions
Mindfulness Monday
Continue Choose Again’s weekly motivational quotes every Monday with a #Mindfulness-
Monday quote overlaid on an interesting graphic. You can do this using a free tools like
Pablo or Canva.
Wednesday
Share Choose Again’s blog posts, Instagram posts, and Monthly YouTube videos.
Thursday
Promote Choose Again news, upcoming events and workshops. Always provide a link back
to website or relevant landing page.
Friday
Profile an interesting view, activity, restaurant or experience at one of Choose Again’s
retreat getaways.
Saturday
Diederik Wolsak share post. Continue to share a posts and insights from Diederik’s per-
sonal profile on a weekly basis.
Sunday
Weekly Staff profiles that included a photo and interesting advice from a member of
Choose Again’s team. This would link back to their expertise, outlooks, and experience.
Providing faces to the community behind Choose Again.
Sample post:
It’s #MindfulnessMonday. At Choose
Again we believe in 100% accountabili-
ty. Our true change comes from within.
Where do you find your inspiration?
Tips Tuesday
Provide an article, video, or insights from
another reputable source on wellness
and mental health. Monitor local news
and competitor conversations. This can
be done on Hootsuite or on the platforms
themselves by monitoring popular key-
words like: Wellness, mental health, de-
pression, happiness, support. We would
also recommend creating Google Alerts
for these topics.

YouTube
CURRENT SUGGESTIONS
• Inconsistent monthly posts that
include long form videos that range
from three to twelve minutes in
length
• Content includes customer testimo-
nials and commentary from Diederik
Wolsak
• Content does not include link back
to relevant services, upcoming or
past retreats to create call to action
and drive website traffic.
• Continue this video posting strategy
at least once per month
• Re-format videos so they are no lon-
ger than 3 minutes to ensure con-
tent is shareable and keeps viewer
interest
• Ensure content is linked on Face-
book and Instagram
• Content should include monthly
advice from Diederik that is timely
and topical
YouTube Inspiration: Mind, The Mental Health Charity
Instagram
Choose Again does not currently use Instagram. However, upon competitive analysis of
the local market, we found that Instagram is becoming an incredibly popular tool to en-
gage dialogue around health and wellness among multiple demographics. This is particu-
larly relevant in the local Vancouver market.
Our suggestion is to create an Instagram page to better connect with the local market and
access a hyper local audience. Use this as a tool to drive traffic to Facebook, Youtube and
blog by including content such as photos from wellness retreats and motivational quotes,
clips from monthly videos (with link in bio) and blog posts.
Instagram Inspiration: SuperSoul
Blog
Recommendation: Provide vital information through blog content.
Like the majority of their competitors, Choose Again currently does not operate a blog,
which can be a vital tool in maximizing SEO, driving web traffic, and engaging with the
local community. We recommend Choose Again generates thought-provoking blog con-
tent written by Diederik surrounding outlined community conversations (refer to Earned
Media Strategy) to increase shareability, thought leadership and brand awareness. Rec-
ommendations include:
• Utilize long-tail keywords (refer to Appendix 4) in blog headlines to increase
SEO performance
- Relationship Challenges – What’s Healthy, What’s Not
- Stressed Out? 5 Signs You May be Suffering From Anxiety
- Support Groups For Depression – Are They Right For You?

Utilizing paid media is a great tactic to promote Choose Again’s owned media properties,
and to generate more earned media. Choose Again has an allocated monthly marketing
budget of $1,500. In order to maximize this budget and efficiently target local demograph-
ics, our team has recommended prioritizing the following marketing channels for paid
advertising:
1. Facebook: ~$800/month
2. Google AdWords (SEM): ~$700/month
Facebook Advertising
Recommendation: Utilize part of the marketing budget towards cost effective and tar-
geted Facebook advertising.
Outlined in Appendix 6 are our recommended Facebook ad audiences for the top two
personas Laura and Jack. Our team has analyzed the most effective way to target these
local demographics on Facebook. Using the upcoming Florida retreat as an example, we
have created an ad copy, outlined in Appendix 7, with encouraging call to action which
sends traffic to the landing page outlined in Appendix 5.
Based on the advertising strategy, and current analytics of Choose Again’s limited data, we
recommend daily budget of ~$28 per ad based on ~$6 CPC (cost-per-click). We calculated
that advertising alone may result in a positive goal conversion of estimated 1% per month
with an estimated return of investment of over $2, 160 per ad, outlined in Appendix 8.
Paid Media Strategy
• Utilize imagery, infographics, Choose Again video content and links to relevant
landing pages
• Aim to consistently post every two weeks. If Diederik is unavailable, look to guest blog
posts from staff, influencers, collaborations, Q&A and repurposing of old content
Relevant and interesting content on Choose Again’s blog will increase the percentage of
new engaged visitors, increasing time spent on Choose Again’s pages, which can be re-
flected and tracked through traffic and session time on Google Analytics.
Recommendation: Create engaging and effective landing pages for events and retreats.
To capture information on website visitors who are interested in specific service offer-
ings (including workshops, upcoming retreats and events), we recommend Choose Again
create landing pages specifically for events rather than aggregating all of their information
on one cluttered webpage. This will serve to filter out those users who are specifically in-
terested in workshops and improve interaction on the homepage. The landing pages can
help communicate the details of the event more clearly and collect a greater amount of
valuable information for building customer data.
Our sample landing page (refer to Appendix 5) has been created specifically for Choose
Again’s upcoming Florida retreat, and outlined with optimized search engine keywords
and engaging call to action.

Google AdWords Advertising
Most of Choose Again’s business comes from referral sources and online search. In order
to maximize the potential of Choose Again website and landing pages, we recommend to
utilize carefully crafted AdWords campaigns. AdWords is one of the most effective meth-
ods of paid online advertising which can increase leads and provide transparent insights
for Choose Again’s use, and provide a sizable return on investment.
To satisfy sufficient geographic segmentation, we targeted the Greater Vancouver area
and British Columbia. See sample of Choose Again’s AdWords advertising campaign ads
in Appendix 9, and sample of targeted keywords in Appendix 10. Based on the advertising
strategy, and current analytics of Choose Again’s limited data, we recommend daily bud-
get of ~$25 per ad based on ~$3 CPC (cost-per-click). We calculated that advertising alone
may result in a positive goal conversion of estimated 1% per month with an estimated
return of investment of $2, 250 per ad, outlined in Appendix 11.
Sample Paid Search Report
In order to properly track the success of our recommended AdWords strategy, we have
built a sample custom dashboard (refer to Appendix 12). This reporting method can be
built within Choose Again’s AdWords account to track performance. The report tracks key
metrics that indicate the success rate of chosen keywords and campaigns.
Since the main goal of our recommended AdWords strategy is to increase web traffic
and generate leads for services, we have tracked impressions, clicks and visits to stated
landing pages. We have also included click-through rates, which indicate the effectiveness
of keywords and ad copy. We have also indicated the top performing destination URLs,
along with the bounce rate (% of users that visited the page without interaction) on each
page which should integrate with the success of our landing page strategy.
Earned Media & Off-Page SEO Strategy
As one of Choose Again’s overarching goals is to achieve greater impact within the local
community, and diversify from competitors in the space, our team strongly recommends
establishing a strong community presence. This is achieved through effectively advocat-
ing your brand on social networks by actively engaging with potential customers through
various online channels to create brand advocates.
The key to effectively engaging with potential customers is to create content that speaks
directly to them. Our team has extensively audited Choose Again’s current strategy and
has outlined step by step recommendations on how to establish an effective
earned strategy.
Recommendation: Create a consistent social persona.
Recommendation: Utilize marketing budget towards targeted Google AdWords advertising.

Earned Media & Community Conversations
Choose Again’s current tone fails to personify the staff and clients who engage on their
channel. We recommend that the brand takes a serious yet approachable tone to having
open conversations on their channels, providing an outlet for support and self-expression
for the local community. The brand’s personality and behavior could embody a counsel-
lor, provides insight and an outlet to inspire those in need to feel comfortable to lean on
them for help.
Off-Page SEO Strategy
In addition to building a valuable company blog and creating consistent calls to action on
social channels that link to Choose Again’s website, there are additional actions that we
recommend taking to help maximize SEO activities.
Link building through referral traffic is an effective way to build off-page search engine
optimization. Choose Again a significant amount of traffic from referral sources (refer to
Appendix 13) with 15% to the new website and 43% of traffic from the old website since
inception. Choose Again’s old website had 44 backlinks – other sources of traffic linking
to the main webpage. The following recommendations aim to maximize the amount of
backlinks to Choose Again’s new website.
Recommendation: Discover your advocates through influencers, media outreach, and
user generated content.
In order to properly connect with the local community, it is important create an authentic,
approachable and consistent social persona. This is a standardized tone of voice that is
portrayed through Choose Again’s communications on their social channels that provide
to the community an outlet for support, self-discovery, expression, discovery and
emotional health.

Influencer Partnerships
Influencers can be an effective way to create brand ambassadors and target a specific au-
dience that is guaranteed to be engaged. It is also an effective strategy for building back-
links to your site. You can do this through paid promotions for blog content and social
posts, partnership campaigns and contributions on Choose Again’s blog and
cross promotion.
Our recommendation to Choose Again is to reach out to the following hyper-local health
and wellness bloggers that resonate with our outlined personas. Choose Again could
engage in providing free participation on an upcoming retreat or trip to the Residential
Centre, or simply participation in a circle or workshop in exchange for coverage on their
blog or social channels.
Recommended Influencers
Vancouver Health Coach
Suzanne Zilkowsky provides coaching tools and assists with strategies to promote self-dis-
covery and the exploration of different perspectives to help inspire you to reach your
health and wellness goals. She has had great success with her clients by taking a holistic
approach to health. She has over 18K Instagram followers.
Styling The Inside
Jamie Dunlop Khau is a mother of three, motivational speaker, Daily Hive contributor and
health and wellbeing advocate. She is passionate about personal development and inspir-
ing people to style their life within.Her blog reaches 2,000 Impressions per month and she
has over 9.6K Instagram followers.
Gloria Latham
Gloria Latham worked as a licensed pharmacist for almost ten years before discovering
true health through the practice of yoga and meditation. She is a Lululemon Global Am-
bassador, and founder of Semperviva Yoga Studios. She is best known for her week long
transformational programs that help students powerfully break through barriers, and her
high vibing Yoga Raves.
Public Relations
Actively pursuing media coverage is a great way to generate earned promotions, reputa-
ble brand presence, and valuable referrals. Our team recommends Choose Again begins
to actively follow outlets that include relevant content, reaches out to local reporters,
and continues to be on the lookout for op-ed or contributed content for Diederik Wolsak
through creating interesting story ideas.
Relevant Media Targets and Sample Coverage
LOCAL TARGETS BROADCAST
HEALTH &
WELLNESS
CONTRIBUTED
CONTENT
• Vancouver Sun
• The Province
• Georgia
Straight
• Roundhouse
Radio
• Global TV
• CBC Vancouver
• Alive Magazine
• Viva Magazine
• Huffington Post
• Globe and Mail
• BC Living

Choose Again can achieve coverage as outlined above by emailing editors, reporters, and
newsrooms with any company news or interesting perspectives on current topics of con-
versations. For example:
CMHA’s Mental Health Week in May, 2017. Mental Health week is an annual national event
that takes place during the first week of May to encourage people to talk and reflect on
all issues related to mental health. Diederik Wolsak and the staff at Choose Again offer
insights on their six-steps philosophy and ways to prioritize mental health and wellness.
Reactionary commentary on mental health in BC and the need for easier access to coun-
sellors and resources, timely with news surrounding the over-prescription of Western
Medications. Diederik Wolsak provides alternative strategies for treating mental health
issues such as depression and addiction.
Directories
Choose Again is currently not listed on any referral sites that create valuable insights for
possible clients looking for support. Our team highly recommends listing Choose Again
services on directory websites such as:
CERTIFIED
COUNSELLOR
DIRECTORIES
WELLNESS
RESOURCES
BUSINESS
DIRECTORIES
• Counselling BC
• Theravive
• BCAAC
• Psychology Today
• Vancouver Coastal
Health
• WomenCAN!
• Retreat Finder
• Retreats Online
• YELP
• Yellow Pages
• Canpages
The recommendations above were selected in order to maximize Choose Again’s limit-
ed budget, time constraints, and current capabilities. Choose Again has communicated
that they will not be pursuing display advertising, and currently operates a newsletter to
clients. In evaluating the current competitive landscape, we determined that an effective
AdWords strategy would diversify Choose Again’s brand in relation to other local services,
in addition to an effective push towards cost effective social media opportunities.
Reasoning for Unselected Items
By implementing the recommendations detailed in this report, Choose Again will help
generate greater brand awareness, client engagement, and customer loyalty while driv-
ing retreat and service registration on the new website. We trust the earned, owned and
paid marketing strategies above, tailored to our selected customer demographics, will
help Choose Again expand through the local market. We thank you for the opportunity to
develop this digital marketing report and to be a part of your future growth.
Conclusion

Appendices
Appendix 1: Choose Again Digital SWOT Matrix

Appendix 2: Digital Marketing Measurement Model - DMMM

Appendix 3: Marketing Funnel Analysis

Appendix 4: SEO Keywords
Appendix 5: Sample Unbounce Landing Page for Florida Retreat

Appendix 6: Facebok Ad Audiences - Laura & Jack
‘Laura’ Audience Details
Location: Canada: Vancouver (+25 mi), West Vancouver (+25 mi) British Columbia
Age: 45 - 55
Gender: Female
Language: English (All)
Relationship Status: Civil Union, In a relationship, Engaged, Civil Union or Partnership
Interested in: Men
Education Level: College grad, Master’s degree or Professional degree
Industry: Management, Business and Financial Operations, Architecture and Engineering,
Administrative, IT and Technical or Legal
Behaviors: All frequent travelers, Frequent International Travelers or FB Payments (All)
Interests: Family, Gyms, Meditation, Physical exercise, Physical fitness, Yoga, Investment
banking, Running, Online banking, Retail banking, Business, Economics, Engineering,
Management, Marketing, Credit cards, Insurance, Cosmetics, Investment, Mortgage loans,
Beauty salons, Fragrances, Hair products, Women's clothing, Action movies, Comedy mov-
ies, Documentary movies, Drama movies, Fantasy movies, Musical theatre, Science fiction
movies, Thriller movies, Ballet, Bars, Concerts, Dancehalls, Music festivals, Nightclubs, Par-
ties, Plays, Coffeehouses, Theatre, depression and anxiety, Wine, Dealing with Depression,
Diners, Management of depression, Anxiety Advice, Anxiety Relief, Defeat Depression,
Stress management, Anxiety Awareness, Online shopping, Depression Awareness, Manic
Depression, Travel + Leisure, Vacations, Distilled beverage, Tourism, Magazines, E-books,
Literature, Non-fiction books, Mystery fiction, Newspapers, Classical music, Books, Jazz
music, Dance music, Pop music, Rock music, Stress, Counselling, Therapy, Mental Illness
Awareness, Rethink Mental Illness, you are not alone, Stop the Stigma of Mental Illness,
National Institute of Mental Health or Real estate
Placements: Facebook Feeds, Facebook Instant Articles, Facebook Right Column and
Audience Network

‘Jack’ Audience Details
Location: Canada: Vancouver (+30 mi) British Columbia
Age: 55-64
Gender: Male
Language: English (All)
Relationship Status: Married or Civil Union
Interested in: Women
Education Level: College grad, Master’s degree, Professional degree or Doctorate degree
Industry: Legal, Sales, Business and Financial Operations or Management
Ethnic Affinity: Asian American (US)
Behaviors: All frequent travelers, FB Payments (All), All mobile devices, Smartphones and
tablets, FB Payments (Higher than average spend), Business travelers, Returned from trip
1 week ago, Returned from trip 2 weeks ago, Smartphone Owners, Tablet Owners or Fre-
quent International Travelers
Interests: Men’s clothing, Chinese culture, Anxiety Relief, Luxury goods, Physical exercise,
Management, Environmentalism, Audio equipment, Manic Depression, Rock music, Eco-
nomics, Real estate, Golf, Standard Chinese, Marriage, Online banking, Charity and causes,
Plays, French cuisine, Management of depression, Business, Running, Investment, Tennis,
Chinese philosophy, Entrepreneurship, Languages of China, Credit cards, depression and
anxiety, Gyms, Shoes, Pop music, Cameras, Online shopping, Nutrition, Current events,
Greek cuisine, Smartphones, GPS devices, Marketing, Chinese people, Physical fitness,
Dancehalls, Ballet, Action movies, Home improvement, Thriller movies, Defeat Depres-
sion, Televisions, Counselling, Insurance, Science fiction movies, Depression Awareness,
Anxiety Awareness, Sustainability, Anxiety and Depression Association of America, Wine,
Distilled beverage, Jazz music, Mortgage loans, Cantonese, Therapy, High Anxiety, Soul
music, Italian cuisine, Investment banking, Association football (Soccer), Baseball, Com-
munity issues, Chinese cuisine, Mandarin Chinese, Stress management, Beer, Meditation,
Dealing with Depression, Japanese cuisine, Social anxiety, Stress, Concerts, Theatre, Classi-
cal music or Chinese language
Placements: Facebook Feeds, Facebook Instant Articles, Facebook Right Column and
Audience Network

Appendix 7: Facebook Ad Samples - Laura & Jack
Appendix 8: Facebook Advertising - Estimated Return on Investment
Appendix 9: AdWords Advertising - Ads and Sitelink Extensions

Appendix 10: AdWords Advertising - Keywords

Appendix 11: AdWords Advertising - Estimated Return on Investment
Appendix 12: Paid Search Sample Report – AdWords

Appendix 13: Sources of Traffic
Sources
1. Mood disorders, by age group and sex:
http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/health113a-eng.htm
Mood disorders by sex, by province and territory:
2. Social Media Preferences by Age Group:
https://blog.hootsuite.com/top-social-media-sites-matter-to-marketers/

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