2. Campaign Objectives
Raise awareness of FindHelpNowKY.org as a valuable resource to quickly
locate treatment facilities with openings
Drive website traffic and use of FindHelpNowKY.org by primary and
secondary audiences searching for SUD treatment facilities
Raise awareness of information repository within FindHelpNowKY.org that
answers general SUD-related questions
3. Target Audience
Primary Audience
• Family and friends of individuals with substance use disorders
o Individuals suffering from substance use disorders
Secondary Audience
• Healthcare providers including primary care providers and first responders
Tertiary Audience
• Treatment facilities
4. Campaign Strategies
Communicate that FindHelpNowKY.org is one click away to match available
treatment slots with individuals’ needs
Make FindHelpNowKY.org the go-to site for healthcare and other
professionals when patients/clients are ready to seek treatment
Utilize focus group feedback on creative that will raise awareness and direct
primary and secondary audiences to FindHelpNowKY.org to utilize its
valuable resources
Promote FindHelpNowKY.org with Don’t Let Them Die as appropriate based
on messaging and tactic
12. Public Relations
Objectives
• Proactively build the public's knowledge and awareness of
FindHelpNowKY.org through regularly published, highly visible earned
media coverage
• Generate quality web traffic to increase access to the real-time list of
facilities with openings, and to produce corresponding patient leads for
treatment facilities
• Develop, substantiate, and validate a trustworthy yet authoritative voice for
KIPRC on their latest public health innovation/digital solution in the SUD
space—FindHelpNowKY.org
13. Public Relations
Strategies
• Promote HOPE – the bedrock upon which any individual with SUD can
build their journey to recovery and find healing
• Build trust through consistent, simplified messaging
• Address the current state of addiction, but focus on how
FindHelpNowKY.org provides a solution
• Reinforce the website's intrinsic value to both providers AND information
seekers
14. Public Relations
Scope of Work
• Editorial Planning
o Media list will include news organizations and journalist contacts from
broadcast, print, and digital news outlets from across the state to help
ensure statewide reach.
• Media Relations
o Strategizing and conducting all outreach, and maintaining positive
working relationships with all journalists and/or publications included in
the PR efforts.
o Delivering of any/all photo requests, coordinating interview requests,
and preparing KIPRC interviewees accordingly
15. Public Relations
Scope of Work
• Content Development
o Newsworthy, distributable content that may include (but is NOT
limited to):
interviews with KIPRC team members
interviews with end users (people who've used the site)
documentary-style success stories/experience narratives
status updates based on digital data (web traffic)
announcements on updates/improvements/provider or service
additions
16. Public Relations
Scope of Work
• Media Monitoring and Optimizing
o Regularly monitor the statewide network of news affiliates to identify
and track coverage that mentions FindHelpNowKY.org
o Periodically provide streamlined reports to quantify and qualify the
presence of FindHelpNowKY.org in the news
Based on results, adjust tactics as needed to ensure continued
audience and engagement growth
18. Digital / PR Paid Media
Objective
• Increase overall awareness of
FindHelpNowKY.org across KY, driving
increased site traffic and support services
rendered.
Strategy
• Leverage content and direct response
tactics to drive statewide awareness of
FindHelpNowKY.org.
19. Digital / PR Paid Media
KPIs / Goals
• Impressions
o Traditional & Digital
o All Devices
• Site Visits
• Calls
• Support Requests
• Treatment Facility Opt-Ins
20. Digital / PR Paid Media
Tactics
• Courier-Journal Partnership
• Herald-Leader Partnership
• Statewide Outreach
o Supplement journalism with digital solutions
that cast a net across Kentucky to drive site
traffic
o Amplify conversations with robust social
media campaign
21. Digital / PR Paid Media
Courier-Journal Partnership
• “Underwritten by” News Coverage
o Print and online
• Exclusive Website Portal
o Sponsored content listings
• Boosted Social Posts
• ROS Display & Video
o 100% SOV
o Courier-Journal.com
o USAToday.com
• Event Management
o 1 event for kickoff campaign
22. Digital / PR Paid Media
Courier-Journal Partnership
• C-J Readership Demographics
o Awareness & Action
41% of addiction treatment patients say they have taken action
based on a newspaper ad (print or online)
o Primary Audience
12,000 C-J readers/online visitors have sought treatment for
substance abuse in the last 3 years
o Secondary Audience
19,000 C-J readers/online visitors work in healthcare
Sources:1. AudienceSCAN 2017 “When have you last seen/heard an advertisement of this type that led you to take action?” 2-3. Scarborough
Research,"
"Louisville DMA, 2016 & 2017 R2 data, “Medical Services HHLD received in the past 3 years: Treatment for substance abuse, smoking or
nutrition”
23. Digital / PR Paid Media
Courier-Journal Partnership
• KY county coverage
o 2.3 million average monthly
unique online visitors
o Estimated 7-day readership
(print + e-news): 528,500
24. Digital / PR Paid Media
Courier-Journal Audience
Scarborough Research, R2 2017
25. Digital / PR Paid Media
Herald-Leader Partnership
• Sponsored Content
o Kentucky.com
• Display & Video
o 100% SOV
o Kentucky.com
• Value-Added Print
o Half-page ad each month
o Sunday Edition
26. Digital / PR Paid Media
Herald-Leader Partnership
• KY county coverage
o 1.9 million average monthly
unique online visitors
o Estimated 7-day readership
(print + e-news): 349,800
27. Digital / PR Paid Media
Statewide Outreach
• Search Marketing
o Google
Restrictions shift
focus
o Bing
o Yahoo!
28. Digital / PR Paid Media
Statewide Outreach
• Social Media
o Facebook
News Feed Ads targeting
ALL audiences
Profile Pic Overlays
29. Digital / PR Paid Media
Statewide Outreach
• Text Messaging
o Incorporate Calls To Actions on all
media
o Text HOPE to 96714
o Automated email will be sent to
kyhelp@centertech.com so call
center can follow up with all leads
30. Digital / PR Paid Media
Statewide Outreach
• Video
o YouTube
o Pre-Roll
31. Digital / PR Paid Media
Statewide Outreach
• Targeted Display
o Geo + Behavioral
o Website Retargeting
o Search Retargeting
Targets ALL audiences
Desktop + Mobile
32. Digital / PR Paid Media
Statewide Outreach
• Connected TV
o Reach our target audiences as their
attention and interaction levels are high
on Connected TV.
o Reach users as they consume media
with highly viewable, non-skippable
video inventory.
Complements Spectrum Cable
Partnership by reaching all KY
counties
33. Digital / PR Paid Media
Statewide Outreach
• Lead Collection
o Collect form submission /
calls
o Tie submissions to success
stories
35. Media
Objective
• Generate awareness of FindHelpNowKY.org and its mission
Strategies
• Primarily use radio and outdoor for their ability to reach the masses
o Efficiently engage various audiences across the state
o Generate reach across varied demographic segments (i.e., income,
education, occupation, etc.)
• Utilize agreement with Kentucky Broadcasters Association to run one free
spot/day on KY stations – 19 TV stations and 230 radio stations
36. Media
Strategies
• Maximize cable’s footprint to target not only specific geographic zones but
also network by demographics
o Spectrum Cable covers the 3 largest markets in the state: Lexington,
Louisville and Northern Kentucky
• Rank counties by putting 60% of the weight on 2-year total of drug
dependents in each county (age group categories factored in)
o 40% of weight toward number of drug-dependent residents per 1,000
population (age group categories factored in)
o Review rankings with an eye toward population in each county
38. Media
Tactics
• Purchase a local-market radio station for each identified county (some
stations may reach more than one county)
• Purchase one outdoor board for each identified county – depending on
approval of available inventory
o Primary markets will receive 3 weeks of radio each month + 3 months
of outdoor
o Secondary markets will receive 2 weeks of radio each month + 2
months of outdoor
39. Media
Tactics
• Negotiate with all vendors for additional exposure
o Radio – receive one free spot for each paid spot
o Outdoor – receive one free board for each paid board or significantly
lower costs
If the outdoor company has not sold the board to another
advertiser when our contract period ends, we will encourage them
to leave our message up at no additional cost
o As the exclusive paid television partner, Spectrum Cable has
agreed to:
Match one free spot for every paid spot purchased
Produce the TV spot
Provide news coverage
42. Campaign Resources
Website and Video
• FindHelpNowKY.org
o Re-skin site using approved branding and concept
o Massage messaging to include privacy assurance
• FindHelpNowKY.org Video
o Develop a short video to be used across TV and digital platforms
Promote value of the site
Visually represent the site’s ease of use
Include treatment facility information for requesting site access,
updating facility information, etc.
43. Campaign Resources
Collateral
• FindHelpNowKY.org Brochures
o Physician/patient SUD brochure; quantity of 10,000
o General public brochure including information on treatment facility
participation; quantity of 10,000
• FindHelpNowKY.org Poster
o 11” x 17”; quantity of 2,500
44. Campaign Resources
Collateral
• SUD Informational Flyers
o Available on FindHelpNowKY.org
o Distributed by healthcare professionals
• Conference Materials
o Pop-up banners
o Brochures
o SUD informational flyers
45. Campaign Resources
Collateral
• Contest Creative
o Evaluate and alter winning creative to fit with overarching campaign
message for consistency
o Implement creative into overall campaign using recommended digital
and media tactics
47. Campaign Budget Time Frame: May - August
Public Relations Traditional Media
Total $13,520 Radio $102,900
Outdoor $83,600
Digital / PR Paid Media Cable $60,000
C-J Partnership $23,150 Total $246,500
(1 event included)
Herald-Leader Partnership $15,000 Agency Fees
Search Marketing $31,200 Focus Groups $7,942
Social Media $15,000 Brochure & Poster
Text Messaging $3,650 Printing $2,983
Video Ads $15,000 Print Reserve $10,000
Display & Retargeting $45,000 Agency Services $83,990
Connected TV $27,000 Total $104,915
Total $175,000
Grand Total $539,935
