2. CAMPAIGN
• MindMap is a campaign designed to drive
awareness of psychosis and the benefits of early
treatment in the 10 towns of the Greater New
Haven area, CT (400,000 population).
• The three-year NIH-funded campaign started in
February 2015.
• The challenge is to connect to the target
audience of those ages 16-35 experiencing
symptoms of psychosis.
3. • The MindMap brand and its digital assets
(website and social media ) were built, and
content was created to drive engagement within
the 10-town community.
• Red Rock applies the latest tools and tactics of
social media marketing to track user interaction
with the digital assets. The results determine the
most cost effective methods of attracting clients
towards treatment.
CAMPAIGN
5. The MindMap website is to be the brands key
digital asset, housing interactive MindCheck
quiz and educational content.
35,535
Unique visitors
7,841
Visitors started
the quiz
951
Completed
the quiz
WEBSITE
6. WEBSITE VISITS
The MindMap website garnered 35,000 visitors, and
many visited the site multiple times. The following
map show where these visitors came from.
8. • The MindMap MindCheck Quiz was created to
make the website more interactive.
• The quiz checks for signs of psychosis and ends
with providing results and a call to action (CTA)
to contact STEP.
• The quiz started off with three versions directed
towards evaluating self, family, friends for
symptoms of psychosis. It was later changed to a
single version.
MINDCHECK QUIZ
10. Google Express is optimized for mobile devices.
Seventy five percent of our website traffic comes
from mobile devices.
GOOGLE EXPRESS
169,388
Views
1,613
Clicks to
website
120
Phone calls
11. • We built an email list of 625 people in eight groups.
• Email addresses deemed important by the clinical team
were taken from this list and divided into buckets, and
curated content was directed to each specific group.
EMAIL
26. PAID CAMPAIGNS
We took advantage of the detailed targeting that
social media advertising provides in order to
reach our target audience through the platforms
that they already use.
53. SUMMARY
• High level of brand awareness, advocacy, and education.
• Quiz was the most interactive component of the website.
• High level of traction and interest directed to PRIME.
• Cost per click (CPC) to website averages
• Facebook $0.22
• Twitter $0.37
• Google $0.48
• LinkedIn $3.74
• Cost per view (CPV) for videos
• YouTube $0.02
54. CONCLUSIONS
• Since the start of the campaign, we have totally saturated the
10 town area on social media. This is the most cost effective
way to select and target our 400,000 target audience.
• We have supplemented digital outreach with cost-effective
postcards and print material to raise general community
awareness.
• ALL our brand dashboards went off the dial when we received
TV exposure.
• Absence of clients willing to be brand advocates limits our
ability to show social proof.
• Community partnerships key to future success.
55. NEXT STEPS
• Redesign the website to better serve the 3 main visitor types;
patients, parents, and and clinical providers.
• Create a content development team to provide high-quality
material for all social media channels.
• Become very active on Instagram and Reddit.
• Create more engaging video content.
• Pursue PR, TV and radio opportunities.