Leveraging data to drive improved engagement rates.

1. Using Data To Inform More
Effective Engagement
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Jesse Contario: Jesse.Contario@Resonate.com
@Jesse_Contario

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4/28/2015
Introduce yourself before
asking a favor
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Make your ask relevant02
Tactically optimize for success03

3. People won’t take action if they don’t know
about your issue
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4. Fracking
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54% of Californians are
persuadable on Fracking….not
yet eligible advocates!

5. Health Exchanges: Don’t Make It
About Health!
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The uninsured are 25% less likely
to place a high value on their
health when making purchase
decisions.

6. Instead Speak To Their Pain Points And Values
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Affordability, for everyone
Family, for parents and dual
caregivers
Innovation, for younger
consumers
Being part of the group, for
younger consumers

7. Reach would-be advocates with
messaging that connects to their issue
positions and customize outreach for
mobile phone, computer, and tablet,
building on previous outreach
messages when appropriate.
Run an integrated media plan,
including cross-device outreach
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8. Keep them focused on a simple task
8Resonate, Q4 2014
One action per screen
Ideally one required field
No ability to navigate
away
No other content that can
potentially distract

9. Now The Hard Work Starts
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Now that you’ve
assembled a group of
advocates, you need to
engage them frequently,
with relevant content to
keep them engaged and
ready to act

10. Q&A
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11. Thank you.
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