4. Media Relations Campaign Tactics
o Increase brand awareness of [CLIENT] among key audiences through content
that inspires action and continues to reinforce the company’s presence in the
market
o Strengthen [CLIENT]’ thought leadership presence through compelling and
strategic content
o Support [CLIENT] lab partnerships through trade media relations
o Support [CLIENT]’ goals through targeted messaging aligning with current
market trends
5. 2016 Performance Summary
To-Date Performance
Deliverables To-Date Metrics
Healthcare trade,
Biotech/Genetic niche
5
2 published
3 in progress
National business, National consumer, Regional
consumer & Leading influencer blogs
8
3 published
5 in progress
Opportunistic interactions with national and
consumer media
4
Press releases 1
*Status as of February 29, 2016
6. 2016 Types of Coverage
Coverage Type Description Quantity
Bylined article Bylined articles can be any length, and they tend to based
on opinion. They articulate views and opinions that are
clearly the writer's own, without requiring objectivity.
1
1 in progress
Feature story Feature stories can be an article where the main topic or
newsworthy aspect revolves around your company.
4
2 published
2 in progress
Bylined blog Bylined blogs can be any length, and they tend to based
on opinion published on nontraditional media and posted
online. They articulate views and opinions that are clearly
the writer's own, without requiring objectivity.
1
1 in progress
Feature blog Blogs can be a piece written by a nontraditional media and
posted online such as mommy bloggers or other company
blogs.
4
4 in progress
News brief News briefs can be anything from having an article placed
that contains a press release’s wording written verbatim to
a news announcement with the press release boiler plate
and dateline in tact.
3
*Status as of February 29, 2016
7. Coverage Table – Secured
Publish
Date
Publication Article Type
April 2016 Family Cherished In Progress Feature Blog
April 2016 GenealogyBlog.com In Progress Feature Blog
April 2016 Hereditary Cancer
Foundation
In Progress Feature Blog
April 2016 R&D Magazine In Progress Bylined Article
April 2016 T2Family History In Progress Feature Blog
March 2016 ADDitude Magazine In Progress Bylined Blog
March 2016 Bio-IT World In Progress Feature Story
March 2016 Washington Technology In Progress Feature Story
*Status as of February 29, 2016
8. Coverage Table – Published
Publish
Date
Publication Article Type
February 18,
2016
GenomeWeb [CLIENT] Expands Partnership With US DoD on Genetic
Identification for Counter-Terrorism
Feature Story
February 18,
2016
NewsOn6 [CLIENT] Partners with Combating Terrorism Technical
Support Office to Develop Laboratory and Software
Solution
News Brief
February 18,
2016
Virtual-Strategy Magazine [CLIENT] Partners with Combating Terrorism Technical
Support Office to Develop Laboratory and Software
Solution
News Brief
February 18,
2016
Yahoo! Finance [CLIENT] Partners with Combating Terrorism Technical
Support Office to Develop Laboratory and Software
Solution
News Brief
February 3,
2016
KSL.com Genetic Tests at RootsTech Predict If People Will Have
Cancer
Feature Story
*Status as of February 29, 2016
10. Social Media Tactics
Twitter:
o Follow and interact with key influencers in the consumer, media and business space to
drive two-way communications
o Push out marketing and PR developed content as applicable to further support a cohesive
campaign
Facebook:
o Craft creative, thought leadership-focused content to educate and pique consumer interest
o Friend/like key influencers to support a give/take approach to building a following
o Push out marketing and PR developed content as applicable to further support a cohesive
campaign
LinkedIn:
o Regularly post company and industry news and thought leadership content to drive
perceptions
o Solidify brand presence by connecting all employees to the company page
11. Twitter Overview
o The Twitter account reached a new benchmark this month as it exceeded 200 followers.
o In February, [CLIENT]’ tweets earned 652 impressions per day.
o Twitter has an engagement rated of 0.8%, which is on par with industry average.
o [CLIENT]’ presence at RootsTech helped boost activity on Twitter.
Description 2016 Statistics February 2016
Statistics
Growth Since Last
Report
Followers 232 44 20% growth
Tweet Impressions 29.3K 18.9K 182% growth
Profile Visits 827 523 172% growth
Engagement (Retweets, Likes, replies,
link clicks)
71 114 73% growth
Mentions 26 19 271% growth
Website Sessions 8 5 166% growth
Website Pageviews 10 7 233% growth
13. Facebook Overview
Description 2016 Statistics February 2016
Statistics
Growth Since Last
Report
Total Page Likes 191 19 11% growth
Reach 82,392 26,047 46% growth
Impressions 285,969 45,125 19% growth
Engaged Users (Likes, Comments,
clicks, etc.)
1,089 950 683% growth
Website Sessions 316 246 351% growth
Website Pageviews 672 505 302% growth
o Facebook saw significant growth in engagement that correlates with website traffic.
o The biggest spikes in traffic took place Feb. 4 (RootsTech) and Feb. 23-25 (the week of
the ADDitude Magazine webinar.
o After more than a month of running the Florida promoted post, we’re still seeing constant
engagement. Interestingly, the most engaged audience is 55+ women.
o According to Google Analytics, Facebook drove 5% of website sessions and 3% of all page
views.
15. Description 2016 Statistics February 2016
Statistics
Growth Since Last
Report
Total Followers 494 14 3% growth
Reach 13,830 8,927 182% growth
Engagement (Likes, Comments, etc.) 104 72 225% growth
Page Views 140 69 97% growth
Unique visitors 111 51 85% growth
Website Sessions 51 41 410% growth
Website Pageviews 176 157 826% growth
LinkedIn Overview
o LinkedIn continues to consistently grow at a steady pace, thus demonstrating an interest
among influencers and the professional target audience.
o There was a spike of LinkedIn website conversion this month, with content such as the
CTTSO news announcement and the engaging [CLIENT] blog content being major
conversion drivers.
16. Blog Launch
This month, we launched the [CLIENT] blog and promoted the launch
with engaging imagery (as seen on the right). LinkedIn saw the largest
traction in engagement with this push. Below are the stats from each
platform.
• LinkedIn garnered 1,890 impressions and 11 engagements from
these posts. That is 39% of impressions and 34% of the month’s
engagement. This correlates with the traffic driven to website from
LinkedIn.
• Twitter earned 979 impressions and 6 engagements from these
posts.
• Facebook received 263 impressions and 2 engagements from these
posts.
19. Social media proposed changes
Based on the statistics and results from the social media evaluations, the
[CLIENT] social platforms are maintaining consistent results. However, there are a
couple areas of improvement.
o Lull in engagement in non-promotional content
o Need for higher organic reach and engagement
To address these concerns, Dodge proposes the following to increase followers,
drive engagement and further content reach.
o Development of proactive and timely posts
o Creation of customized social media images to increase engagement
o Continuous cadence of paid content
20. Results
With the proposed changes, Dodge is expecting an increase in engagement, followers and
reach. Dodge will measure this based on previous performance measurements. By the end of
Q2, the below posts should show the following results:
o Proactive Posts:
o 5% increase of organic reach and engagement on overall 2016 Q2 performance
compared to previous quarters.
o Image Cards:
o With all images combined, see an increased average post reach by 20% and average
engagement by 30% compared to other posts.
o Paid Facebook Content:
o Reach 300 likes on Facebook.
o Increase overall engagement by 15% and reach by 20% in 2016 Q2.
o Overall Growth:
o All “growth since last report” in every category affected by this campaign should
maintain at least 8% growth each month.
21. Hours reallocation
With the proposed changes, it will require a slight shift in hours to the account. The charts
below reveal where the hours would shift and how it will impact the overall retainer. The
chart on the left shows the current retainer breakdown and the chart to the right expands on
the hours needed to achieve this pivot. This does not include the additional $100 buy in for
paid promoted posts.
Note: With the current projects in the pipeline, the 10 hours for the image creation will not be a normal monthly
occurrence.
Current Social Media Retainer
Description Hours
Proactive Content Creation 21
Reactive Content Creation 2
Monthly Report 4
Image Creation 0
TOTAL 27
Proposed Social Media Retainer
Description Hours
Proactive Content Creation 3
Reactive Content Creation 22
Monthly Report 4
Image Creation 10
TOTAL 29
(39 hours with
image)
![[CLIENT]
February 2016 Evaluation](https://image.slidesharecdn.com/35068f13-5204-457a-8f76-9f5dbbdcac33-160418221025/85/febuary-2016-social-media-evaluation-1-320.jpg)
