The document recaps the results of FindHelpNowKY.org's 2018-2019 marketing campaign and outlines their 2019-2020 campaign. The 2018-2019 campaign saw over 2 million ad clicks/views and over 50,000 website sessions. For 2019-2020, the campaign aims to increase awareness of FindHelpNowKY.org as a treatment facility resource and drive more website traffic and use. Tactics will include search, display, video, social media, and text ads targeting healthcare professionals and those seeking treatment. The budget is $125,000 covering digital media, creative updates, and agency fees from September 2019 to August 2020.

1. FindHelpNowKY.org
2019-2020 Marketing Campaign

2. 2018-2019
CAMPAIGN RECAP

3. DIGITAL
RESULTS
Overall Metrics
June 2018 – July 2019
2,051,553 Clicks/Views
# of times a user clicked or viewed a FHNKY digital ad
33,380,385 Impressions
# of times a FHNKY advertisement rendered on a user's screen
862 Form Fills
# of times that the main FHNKY website form was completed by a user from a digital ad
214 Phone Calls
# of times someone called the help line from a digital ad
93 Text Messages
# of times someone texted the help line from a digital ad

4. DIGITAL
RESULTS
Month-to-Month
Form Fills and Calls

5. DIGITAL
RESULTS
Month-to-Month
Budget

6. DIGITAL
RESULTS
Month-to-Month
Form Fills and Calls by Ad Tactic

7. DIGITAL
RESULTS
Month-to-Month
Click-Through Rate by Ad Tactic

8. DIGITAL
RESULTS
Month-to-Month
View-Through Rate by Ad Tactic

9. DIGITAL
RESULTS
Month-to-Month
Facebook Clicks by Age

10. DIGITAL
RESULTS
Month-to-Month
Facebook Clicks by Gender

11. DIGITAL
RESULTS
Website Metrics
Total Sessions
• 10,850 (Jan. 1-May 25, 2018)
• 51,470 (May 26-Dec. 31, 2018)
• 82,925 (Jan. 1-July 31, 2019)
Pages Per Session
• 2.26
Avg. Session Duration
• 01:57
New vs. Returning
• New – 87.6% of traffic
• Returning – 12.4% of traffic

12. DIGITAL
RESULTS
Website Metrics
Devices

13. DIGITAL
RESULTS
Website Metrics
Age

14. DIGITAL
RESULTS
Website Metrics
Visits by Gender
Form Fills by Gender

15. DIGITAL
RESULTS
Website Metrics
Top Visits by City

16. 2019-2022
CAMPAIGN OVERVIEW

17. OVERVIEW
Campaign Objectives
• Continue increasing 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

18. OVERVIEW
Target Audience
Primary Audience
• Healthcare providers/professionals, law
enforcement, public safety, educational and
public service organizations
Secondary Audience
• Family and friends of individuals with
substance use disorders
o Individuals suffering from substance
use disorders

19. OVERVIEW
Campaign Strategies
• Communicate the purpose and value of
FindHelpNowKY.org to both target audiences
• Narrow marketing efforts to outlets that are
most likely to reach the target audiences on
a consistent basis during the course of the
campaign

20. 2019-2020
TACTICS

21. Search Engine Marketing
2018-2019
• Strong phone call performance across
Google, Yahoo! and Bing
2019-2020
• Finalize LegitScript application so we can
grow presence on Google
TACTICS

22. Text Messaging
2018-2019
• Engagement continues to grow
2019-2020
• Continue to keep keyword live for anyone
who has access to marketing collateral
TACTICS

23. Display & Video
2018-2019
• Strong brand awareness tactics
• Retargeting did not move the needle
2019-2020
• Continue to monitor geofencing of facilities
and online radio. Make adjustments, as
needed
• Remove retargeting from media mix
TACTICS

24. Social Media
2018-2019
• A lot of engagement from men and 65+,
but few actionable results
2019-2020
• Focus more of the targeting on women
and audiences between 18-50
• Add LinkedIn as a way to specifically
target individuals that are part of the
primary target audience
TACTICS

25. Creative Updates
• Refresh all digital ads with new copy and
images
• Create two sets of display ads for each
target audience
o Current display ads are primarily
geared toward the secondary
audience
TACTICS

26. BUDGET

27. BUDGET
Time Frame: Sept. 2019 – Aug. 2020
Digital Media
Search Engine Marketing $28,942
Text Messaging $2,808
Display & Video $24,000
Social Media $36,000
Total $91,750
Agency Fees
Print Reserve $15,000
Creative Updates $3,170
Agency Services $15,080
Total $33,250
Grand Total $125,000