Mindmap year one summary + media data
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The document outlines the marketing strategy and campaigns for an organization called MindMapCT in their first year. It details their social media strategy across platforms like Facebook, Twitter, and YouTube, with metrics on impressions, clicks, and costs. It also summarizes billboard, transit, newspaper, and cinema advertising campaigns targeting various demographics. Charts provide data on social media impressions, website visits, quiz participation, and number of clients enrolled over time. The strategy aimed to raise awareness of psychosis symptoms and treatment options through advocacy, education, and calls to action across owned, earned, and paid channels.
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Mindmap year one summary + media data
- 2. MARKETING - YEAR 1
- 3. OUR COMMUNITY ONLINE ECOSYSTEMONLINE WEBSITE (OWNED) SOCIAL MEDIA (EARNED) PAID SOCIAL (BOUGHT)
- 6. FACE BOOK TARGETING QUIZ STUDENTS WEBSITE Reach 52,580 Clicks 3,179 CPC 34c Reach 13,887 Clicks 517 CPC 26c Reach 18,808 Clicks 191 CPC $1.45
- 7. TWITTER TARGETING Impressions 335,000 Engagements 4,920 CPC $1.38c
- 8. YOUTUBE TARGETING Views 19,000 CPV $0.02c
- 10. BILLBOARDS
- 11. WORKSHOPS
- 13. EXPANDED TO 10 TOWNS
- 15. Social media impressions SCOREBOARD Website visits OUR COMMUNITY ONLINE Completed quiz 2,980,000 13,962 582 Clients Enrolled 37 Clients Eligible 137
- 17. SUMMARY o February March April May June July August September October November December January TOTALS Social Impressions 480,200 396,900 214,400 156,000 236,400 118,900 212,000 143,700 272,000 213,800 188,900 200,700 2,833,900 Facebook 19,465 92,856 52,864 59,955 63,188 48,764 66,224 48,407 45,802 51,597 549,122 Twitter 13,869 48,953 15,296 15,637 6,494 9,338 6,853 11,708 13,768 15,296 10,587 167,799 Google Plus (organic) 428 112 97 147 65 849 Youtube 499 1,340 1,470 4948 4900 13157 Website Visits *unique 596 664 747 909 1074 1552 875 968 735 1028 904 1054 11106 Total Sessions *include returns 879 935 1002 1202 1365 1829 1195 2052 2155 1351 1841 2205 18011 Quiz Logons 45 308 370 371 365 461 306 100 63 68 28 45 28 Quiz Yourself 25 228 334 337 336 434 276 78 53 56 23 39 2219 Quiz Family 20 73 21 13 24 18 18 10 6 2 2 3 210 Quiz Friends 0 7 15 21 5 9 12 12 6 10 3 3 103 Quiz Completions 38 139 94 46 67 38 78 34 30 18 24 606 Quiz Yourself 38 132 88 46 59 28 78 31 28 18 23 569 Quiz Family 5 7 3 2 0 1 18 Quiz Friends 7 6 0 3 3 0 0 19 Mail Signups 2 3 19 14 18 7 12 10 1 3 3 92 Facebook 109 37 70 48 12 56 41 51 97 125 124 770 Facebook Advertising 122 47 32 43 26 14 180 187 388 315 1354 Twitter 25 11 33 45 28 32 174 Twitter Advertising 31 85 53 43 51 11 46 0 0 n/a n/a n/a 320 Clients Screened 137 Clients Enrolled 2 3 1 3 3 2 3 2 7 6 37
- 18. SUMMARY STRATEGY CAMPAIGN (Advertising) IMPRESSIONS COSTS EFFECTIVENESS NOTES Billboards Overall brand awareness to support launch Take the quiz 700,000 $2,500.00 Transit Wraps Over all brand awareneds to support launch Take the quiz 2,500,000 $5,200.00 Transit interiors Long form education for transit passangers 6 formats all providing detail around symptoms and treatment 369,000 $2,430.00 New Haven Register Inserts Clear Path graphic to educate around specific treatement process Older demographic reader Call or TEXT 100,000 $6,420.00 New Haven Living ads Targeting higher income demographic Take the quiz 100,000 $385.00 Inner City News Target African American niche readership during MLK peak readership The face of ADAM 300,000 $1,000.00 Cinema 15 sec video Focus on movie going youth in low yield/new areas of North Haven and Milford Awareness and CTA 200,000 $6,000.00
- 19. SUMMARY STRATEGY CAMPAIGN (Advertising METRICS COSTS EFFECTIVENESS NOTES LINKS FACEBOOK ORGANIC Brand Awareness Advocacy Page Likes (Followers) Comments and Shares REACH No Costs Directly 500 Page Likes 150,710 Organic Impressions 794,991 "Paid" Impressions 3,196 Post Shares Post Engagement Posts are conversational, promote advocacy, education, information in a warm friendly manner https://www.facebook.com/mindmapct/ FACEBOOK ADVERTISING Brand Awareness Call-to-Action Advocacy Quiz "Self" Quiz Answering/Completions $955.44 (Avg CPC $0.38) 2,539 clicks to Quiz Page Invite those who may be expereincing symptoms of psychosis and want to confirm, feel like "they are not alone" http://mindmapct.org/quiz-yourself/ Quiz "Family" Specifically Family members of potential patients in 10 town areato take quiz $167.38 (Avg CPC $0.58) 287 Clicks to Quiz Page Invited those who may see signs of psychosis present in loved ones and want to confirm, check symptoms, feel they have a place to go http://mindmapct.org/quiz-family/ PSA Video specifically to call or text $95.13 (Avg. CPC $0.65) 146 Clicks to landing page Clear call-to-action to those who believe they are experiencing the symptoms of psychosis and want to talk to someone. http://mindmapct.org/mentalphysical-health/ College Student Campai Specifically College Students in 10 town area to call or text $276.79 (Avg CPC $1.45) 191 Clicks to Landing Page Specific Landing pages had more urgent messages. http://mindmapct.org/college TWITTER ORGANIC Brand Awarness Advocacy Network Building Twitter Followers Retweets (Twitter version of Sharing posts) No costs directly 496 Followers 655,144 Post Impressions 2,012 Engagements (Organic) 446 Link Clicks (Organic) More of a global advocavy effort. TWITTER ADVERTISING Brand Awareness Call-to-Action Self Identifying/Friend Ad Call/Visit Website $552.36 (Avg CPC $1.33) 357 Link Clicks Targeted Only to 8 towns in participating area. Invited viewers to participate in quiz or get more information http://mindmapct.org Parent Video Ad Education/Call/Visit Site $526.32 (Avg CPC $1.38) 391 Link Clicks YOUTUBE ADVERTISING Brand Awareness Call to Action Patient Testimonial Video :30 Call/Text/Visit Website $212.07 (Avg CPC $0.02) 34,430 Impressions 11,802 Video Views 124 Clicks to Website Video ad using both key terms used in search per research and Google trends, as well as tracking search behaviors via Google Partner sites. youtube.com/mindmapct GOOGLE ADVERTISING Call to Action Dynamically Generated ad directing people to website, call or text Call/Text/Visit Website $126.35 (Avg CPC $0.19) 45,171 Impressions 665 Clicks to website Text Ad using both key terms used in search per research and Google trends, as well as tracking search behaviors via Google Partner sites.