This document summarizes communications metrics and highlights from Q2 of FY13 (Oct/Nov/Dec). Key activities included a National Alzheimer's Disease Awareness Month and National Caregiver Month campaign featuring 10 stories that garnered over 2 million impressions. Caregiver profiles on the blog received 1,200 visits. Caregiver tip videos received almost 1,400 views. A caregiver took over the organization's Twitter account for a day using #lifeasacaregiver. Media impressions for the quarter totaled at least 16 million.

1. FY13 Quarter 2 Report (Oct/Nov/Dec)
Communications Highlights and Metrics*
*(Organized by Strategic Plan objective)
1

2. NADAM/NCM
A fully integrated
communications campaign for
National Alzheimer’s Disease
Awareness Month (NADAM) and
National Caregivers Month (NCM)
in November highlighted the
stories of caregivers throughout
our chapter. 10 stories about
NADAM or caregiver stories for
NCM were published, garnering
more than 2 million impressions!
2 Increase Concern & Awareness

3. NADAM/NCM
Blog Campaign
We featured stories written
by caregivers about their
experiences and advice on
our blog. The stories were
diverse, featuring a caregiver
who wrote in Spanish, a long
distance caregiver, caregivers
for younger onset parents
and caregivers for loved ones
who had passed away. The
eight profiles garnered 1,200
visits.
3 Increase Concern & Awareness

4. NADAM/NCM
Caregiver Tips Videos
Caregivers gave their best advice to other caregivers in a video series we produced on our YouTube channel. We also included a special
thanks for individuals with Alzheimer’s disease to their caregivers. The six videos garnered almost 1,400 views, and multiple likes and
shares on Facebook and Twitter.
4 Increase Concern & Awareness

5. NADAM/NCM
Friday Facts
We continued the National Caregiver Month theme in our Friday
Facts Campaign. Five infographics featured facts and tips related to
caregiving. We received a great response from our Facebook
audience, with 148 likes, 146 shares and an estimated audience of
7,000.
Caregivers take over Twitter!
Angie, who cares for her husband with Alzheimer’s, took over our
Twitter account for a day. Using the hashtag #lifeasacaregiver,
Angie talked about her day as a caregiver and solicited thoughts
from other Twitter followers. We tracked at least 100 tweets to
#lifeasacaregiver and at least a dozen caregivers shared their day
in the #lifeasacaregiver.
5 Increase Concern & Awareness

6. Holiday
Campaign
During the holidays, our outreached
focused on the spirit of giving as well
as the 10 Signs of Alzheimer’s
disease. Several publications ran
stories about noticing the 10 Signs of
Alzheimer’s disease in a loved one
over the holiday season and how to
enjoy the holidays with a loved one
with Alzheimer’s, garnering 115,000
media impressions.
6 Enhance Care and Support

7. Holiday Campaign
Holiday caregiver tips and gift idea infographics
dominated our Facebook page in December. This
content received 87 likes, 98 shares and an estimated
audience of almost 6,000. The Caregiver Coupon Book
was downloaded 51 times.
7 Enhance Care and Support

8. Caregiving Issues in the News
The Sacramento office helped find families for a
number of articles in the Sacramento Bee, including one
on driving, which featured our driving resource
www.alz.org/driving and another on stigma, which
cited Alzheimer’s Association Facts & Figures as well as
the World Alzheimer’s Report. Both articles quoted
Michelle Johnston, regional director in Sacramento as
an expert. Combine, the articles garnered more than
1.7 million media impressions.
8 Enhance Care and Support

9. Caregiving Issues in the News
An article highlighting Alzheimer’s Association volunteer Paul Barrett and his wife
and quoting CEO Bill Fisher focused on the issue of feeding tubes. The story
appeared in several publications, including The San Jose Mercury News, Contra
Costa Times and Oakland Tribune, garnering
1.8 million media impressions.
9 Enhance Care and Support

10. Flyers and brochures
We created several flyers and brochures promoting our programs and services in Quarter 2, including a Healthy Body,
Healthy Brain flyer and an editable template for classes at the CPMC Brain Health Center.
10 Enhance Care and Support

11. Silver Alert
The Sacramento Bee published a story about Silver Alert, which went
into effect January 1, 2013 in the state of California. Ruth Gay, director
of Public Policy and Advocacy was quoted in the article, which garnered
870,000 impressions. Wandering is also one of the most engaging
topics on our Facebook page, with our community activating to help
spread the word about individuals with Alzheimer’s who go missing.
11 Advance Public Policy

12. San Francisco Plan on Excellence in
Dementia Care
A meeting about the San Francisco Plan for Excellence in dementia care
was popular on our Facebook page and garnered 88 visits on our blog.
12 Advance Public Policy

13. Other Advocacy
The advocacy section of our web site was refreshed and updated and a
visit from an Alzheimer’s Association Ambassador to Senator Dianne
Feinstein’s office delivering 5,000+ advocacy cards from Walk was a
great success on Facebook!
13 Advance Public Policy

14. Alzheimer’s Research on our Blog
We published three blogs about research in the news authored by Elizabeth Edgerly, chief program officer. These blog articles broke down
research that had recently been in the news in a way that is simple to read and understand. The blogs received 1,200 visits.
14 Accelerate Research

15. Alzheimer’s Research Grants
Two research grants awarded during Quarter 2 were popular features on
our Facebook page and blog, garnering 72 likes, 11 shares and 195 visits
to the blog.
15 Accelerate Research

16. Walk to End
Alzheimer’s
Earned media continued through
October for Walk to End Alzheimer’s,
including an op/ed by the Fresno Bee
encouraging readers to join Walk and
a feature in the Cupertino Courier on
the Lucas family, who participates in
Walk and attends a local support
group. In addition, there was a lot of
coverage during our events. Walk to
End Alzheimer’s garnered more than
580,000 media impressions.
16 Grow Revenue in Support of the Mission

17. Walk to End
Alzheimer’s
Why I Walk videos taken at Walk
events throughout our chapter
received more than 1,600 views
on our YouTube channel.
17 Grow Revenue in Support of the Mission

18. Memories in the Making
The save the date card for Memories in the Making went out!
18 Grow Revenue in Support of the Mission

19. Strategic Plan Metrics
Media Impressions
FY13 Q2 media impressions: at least 16 million impressions*, which brings our total media
impressions to 188 million impressions, about 5 million impressions short of our goal for the entire
fiscal year.
 *Self-reported data was not yet verified at the time of this report, but is estimated to add
another 5 million impressions to this total.
Website Visits
 FY13 Q2 Web site visits: 24,602, 24% higher than FY12 Q2 Web site visits.
19

20. Social Media Metrics
Facebook
FY13 Q2 Facebook Likes: 2,387, 432% higher than FY12 Q2 Facebook likes.
YouTube
FY13 Q2 video views: 3,832, 105% higher than FY12 Q2 video views.
Twitter
FY13 Q2 new followers: 160 [out of more than 1,500 followers total], FY12 Q2 data
not available.
20

21. Other Communications Metrics
Alzheimersblog.org
FY13 Q2 visits to alzheimersblog.org: 32,069, 955% higher than FY12 Q2 visits.
Collateral
FY13 Q2 collateral requests: over 80 requests completed, produced 11 campaign
videos plus dozens of Why I Walk videos in addition to taking photos at 6 events.
21