Getting the Best For Your Buck Steve Burton CEO Sheila Moran Director of Communication amp Marketing What We Want You to Learn The importance of a marketable program ID: 179263
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Targeted Advertising:Getting the Best For Your Buck
Steve Burton, CEOSheila Moran, Director of Communication & MarketingSlide2
What We Want You to Learn: The importance of a marketable programThe importance of marketing your marketable program!
How to create more public awareness about your programHow to make your phone ring moreThe basics of traditional media design and buyingHow Social Media is changing the advertising gameSlide3
Who Are We? First Choice Health Systems, Inc, established in 1995 as a statewide network of behavioral health providers, manages various state contractsAnswered RFP in December 1999 to design and implement a statewide gamblers help programProvided comprehensive treatment program for gamblers in WV for over 12 years
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A Little On Our ProgramSlide5
Just A Little More On Our Program…..Slide6
A Little About West VirginiaWe are one of the least populated statesMuch of our area is rural
We have A LOT of gamblingOur annual budget is about 1.6 millionWe spend nearly a third of our budget on advertising and marketing!Slide7
The Best $25.00 We Ever SpentSlide8
We Surveyed PG Programs:Slide9
Eleven Years Of Our Referral DataSlide10
A Few Things We Have DiscoveredAlways ask about referral source(Survey says most of you do)Sometimes folks get their own referral source wrongNovelty doesn’t equal success!
Advertising is crucial-there is a clear positive correlation between the amount we spend on ads and how many clients we help!Slide11
ConferencesIncreased public awarenessOverlap with prevention effortsMajor source of indirect referrals for usSometimes free or discounted for non-profitsSlide12
Earned MediaHow the media “find” storiesThe power of using real storiesBasics of a good press releasePictures are great!There must be a hook
Timing is everythingSlide13
Looking in Your Own Back Yard(and encouraging everyone else to check their own yard!)Problem gamblers are often already in the “system” for other issuesThis is one of our biggest source of referralsMake it EASY and ADVANTAGEOUS for the clinician to use your serviceSlide14
The Yellow PagesMany big cities have several brands of Yellow Pages to choose from (Yellow Pages, Yellow Book,
Superpages, Verizon,etc…)Just in WV we have over 70 directoriesOur survey showed that 78% of respondent PG programs still use YP AdsMost industry sponsored research indicates that usage has remained relatively stable Why this is controversial http://www.atcmag.com/v3n1/article2.aspSlide15
When Is The Last Time You Used The Yellow Pages?Our Yellow Pages referrals have decreased from 12% in 2002 to 3% in 2011
Placement can be expensive and time consumingUsing YP placement agenciesIf you opt out of the printed Yellow Pages, make sure you are listed in the White Pages (only automatic if your phone service is with the utility who publishes them)Slide16
Online Yellow PagesYou can get a FREE online Yellow Pages listingYP online now has many competitors that also offer free listings (Ask.com, DexKnows, Yelp, general google searches)Slide17
Billboards-Our biggest Paid Referral SourceSlide18
Billboard Purchasing Product materialPlacementFree or reduced rate boardsLength of campaignSlide19
Billboard Design-The Good, The Bad….And The AwkwardReadableAttention gettingMessage, not detailhttp://adceterainc.wordpress.com/2010/05/29/billboard-advertising/Slide20
The Goodhttp://www.inspirefirst.com/2011/06/17/creative-billboard-ads/
http://www.saynotocrack.com/index.php/2007/01/15/top-10-billboard-advertisements/Slide21
The Badhttp://72.47.194.167/
http://stevejencks.wordpress.com/2008/07/31/most-billboard-designs-are-bad-even-at-70-mph/Slide22
The AwkwardSlide23
Television CommercialsPSAsDesignProductionSchedulingCable vs. NetworkTarget AudienceReach and FrequencySlide24
Your WebsiteOur survey says almost all of you have one!Content management systems vs. outsourcingAnalyticsClear path to helpSlide25
Search Engine OptimizationPaidSearch engine ads (Google Adwords)Paid ads on other sites (Newspapers, etc..)OrganicLinkingKeywordsRegistrationDo-it-yourself vs. outsourcing
http://www.businessinsider.com/10-basic-seo-tips-everyone-should-know-2010-1?op=1Slide26
FacebookFree!57% of our survey respondents have a FB pageAround 750 million people use itGreat free insightsConfidentiality issuesGaming neutrality issueshttp://www.socialmediaexaminer.com/Slide27
Facebook Advertising-The BasicsWebsite vs. FB page promotionCreative ideasNew ad vs. “friend” storyAudience targetingObjective (click vs. like)“Reach” + “People Talking About”Budgeting (pay per click vs. pay per impression)SchedulingSlide28
Facebook Advertising-AdvantagesComparatively inexpensiveExtreme audience targetingAbility to ad testMidcourse correctionSlide29
Facebook Advertising-DisadvantagesBelieve it or not, there are some people who don’t use Facebook!Some major ad sponsors have pulled out, citing lack of return on investmentSince many of the people who view the ad are already using the internet, it may be more likely that they will click your site rather than call for helpSlide30
Should You Hire An Agency?Advantages-experience, knowledge of industry, buying power Cost considerationsRetainers, creative fees, administrative fees, markupsSlide31
How Involved Should the Gaming Industry Be With Your Advertising?Slide32
The Take Away If you’re not advertising effectively, your program may not reach its potentialThere are many free/low cost ways to bring attention to your programYour funding and your program’s future may be directly tied to the results from your advertising