Targeted Advertising:

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Targeted Advertising:

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Targeted Advertising:Getting the Best For Your Buck

Steve Burton, CEOSheila Moran, Director of Communication & Marketing


What We Want You to Learn:

The importance of a marketable program

The importance of


your marketable program!

How to create more public awareness about your program

How to make your phone ring more

The basics of traditional media design and buying

How Social Media is changing the advertising game


Who Are We?

First Choice Health Systems, Inc, established in 1995 as a statewide network of behavioral health providers, manages various state contracts

Answered RFP in December 1999 to design and implement a statewide gamblers help program

Provided comprehensive treatment program for gamblers in WV for over 12 years


A Little On Our Program


Just A Little More On Our Program…..


A Little About West Virginia

We are one of the least populated states

Much of our area is ruralWe have A LOT of gamblingOur annual budget is about 1.6 millionWe spend nearly a third of our budget on advertising and marketing!


The Best $25.00 We Ever Spent


We Surveyed PG Programs:


Eleven Years Of Our Referral Data


A Few Things We Have Discovered

Always 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!



Increased public awarenessOverlap with prevention effortsMajor source of indirect referrals for usSometimes free or discounted for non-profits


Earned Media

How the media “find” storiesThe power of using real storiesBasics of a good press releasePictures are great!There must be a hookTiming is everything


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 issues

This is one of our biggest source of referrals

Make it EASY and ADVANTAGEOUS for the clinician to use your service


The Yellow Pages

Many big cities have several brands of Yellow Pages to choose from

(Yellow Pages, Yellow Book,





Just in WV we have over 70 directories

Our survey showed that 78% of respondent PG programs still use YP Ads


industry sponsored

research indicates that usage has remained relatively stable

Why this is controversial


When Is The Last Time You Used The Yellow Pages?

Our Yellow Pages referrals have decreased from 12% in 2002 to 3% in 2011Placement 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)


Online Yellow Pages

You can get a FREE online Yellow Pages listingYP online now has many competitors that also offer free listings (, DexKnows, Yelp, general google searches)


Billboards-Our biggest Paid Referral Source


Billboard Purchasing

Product materialPlacementFree or reduced rate boardsLength of campaign


Billboard Design-The Good, The Bad….And The Awkward


Attention getting

Message, not detail


The Good


The Bad


The Awkward


Television Commercials

PSAsDesignProductionSchedulingCable vs. NetworkTarget AudienceReach and Frequency


Your Website

Our survey says almost all of you have one!Content management systems vs. outsourcingAnalyticsClear path to help


Search Engine Optimization

PaidSearch engine ads (Google Adwords)Paid ads on other sites (Newspapers, etc..)OrganicLinkingKeywordsRegistrationDo-it-yourself vs. outsourcing



Free!57% of our survey respondents have a FB pageAround 750 million people use itGreat free insightsConfidentiality issuesGaming neutrality issues


Facebook Advertising-The Basics

Website vs. FB page promotion

Creative ideas

New ad vs. “friend” story

Audience targeting

Objective (click vs. like)

“Reach” + “People Talking About”


(pay per click vs. pay per impression)



Facebook Advertising-Advantages

Comparatively inexpensiveExtreme audience targetingAbility to ad testMidcourse correction


Facebook Advertising-Disadvantages

Believe it or not, there are some people who don’t use Facebook!

Some major ad sponsors have pulled out, citing lack of return on investment

Since 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 help


Should You Hire An Agency?

Advantages-experience, knowledge of industry, buying power

Cost considerations

Retainers, creative fees, administrative fees, markups


How Involved Should the Gaming Industry Be With Your Advertising?


The Take Away

If you’re not advertising


your program may not reach its potential

There are many free/low cost ways to bring attention to your program

Your funding and your program’s future may be directly tied to the results from your advertising

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