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GROWING THE MOVEMENT
Q2-4 ADH COMMUNICATIONS PLAN An Integrated Approach to Content Strategy
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Goals and Focus Areas
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Communica7on Goals Assert ADA leadership and change the conversa3on about access to dental health
Broaden awareness and boost belief in ADA’s approach among influencers, media and policymakers
Posi3on ADA as the leading advocate for dental health by pu@ng forth a na3onally coordinated plan to address the dental health crisis in America
Generate understanding of campaign programs among state dental socie3es
Provide tools and resources to dental socie3es to successfully build, launch and promote campaign programs
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Success stories
Allies & Collabora7ons
Milestones Data & Metrics
Telling Our Advocacy Story
Shows Momentum
Changes Minds
Builds Credibility
Evokes Emo7on
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Measurement
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Measurement Pillars
PERFORMANCE
Exposure
Engagement
Influence Ac7on
Advocacy
CAPIR Opinion Elites Study
Social Shares
Social Buzz/Rolling Thunder
Tradi7onal and Social Media Volume/Sen7ment
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Exposure Versus Influence & Ac7on CAPIR determining how to beRer plan, track ADH Progress on Healthy People 2020 goals
Provide care now to treat people who suffer from untreated dental disease
Strengthen and expand the public/private
safety net
Bring disease preven7on and educa7on into
communi7es
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Overall Strategies
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2015 Strategies
Turn up the volume on movement
Speak directly to stakeholders
Gain endorsement of trusted partners
Keep clear and consistent voice (messaging, tes3ng, training) Keep SPA efforst strong
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Q1 Na7onal Ac7vi7es
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Success stories
Allies & Collabora7ons
Milestones Data & Metrics
Q1 Examples
Shows Momentum
Changes Minds
Builds Credibility
Evokes Emo7on USA Today George Hager Mee3ng Dr. Keim NBC People Making a Difference Pitch
CDC Early Childhood Caries Data Release Any CAPIR ADH Measurements
World Water Day/Fluorida3on Outreach Further KFF/KHN Engagement Stakeholder Mapping Proposal
Na3onal Children’s Dental Health Month & Give Kids a Smile Social Outreach and Proposals
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Q2-‐Q4 Plan Framework
Our Approach 1. Increase ongoing momentum via tent pole events (i.e. rolling
thunder) 2. KPI Driven: Benchmarking + Measurement = Performance
Integrated News Bureau Team: Communica7ons Strategy, Trend Analysis, Influencer Engagement, News Spoang
3. Content Studio: High-‐Impact Strategic Crea7ve + Daily Snackable
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KPIs: Benchmark and Measure Our effort to iden7fy the number of individuals who are prepped for market is calculated using a proprietary formula in accompaniment with defined unique program objec7ves.
Market Prepped Consumers = (Real Impressions x % target market likely to
take ac3on) Real Impressions: Total adjusted impressions from broadcast, print, and digital placements plus adjusted impressions from social based on social view rate research. % target market likely to take ac3on: FleishmanHillard fields a customized survey for each unique target audience to iden7fy at what level they will be mo7vated to take the desired ac7on(s). This survey can also be u7lized to understand how the target is most likely to share this specific campaign informa7on (ex. word-‐of-‐mouth versus social media) for addi7onal insight.
Total Estimated Impressions* 133.6M
Real Impressions 84.3M
Potential Consumers Reached Globally
70.8M
Market Prepped US Consumers*
14.6M
Benchmark Survey Communica7ons
Es7mated Impressions and real impressions
Audience Reached
Audience Prepped
*Example
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IN-‐SCOPE ADH • Digital • Social • Tradi3onal
GATHER & VET
• Weekly mee3ng
• Morning update
INPUTS • FH • ADA • States • External
STRATEGY • Objec3ve • Ra3onale • Content • Target • Timeline
REVIEW & APPROVE
• Fast-‐track • Longer lead
PACKAGE & PLACE
• Earned • Owned
ADH News Bureau Infrastructure & Process
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IN-‐SCOPE ADH • Digital • Social • Tradi3onal
GATHER & VET
• Weekly mee3ng
• Morning update
INPUTS
• FH • ADA • States • External
STRATEGY • Objec3ve • Ra3onale • Content • Target • Timeline
REVIEW & APPROVE
• Fast-‐track • Longer lead
PACKAGE & PLACE
• Earned • Owned
ADH News Bureau Flowchart
In Scope
Ac7on for Dental Health • Solu7ons Needed
Now • Grassroots Efforts • Den7sts Making a
Difference • Selected States • Key Opinion
Leaders
Out Of Scope
• Consumer • “Brush & Floss” • Low Priority States
Inputs
• ADA/Rhys • ADA Government
Affairs • ADA Huddle • Media Stories • ADA 2015 Content
Calendar • FH Pitching
Calendar • Other Key Events • BaRleground State
Developments • SPA States • Non-‐SPA States • State Associa7ons • Professional Trends • Phase 2: ADH share
site: portal for members
Gathering & Veang
Cynthia Rohde
to lead
Weekly Editorial Mee8ng: Cynthia
(process) MaRhew C (news value) , Adam (SPA)
Jeff M (digital/social), Jeff T, Rhys, Shanna, Weekly Informa8on Source Calls: Jane
Grover, Jon Holtzee , Richard Green; Jeff
Troupe, Paul O’Connor, as necessary
ADA Review & Approval
Two Pathways:
Rapid Response & Longer Lead
Betsy Borrelli
to lead
Leslee Williams with input from
ADA Team
Packaging
MaRhew Coghlan, Jeff Maldonado
Shanna Quinn (ADA Social)
Rhys Saunders (ADA.org)
Strategy & Content
MaRhew Coghlan to lead
with input from Editorial Mee7ng and other FH/ADA Team Members
Plalorms
Earned • Print (na7onal,
state, local) • Broadcast (TV,
radio) • Digital Owned • Social • ADA Huddle • www.ADA.org • ADA News • State
NewsleRers
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Integrated Approach
• Define Strategic Tent Pole Events – Major engagement spikes that con7nue to lim overall conversa7on – Poten7ally two types for ADA:
• Course of business events (i.e. Annual Mee7ng) • FH/ADA created (i.e. educa7on campaign or partnership)
– Serve as pillars for News Bureau process and editorial calendar
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Tent Pole Model
Dental School Gradua7on (May/June)
World Smile Day (October)
Annual Conference (November)
Focus on young den7sts entering the workforce; both local and na7onal appeal
Strong consumer-‐level, children-‐focused
opportuni7es; posi7ve emo7onal triggers
ARen7on to hard news and announcements, as well as strong focus on ADA Mission
of Mercy (storytelling opportunity)
Pre-‐ and Post-‐Tent Pole Content (Rolling Thunder)
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How Rolling Thunder Works
News Announcement to Media – Pushed to
Social Channels
Media push into event/ac7vity launch mode
Pre-‐event/ac7vity Paid push kicks in
Planned and real-‐7me
social event program kicks in
NEWS HAPPENING
Post event push
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Pre-‐ and Post-‐Event Content Development
• Lay out major trends/related insight – how it 7es to the overall editorial approach
• Lay out core crea7ve idea to push them • Lay out how we bring it to life with content • Target influencers
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Sample Content Plan: Dental Gradua7on
Timing: May/June 2015 Campaign: Celebrate the next genera7on of den7sts through engaging digital efforts around gradua7on 7me Ideas: • #MolarBoard invites dental students to upload images of
their funniest, most crea7ve mortar boards for their gradua7on ceremonies
• #IBecameADen3stBecause invites new graduates to share their personal stories and highlight the need for more trained dental professionals (video and image series)
• My Dental Journey contributed blog series for ADA.org by select dental graduates on their journey through dental school and why tomorrow’s students should consider a career in den7stry.
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Snackable Content Approaches Animated GIFs Storytelling Videos & Cinemagraphs
How-‐To Cinemagraphs
Move from sta7c imagery to social crea7ve that’s more dynamic, func7onal and shareable
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Channel & Amplifica7on Strategy Channel! Role! Target Audiences! Paid KPIs!
Website & Blog!
Educa7onal campaign and support with images that highlight end-‐user benefit All Audiences
Page clicks, 7me spent, page referrals, resource downloads
Educa7onal campaign and support with images that highlight end-‐user benefit. Consumer Click-‐throughs, likes,
shares, comments
Equally promote Neo educa7onal campaign and images around end-‐user benefit.
Media, members and industry influencers
Click-‐throughs, RTs, Favorites, Replies and followers
Lead with images around the end-‐user benefit Members and industry influencers/thought leaders
Click-‐throughs, Likes, Shares and Follows
Educa7onal campaign and support with images that highlight end user benefit where appropriate All for video discovery Views
Presenta7ons and graphs to support educa7onal campaign and end user benefits All for graphics discovery Views, downloads
Prim
ary
Second
ary
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Using Analy7cs to Improve Content Testing Dark Posts Tracking
Interactions
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Measuring the Content Earned Lim
Type of Engagement
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PESO Framework Strategy, Messaging & Audience Targeting
Daily Briefing: News, Search and Social Content Trends Brand Stories
SEO/SEM Sponsored Content
Brand Journalist Native Ads Promoted
Headlines Promoted
Social
In order to drive engagement, conversation and conversions
News Media
Social Channels
PESO Trend Analytics & Insights
Amplification Layer
Owned & Earned Distribution Layer
Content Creation Layer
Trend Analytics Layer
Brand Journalist Management Editorial Calendar Media Library Licensed Content Content Calendar
Business Impact Increased impact w/o sacrificing scale
Audience Efficiency Increased reach and frequency
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Channel Benchmarking & Planning Basic Good Excellent
Plaaorm Strategy and Planning
Monitoring and Modera3on Fresh content Insight and
Measurement Strategy and Planning
Monitoring and Modera3on Fresh content Insight and
Measurement Strategy and Planning
Monitoring and Modera3on Fresh content Insight and
Measurement
TwiRer
Annually
Daily Daily
Monthly Quarterly
4x/day 4x/day
Monthly Monthly
Real-‐7me Real-‐7me
Daily or Weekly
Facebook Daily 2-‐3x/week Daily 1-‐5x/day Real-‐7me Real-‐7me
YouTube Daily Quarterly Daily Monthly Weekly Weekly
Google+ Daily 1-‐2x/week
Daily Daily Real-‐7me Real-‐7me
Pinterest Daily Daily Real-‐7me Real-‐7me 2-‐3x/week 2-‐3x/week
Instagram 2-‐3x/week 2-‐3x/week Daily Daily Real-‐7me Real-‐7me
LinkedIn 2-‐3x/week 2-‐3x/week Daily Daily Real-‐7me Real-‐7me
SlideShare 2-‐3x/week 2-‐3x/month Weekly Bi-‐Weekly Daily Weekly
Vine 2-‐3x/month 2-‐3x/month 2-‐3x/week 2-‐3x/week Real-‐7me Real-‐7me
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Q2-Q4 2015 Plan Timeline
October-‐December July-‐September April-‐June
NEWS BUREAU Na7onal Partnership and Collabora7on Development
State Public Affairs Program
Dental School Gradua7on
Medicare/Medicaid 50th Anniversary
World Smile Day
Annual Mee7ng Te
nt Poles
Supp
or7n
g
Summer Vaca7on/ Fourth of July/Back to School
70th Anniversary of Water Fluorida7on
Holiday Health Tips/Healthy Smile Resolu7ons
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