leveraging limited funds for maximum impact · niche marketing agency that focuses on substance...

Leveraging Limited Funds for Maximum Impact

Overcoming challenges with innovative media solutions for any budget

Erin Hill, Dorchester Co. Health Dept.

○ Currently the Mid-Shore Opioid Misuse Prevention Coordinator.

○ Uniquely poised for this role ○ nearly 20 years in the prevention and treatment fields,

○ lived experience with the family disease of addiction.

Kelley Callaghan, Soul Candy Media

○ Niche marketing agency that focuses on substance abuse prevention campaigns.

○ Extensive knowledge of the challenges of rural markets. ○ Innovative ways of reaching rural audiences, in particular harnessing the power of community via

social media.

○ Attended several CADCA conferences and has presented at MSPF symposiums.

Mid-Shore OMPP

○ Opioid Misuse Prevention Program

○ Funded by SAMHSA and BHA

○ Started in FY15

○ Only regional application in the state

What is OMPP?

○ Funding to expand on County Overdose Prevention Plans (created in 2013)○ Uses Strategic Prevention Framework (SPF) process○ Evaluation and TA provided by UMD School of Pharmacy

Who is OMPP?

○ The ONLY regional project in the State○ 5 counties participating

○ Kent○ Queen Anne’s○ Talbot○ Caroline○ Dorchester (fiscal lead)

Photo Credit: http://www.hmisadmin.com/map

Regional coalition

○ Law enforcement, judge○ EMS○ Treatment, Recovery & Prevention○ LMBs○ Libraries, Colleges, hospitals○ Private Citizens○ Mental Health ○ DHS

Photo Credit: http://www.hmisadmin.com/mapData from 2010 US Census

Rural Mid-Shore Overview

○ Mid-Shore combined:○ Area of 1,177 square miles○ Population of 171,461○ High poverty rates

○ Highly transient

http://www.hmisadmin.com/map

Kent County: snapshot

○ Population 19,730○ 1 Heroin-Related Death 2016○ 3 Fentanyl-Related Deaths 2016○ 5.6% of high school students have injected an illegal drug into their body at least once○ Estimated 151 people aged 12+ dependent on or abusing opioids○ approx. 183 people in need of Opioid Use Disorder Treatment

Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report

Queen Anne’s County: snapshot

○ Population 48,929○ 4 Fentanyl-Related Deaths 2016○ 4 Heroin-Related Death 2016○ 7.3% of high school students have injected an illegal drug into their body○ Estimated 377 people aged 12+ dependent on or abusing opioids○ approx. 434 people in need of Opioid Use Disorder Treatment


Talbot County: snapshot



Caroline County: snapshot



Dorchester County: snapshot

○ Population 32, 258○ 3 Fentanyl-Related Deaths 2016○ 3 Heroin-Related Death 2016○ 4.9% of high school students have injected an illegal drug into their body○ Estimated 256 people aged 12+ dependent on or abusing opioids○ approx. 268 people in need of Opioid Use Disorder Treatment


What is OMPP going to do about it?

○ 3 strategies

○ Access to Treatment & understanding the process

○ Safe storage and disposal

○ Patient education/empowerment

Rural challenges

○ Spread out

○ Connectivity issues○ Travel

○ Internet access

○ Receive less funding for initiatives

Specific challenges

Variance in the counties: ○ one had no drop box○ two have no hospital○ none have detox○ two have in-patient treatment

Example: Drop Box

Rural strengths

○ Already creative with limited budgets

○ Existing partnerships○ Lots of the same faces at meetings

○ Strong community commitments/grassroots advocates

Power of Rural Networks

The levels of commitment of our coalition members go above typical job duties, etc. Our members are truly involved and connected in their areas, which also proves invaluable for marketing strategies.

Marketing:

Rural strategies require out-of-the box ideas.Collaboration is imperative!

Developing a plan

Start with the budget. FY17: $28,000 for advertising.

Budget comparison

Here’s what $28,000 can get you with mass media:○ About 10 broadcast television spots.○ A few weeks on a prominent billboard.○ About a month on a large radio station.○ One or two ads in a national newspaper.

Rural Media Circumstances

Unlike urban areas, the rural Mid-Shore is not an easy-to-reach area with traditional mass media. Reaching our populations require extensive research, knowledge and commitment to each individual county.

A combination of highly targeted advertising coupled with guerilla-type, grassroots/community-level strategies are proven effective in our region.

Billboards

○ General lack of inventory; banned in Talbot.

○ What does exist is generally contracted out annually by national chains.

○ Two companies in the area - one is extremely expensive.

Television

○ Cable Television – Cable buys do not reach much of Kent County.

○ Broadcast Television – Area reached doesn’t include Kent, which is actually in the Philadelphia market. Also extremely expensive.

Radio

○ Radio – small stations on the Mid-Shore are not-rated, which means any listenership data is an estimate only – no Nielsen data. Also costly for small budgets.

Print

○ Each county has small, tabloid-type publications and a five-county conglomerate that includes a regional paper and separate weeklies. Some are relatively expensive.

Digital

Our rural area offers several online platforms with space for static ads. We also have a plethora of options for programmatic (non-static) ads.

Both are good options and depend upon your strategy/goals.

Advantages of rural media

○ Many small, local stations are community-centric and offer air time for public health issues.

○ While radio spots remain costly, digital (homepage) spots are inexpensive.

○ Many print publications regularly run earned media pitches.

○ Many local online publications also regularly run earned media pitches.

○ Smaller outlets often have relatively large audiences at comparatively low cost.

How we spent $28,000 in two months

Static digital ads: $2,703Programmatic: $1,950Print: $5,365Tab On for Take-Back Day: $2809Radio: $2,000Facebook: $10,000

What we got:

○ 80 radio spots across all counties○ 43 print ads across 6 papers○ 1 special edition print insert○ 10 different digital spots across 3 local platforms

Media results:

More than 1.1 million online impressions (excluding Facebook) JUST in the five-county regionMore than 700,000 LOCAL Facebook impressionsPrint ads to more than 37,000 households X 8

Collateral

Magnets 5,000 for $1,419Jar Grips 5,000 for $2,800Tip Cards 24,000 for $2,438

Video PSAs

We scripted and produced four video spots for $4,000.

Each video included local people with input from respective counties.

Used these on Facebook.

https://drive.google.com/file/d/0B-sdlO0T0PpfakJBcXoxM1AwcEE/view

Power of community.

https://drive.google.com/file/d/0B-sdlO0T0PpfMlItRmszV05aTTg/view

Tip: leveraging volume

Planning saves money. We create 12-month media plans and execute our advertising buys all at once. This allows

us to negotiate volume/frequency discounts saving hundreds and often thousands of dollars.

Tip: dig deep

Most rural communities have tactics you have to dig deep for. Examples: ○ Tab-On ad○ In-store tv displays○ placemat ads○ town newsletters

Know the market

Nothing beats walking and talking. If you hire an agency that’s not familiar with your region, work with them to understand your unique characteristics,

Don’t buy the hype

Advertising reps are salespeople and often sell you snake oil. No media is bad, no media is better. NO matter what your rep says!!!!

All your eggs in one basket?

We often see clients put all ad money into radio, or television - or really to whichever ad rep got there first. All of the research shows that a multi-platform ad plan is the most effective.

Targeting is critical

Do you know the typical characteristics of each outlet you buy? Have you asked for a media kit? Don’t just buy space - research each platform and make sure it will reach your target audience.

Example: Are you targeting parents younger than 35? Don’t use a newspaper!

Hyper-local. Hyper-targeting.

Digital ads let you serve your messages via highly targeted parameters:physical locationagespecifics like ‘researching pain clinics’

Seem counterintuitive?

The old, outdated mass media approach took a broad message and blasted it as far and wide as possible, like on broadcast tv.

Today, research shows the more targeted you get, the more effective your campaigns are.

So while you may ‘reach’ less people you’re reaching the ones you most want to take the intended action.

Harnessing the power of social media

Facebook, along with several other popular social media networks, has become an advertising powerhouse. The control, ease of use and targeting capabilities are invaluable and important to most any project.

However, because of the revenue Facebook ads drive, organic growth is next to impossible.

How to maximize your resources

When we launched our OMPP Facebook this year we harnessed the power of our coalition. Many of our partners had Facebook pages with large audiences, so simply asking for them to share the new page garnered increased exposure and reach.

We also regularly asked our partners to share our PSAs and other messages to help maximize our reach without spending money.

Facebook videos

We produced a video series of four PSAs this fiscal year and uploaded each to our new Facebook page. These videos garnered more than 8,000 views in the first couple of weeks - all unpaid.

Part of our success is because we used locals in our videos, which helped create community buy-in and shares on Facebook.

Facebook advertising

We spent about $10,000 for Facebook advertising to ensure our messages reached our intended audience. We targeted just our geographic area, then narrowed our targets further based upon whichever strategy employed.

That spend generated more than 700,000 impressions JUST in our five-county area, which means NO WASTE.

Comparing costs

The ONLY way to accurately compare media is called CPM: cost per thousand (mile). Anything else is apples and oranges!

CPM = cost / # impressions

Example: Print: Cost of 1 ad paper circulation

OMPP: CPM comparisons

Print: Spent $5365.50 with a circulation of 37,459 CPM = .14

Digital: Spent $2,703 on static ads that generated 286,235 impressionsCPM = .009

Facebook: Spent $10,000 on ads that generated 724,262 impressionsCPM = .01

Can you see the cost difference between print and digital?

Other advantages with digital or social

Metrics. The OMPP had to produce detailed reports on pre-stated metrics including impressions, click through rates along with website analytics. For these purposes, our unrated radio stations make reporting impossible.

Facebook tips

We increased organic reach through our coalition by harnessing their networks.Test, test and test some more. Don’t get married to numbers. Basically, everything ‘depends!’Research suggests Facebook is not great for leads or conversions, but is good for general awareness.

Facebook graphics

Tip: people love video and they love pictures.Keep your social posts/pages in line with your brand.

Don’t forget to listen!

Many organizations forget that social media is inherently a two-way conversation! This is the opportunity to listen, interact, engage and build relationships and brand loyalty!

For the OMPP campaign, we designed the website specifically to solicit anonymous feedback from our community. The submissions proved invaluable in additional strategies!

Policy documents

Don’t just hand over your social media platforms to anyone and always have a written social media policy in place. At the least it should overview how to handle negativity, profanity, etc. Generally, I never recommend anyone delete comments but we do always set the profanity filter on strong!

Best Practices

Marketing and communication about the opioid crisis DOES have guidelines and best practices.

Here’s the top two, based upon research from massive national campaigns:○ Fear doesn’t work.○ Don’t show what you want to prevent.

Messaging Tips

Especially with young people, quite often what you think will work won’t. Take time to research online, conduct focus groups WITH THE TARGET, and listen.

Messaging tip: plain English!

Most people won’t understand organizational lingo. Write everything at a sixth-grade reading level!!!

Connect.

With all you do, think of large brands like Nike - they don’t just sell products. They sell a lifestyle.

Creating your strategy

Define budget.Define/analyze your targets.Pick your channels.Make a 12-month plan.

Messaging.

Think about the venue before you create your message.Tie everything to your objectives.Keep it clear and concise.

CTA!!!

Always include a call to action. Every digital spot should include CLICK HERE or otherwise. Then, measure those conversions.Radio/Print - push to your website and/or promote phone calls.Facebook - page button.

Measuring success.

Build in SMART objectives prior to launch.Constantly review and adapt as needed.Don’t get stuck on the wrong metrics (page likes!)

Snapshot: Facebook metrics

Get familiar with your page insights. That’s gold.

Snapshot: Facebook posts

Data collection

Snapshot: Our FY18 plan

$20,000 for advertisingALL DIGITAL!!!!

Final thoughts:

Ignore everything you read about what you ‘must’ do. Not everyone needs Twitter, or Instagram.There is no perfect time to post.You can’t mess it up.

Questions?

leveraging limited funds for maximum impact · niche marketing agency that focuses on substance...

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