BRAND TOUCHPOINT MATRIX

Personal High engagement /“hands on”

Mass Market Brand Building/awareness

Quick Interactions

Multiple /Long term

Interactions

Twitter

Website

Community Outreach

FaceBook Page

Printed Material

Branded Product

Print Ad

FB Ads

Email

Community

Treatment Facility

PSA Campus

You Tube

Instagram

Podcasts

Transit Ads

1

Persuasion Architecture

Owned Media

Earned Media

Paid Media

2

website

Social Media

To launch and grow the Mindmap brand to reduce DUP in Bethany, Woodbridge, Hamden, Orange, North Haven, East Haven, West Haven, and New Haven.

Plan • To create content on key social media sites to show Mindmap as a thought leader in early detection of mental disorders

• Segment focus will be two key audiences 16-22, and 23-35 • Target stakeholders to include Education, Mental Health Services,

Primary Care, Youth Organizations, Social Welfare and Judicial groups within the 8 towns

Platforms Facebook Twitter Google + Pinterest Instagram YouTube SlideShare LinkedIn

Objective

3

Social Media - Facebook

• Cultivate relationships with community • Build Mindmap brand awareness • Lead generation and client acquisition • Share a mix of relevant links, blog posts, and engaging content • Promote upcoming events • Listen and respond to relevant conversations • Engage with influencers

Objectives

Action items √ Set up list of partner organizations and cross post onto supporting groups √ Set up Facebook admins and establish policy

Key Metrics • X number of posts per day • Page shares • Likes • Engagement and comments • Referring traffic

4

Social Media - Twitter

• Mindmap brand awareness • Key platform for media partnerships • Identify key influencers in stakeholder categories • Share a mix of relevant links, blog posts, and engaging content • Communicate issues to support team and ensure follow-up • Listen and respond to relevant conversations • Create relevant hashtags and promote

Objectives

Action items √ Create list of preferred tags e.g. #headcheck, #checkin √ Utilize promoted tweets and pinned tweets √ Set up Twitter Lead Generation cards √ Segment influencers and create lists

Key Metrics • X number of posts per day • Hashtag usage • Followers, mentions and retweets • Engagement and comments • Referring traffic • Influence of followers

5

Social Media - Google+

• Brand awareness and engagement • Lead generation or client acquisition • Share a mix of relevant links, blog posts, and engaging content

Objectives

Action items √ Optimize for SEO and set up Google authorship √ Create and promote upcoming events √ Utilize Google+ hangouts

Key Metrics • X number of posts • Google+ circle adds/follows • Google+ mentions • Google +1 • Referring traffic • Hangout participation

6

Social Media - Pinterest

• Brand awareness and engagement amongst women (the most desirable gender as they make/influence most family decisions around health)

• Lead generation or client acquisition • Share a mix of relevant imagery—both brand-related and fun

Objectives

Action items √ Create boards showcasing our marketing messages √ Follow other organizations, thought leaders and partners

Key Metrics • Pins • Repins • Followers • Referring traffic

7

Social Media - Youtube - Instagram

• Viral sharing • Showcase company culture and events • Create a video series to share

Objectives

Action items √ Create themes and production style √ Determine distribution channels √ Create social strategy for promotion √ Get customers, partners, and influencers involved in video creation

Key Metrics • Views • Shares • Referral traffic • Pages ranking on key terms from YouTube

8

Social Media - LinkedIn

Enhance peer to peer relationships with our target stakeholders organizations in Education, Mental Health Services, Primary Care, Youth Organizations, Social Welfare and Judicial groups

Objectives

Action items √ Create and join relevant groups √ Use the publishing platform to build authority and connect with target stakeholder groups √ Monitor and participate in Q&A √ Set up sponsored posts and ads

Key Metrics • X number of posts per week • Page follows • Comments, likes, and shares • Group participation • Referring traffic • Lead generation/new customers

9

Social Media - SlideShare

• Showcase Mindmap thought leadership with links to LinkedIn • Sharing presentations to outreach target stakeholders to include Education, Mental Health Services, Primary Care, Youth Organizations, Social Welfare and Judicial groups

Objectives

Action items √ Determine ownership for visual content on SlideShare √ Work on regular SlideShare presentation creation √ Use the forms feature in SlideShare so you can sync leads to your marketing automation platform

Key Metrics • X number of presentations • Followers • Views • Shares • Lead generation and client acquisition • Downloads • Favorites

10

Social Media - Email

Develop a email data base to send monthly newsletters and communicate the mindmap brand messages and updates

Objectives

Action items √ Create stakeholder personas and develop different mailing lists to each √ Create editorial calendar and curate content to suit

Key Metrics • X number of email addresses • Open rate • Click thru rate • Lead generation and client acquisition • Shares

11

Social Media - Monitoring

Hootsuite and Sprout Social are social media management dashboards that provide for scheduling, monitoring and measuring.

Objectives

Action items

• Listen to relevant conversations across multiple platforms • Keep track of conversations initiated by Mindmap and answer

questions • Monitor conversations initiated by others as see where Mindmap could

fit in or add value • Establish “damage control” protocol

√ Assign ownership of each channel/strategy to someone within mindmap √ Create client personas √ Train your teams to use social media for lead generation and customer acquisition √ Create a social media policy and distribute it to your employees

12

Action items

Social Media Advertising

While organic social is a critical part of Mindmaps comprehensive social strategy, on its own, it will not get traction. With paid ads and sponsored content, we can reach beyond our social media following in a very targeted way in Bethany, Woodbridge, Hamden, Orange, North Haven, East Haven, West Haven, and New Haven. FaceBook will be the main channels for the reasons below.

13

Social Media Analysis

Website performance and behavior will be monitored via Google analytics. Its the key to getting to know our audience by following their behavior on the website.

Google Alerts will be used to track use of key words and keep us informed on key topics.

Use the Facebook reporting tools to analyze the Facebook audience and what content they engage with the most. This will be Mindmap’s on going focus group.

Alerts

14

KPI’s

Key Performance Indicators - Monthly Report CardFacebook Twitter Google+ Pinterest Instagram Youtube Slideshare Linkedin Email Website

PostsImpression

sLikesSharesFollows

InfluenceReferalsClicksVisitsQuiz

Emails Signups

Goal completion

Total

15

The end goal is action - not eyeballs