• Raise awareness of allergies and asthma, and the benefits of seeing an allergist for diagnosis and treatment;

• Motivate allergy and asthma sufferers to take action; and

• Differentiate allergists from other clinicians

Campaign Goals

Metrics: Measuring Success

• Media relations results• Campaign Website traffic• Advertising spend and impressions• Relief Team recruitment and engagement

Results: Media Reach and Awareness

1,742 articles: print, broadcast and online media

More than in all of 2009

January to April 2010:

Results: Media Reach and Awareness

2010 placements four times 2009

Results: Media Reach and Awareness

2010 audience doubles 2009

Results:Media Reach and Awareness

99%mention

ACAAI

85%mention allergists

61%quoted ACAAI

spokesperson

69%included campaign website

92%included

key campaign messages

96%resulted from

specific campaign outreach

Key campaign messages in 2010

Results:Media Reach and Awareness

Local media coverage in all 50 states since campaign launch

Results: AllergyAndAsthma.org

April Year Over Year Comparison

AllergyAndAsthma.org

Results: AllergyAndAsthma.org

Quality Visits: AllergyAndAsthma.org

Results: AllergyAndAsthma.org

Unique Visitors: AllergyAndAsthma.org

Results: Website

Results: Ad Reach

Total Advertising Spend

Results: Online Ad Reach

Results: Relief Team

• 1,440 members• Web portal provides new level of support• 262 members logged in 418 times during March and April

Results: Relief Team

Results: Campaign Extensions

• Integrated critical programs for ACAAI into Find an Allergist, Find Relief– Nationwide Asthma Screening Program 2009– Blue Book– AANMA partnership

Moving Forward: July – Dec. 2010

Moving Forward: 2011

• We suggest: – The Marketing Task Force (MTF) be

integrated into the Public Relations (PR) Committee.

– That current MTF members be asked to serve on the 2011 PR Co. to assure campaign consistency.