Who Are We? TARGETED ADVERTISING: GETTING THE BEST YOUR BUCK 7/25/2012

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1 TARGETED ADVERTISING: GETTING THE BEST YOUR BUCK FOR Steve Burton, CEO Sheila Moran, Director of Communication & Marketing What We Want You to Learn: The importance of a marketable program The importance of marketing 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 1

2 A Little On Our Program Telephone answered by trained clinician Crisis intervention Conversational intake completed Data collected Referral made Counselor sent information Client follow up Just A Little More On Our Program.. All callers (including loved ones) offered a free two hour consult with one of our network counselors Scheduled while on the line Appointments are local/often within 1 3 days Referred to support services and information mailed Immediate & long term follow up and care management Up to 20 sessions funded by us for qualified callers A Little About West Virginia We are one of the least populated states Much of our area is rural We have A LOT of gambling Our annual budget is about 1.6 million We spend nearly a third of our budget on advertising and marketing! 2

3 The Best $25.00 We Ever Spent We Surveyed PG Programs: What percentage of your budget goes towards advertising/marketing? 11% 20%, 18.2% None, 18.2% Less than 10%, 63.6% Eleven Years Of Our Referral Data 3

4 A Few Things We Have Discovered Always ask about referral source (Survey says most of you do) Sometimes folks get their own referral source wrong Novelty 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! Conferences Increased public awareness Overlap with prevention efforts Major source of indirect referrals for us Sometimes free or discounted for non profits Earned Media How the media find stories The power of using real stories Basics of a good press release Pictures are great! There must be a hook Timing is everything 4

5 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, Superpages, Verizon,etc ) Just in WV we have over 70 directories Our survey showed that 78% of respondent PG programs still use YP Ads Most 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 2011 Placement can be expensive and time consuming Using YP placement agencies If 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) 5

6 Online Yellow Pages You can get a FREE online Yellow Pages listing YP online now has many competitors that also offer free listings (Ask.com, DexKnows, Yelp, general google searches) Billboards Our biggest Paid Referral Source Billboard Purchasing Product material Placement Free or reduced rate boards Length of campaign 6

7 Billboard Design The Good, The Bad.And The Awkward Readable Attention getting Message, not detail advertising/ The Good ive billboard ads/ 7/01/15/top 10 billboard advertisements/ The Bad /most billboard designs are bad even at 70 mph/ 7

8 The Awkward Television Commercials PSAs Design Production Scheduling Cable vs. Network Target Audience Reach and Frequency Your Website Our survey says almost all of you have one! Content management systems vs. outsourcing Analytics Clear path to help 8

9 Search Engine Optimization Paid Search engine ads (Google Adwords) Paid ads on other sites (Newspapers, etc..) Organic Linking basic seotips everyone should know ?op=1 Keywords Registration Do it yourself vs. outsourcing Facebook Free! 57% of our survey respondents have a FB page Around 750 million people use it Great free insights Confidentiality issues Gaming 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 Budgeting (pay per click vs. pay per impression) Scheduling 9

10 Facebook Advertising Advantages Comparatively inexpensive Extreme audience targeting Ability to ad test Midcourse 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 10

11 How Involved Should the Gaming Industry Be With Your Advertising? The Take Away If you re not advertising effectively, 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 11