MARKETING - YEAR 1

OUR COMMUNITY ONLINE

ECOSYSTEMONLINE

WEBSITE (OWNED) SOCIAL MEDIA (EARNED) PAID SOCIAL (BOUGHT)

FACE BOOK TARGETING

SOCIAL METRICS

FACE BOOK TARGETING

QUIZ

STUDENTS

WEBSITE

Reach 52,580Clicks 3,179

CPC 34c

Reach 13,887Clicks 517CPC 26c

Reach 18,808Clicks 191CPC $1.45

TWITTER TARGETING

Impressions 335,000Engagements 4,920

CPC $1.38c

YOUTUBE TARGETING

Views 19,000CPV $0.02c

COMMUNITY OUTREACH

BILLBOARDS

WORKSHOPS

COMMUNITY OUTREACH

EXPANDED TO 10 TOWNS

Social media impressions

SCOREBOARD

Website visits

OUR COMMUNITY ONLINE

Completed quiz

2,980,000

13,962

582

Clients Enrolled 37

Clients Eligible 137

redrockbranding.com203 295 4882

SUMMARY

o February March April May June July August September October November December January TOTALSSocial Impressions 480,200 396,900 214,400 156,000 236,400 118,900 212,000 143,700 272,000 213,800 188,900 200,700 2,833,900

Facebook 19,465 92,856 52,864 59,955 63,188 48,764 66,224 48,407 45,802 51,597 549,122

Twitter 13,869 48,953 15,296 15,637 6,494 9,338 6,853 11,708 13,768 15,296 10,587 167,799

Google Plus (organic) 428 112 97 147 65 849

Youtube 499 1,340 1,470 4948 4900 13157

Website Visits *unique 596 664 747 909 1074 1552 875 968 735 1028 904 1054 11106

Total Sessions *include returns 879 935 1002 1202 1365 1829 1195 2052 2155 1351 1841 2205 18011

Quiz Logons 45 308 370 371 365 461 306 100 63 68 28 45 28

Quiz Yourself 25 228 334 337 336 434 276 78 53 56 23 39 2219

Quiz Family 20 73 21 13 24 18 18 10 6 2 2 3 210

Quiz Friends 0 7 15 21 5 9 12 12 6 10 3 3 103

Quiz Completions 38 139 94 46 67 38 78 34 30 18 24 606

Quiz Yourself 38 132 88 46 59 28 78 31 28 18 23 569

Quiz Family 5 7 3 2 0 1 18

Quiz Friends 7 6 0 3 3 0 0 19

Mail Signups 2 3 19 14 18 7 12 10 1 3 3 92

Facebook 109 37 70 48 12 56 41 51 97 125 124 770

Facebook Advertising 122 47 32 43 26 14 180 187 388 315 1354

Twitter 25 11 33 45 28 32 174

Twitter Advertising 31 85 53 43 51 11 46 0 0 n/a n/a n/a 320

Clients Screened 137

Clients Enrolled 2 3 1 3 3 2 3 2 7 6 37

SUMMARY

STRATEGY CAMPAIGN (Advertising) IMPRESSIONS COSTS EFFECTIVENESS NOTESBillboards Overall brand awareness to

support launchTake the quiz 700,000 $2,500.00

Transit Wraps Over all brand awareneds tosupport launch

Take the quiz 2,500,000 $5,200.00

Transit interiors Long form education fortransit passangers

6 formats all providing detailaround symptoms andtreatment

369,000 $2,430.00

New Haven Register Inserts Clear Path graphic to educatearound specific treatementprocess

Older demographic readerCall or TEXT

100,000 $6,420.00

New Haven Living ads Targeting higher incomedemographic

Take the quiz 100,000 $385.00

Inner City News Target African Americanniche readership during MLKpeak readership

The face of ADAM 300,000 $1,000.00

Cinema 15 sec video Focus on movie going youthin low yield/new areas ofNorth Haven and Milford

Awareness and CTA 200,000 $6,000.00

SUMMARYSTRATEGY CAMPAIGN (Advertising METRICS COSTS EFFECTIVENESS NOTES LINKS

FACEBOOK ORGANIC Brand AwarenessAdvocacy

Page Likes (Followers)Comments and SharesREACH

No CostsDirectly

500 Page Likes150,710 Organic Impressions794,991 "Paid" Impressions3,196 Post SharesPost Engagement

Posts areconversational,promote advocacy,education, informationin a warm friendlymanner

https://www.facebook.com/mindmapct/

FACEBOOKADVERTISING

Brand AwarenessCall-to-ActionAdvocacy

Quiz "Self" QuizAnswering/Completions

$955.44 (AvgCPC $0.38)

2,539 clicks to Quiz Page Invite those who maybe expereincingsymptoms of psychosisand want to confirm,feel like "they are notalone"

http://mindmapct.org/quiz-yourself/

Quiz "Family" Specifically Familymembers of potentialpatients in 10 townareato take quiz

$167.38 (AvgCPC $0.58)

287 Clicks to Quiz Page Invited those who maysee signs of psychosispresent in loved onesand want to confirm,check symptoms, feelthey have a place to go

http://mindmapct.org/quiz-family/

PSA Video specifically to call or text $95.13 (Avg.CPC $0.65)

146 Clicks to landing page Clear call-to-action tothose who believe theyare experiencing thesymptoms of psychosisand want to talk tosomeone.

http://mindmapct.org/mentalphysical-health/

College Student Campai Specifically CollegeStudents in 10 town areato call or text

$276.79 (AvgCPC $1.45)

191 Clicks to Landing Page Specific Landing pageshad more urgentmessages.

http://mindmapct.org/college

TWITTER ORGANIC Brand AwarnessAdvocacyNetwork Building

Twitter FollowersRetweets (Twitter versionof Sharing posts)

No costs directly 496 Followers655,144 Post Impressions2,012 Engagements (Organic)446 Link Clicks (Organic)

More of a globaladvocavy effort.

TWITTER ADVERTISING Brand AwarenessCall-to-Action

Self Identifying/FriendAd

Call/Visit Website $552.36 (Avg CPC$1.33)

357 Link Clicks Targeted Only to 8towns in participatingarea. Invited viewers toparticipate in quiz or getmore information

http://mindmapct.org

Parent Video Ad Education/Call/Visit Site $526.32 (AvgCPC $1.38)

391 Link Clicks

YOUTUBE ADVERTISING Brand AwarenessCall to Action

Patient TestimonialVideo :30

Call/Text/Visit Website $212.07 (AvgCPC $0.02)

34,430 Impressions11,802 Video Views124 Clicks to Website

Video ad using bothkey terms used insearch per researchand Google trends, aswell as tracking searchbehaviors via GooglePartner sites.

youtube.com/mindmapct

GOOGLE ADVERTISING Call to Action Dynamically Generatedad directing people towebsite, call or text

Call/Text/Visit Website $126.35 (AvgCPC $0.19)

45,171 Impressions665 Clicks to website

Text Ad using both keyterms used in searchper research andGoogle trends, as wellas tracking searchbehaviors via GooglePartner sites.

RECRUITING ACTIVISTS