ASAE Board Report:The Power of ADC Awareness CampaignAugust 14, 2009

Hyper-Targeted Initiative

Campaign focused on reaching about 1,000 influencers in DC/MD/VA:

1. Congress

- New staffers

- Current staffers

2. Members of the Obama administration

3. Capitol Hill and business press

4. DC metro opinion leaders, senior private-sector insiders

5. State legislators and their staffs, media and opinion leaders outside the Beltway

Campaign Strategy

Reposition the association community as problem solvers who are helping resolve America’s most pressing issues.

• Beyond, but including lobbying

• Valuable specialized expertise

• Real solutions to economy,jobs, healthcare and more

• Skilled at working together

Create Powerful Conversation

Campaign Tactics

An integrated campaign that includes:

1. Digital Influence (Web site and social media)

2. TV Advertising (Broadcast and cable)

3. Digital Advertising and Paid Online Search

4. ASAE Added Value (USA Today and CNN Airport)

5. Member Materials

6. Media Relations

Phase I Highlights By the Numbers: 4/26 through 6/11

• ThePowerOfA.org generated 4,111 visitors to date; the majority from DC/MD/VA; average time on the site 2 mins 19 seconds

• District-based visitors spent the greatest amount of time on the site, 3 mins 28 seconds

• Total advertising targeted impressions = 10,286,823

• Total advertising value = $472,274 including $213,322 of added value

• Highest Web traffic days include John Graham post (5/4) and Politico home page roadblock (5/5)

• Campaign delivered 645 (15%) more inside-the-beltway TV spots than originally estimated/planned; plus 1,557 views on YouTube

• Campaign news coverage includes 5 articles in National Journal, CEO Update, USAEmail, Association Trends, PR Week

The Campaign:Digital Influence

The Power of A Microsite:Total Page Views

• During the initial campaign launch, the site has received:

• 4,111 visitors;

• 9,129 page views;

• 2 minutes, 19 seconds – average time on site

The Power of A Microsite:Visitors – Traffic Sources

• The majority of ThePowerofA.org visitors are from DC, MD or VA

• These ‘inside the beltway’ visitors spend an above average time on the site

The Power of A Microsite:Visitors – Traffic Sources

• The majority of ThePowerofA.org visitor from Maryland and Virginia are clustered within the greater Washington metropolitan area

The Power of A Microsite:Volume of Conversation in Social Media

• 28 Blog Posts

• 144 Inbound links (including thePowerofA Badge referrals)

• See attached excel sheet for a full list of referring links

The Power of A Microsite:Volume of Conversation in Social Media

• As posts have increased to almost daily frequency, the number of comments has increased as readers know to visit the site for up to date Health Care posts

The Power of A Microsite:#PWRA on Twitter

• Continued used of the PowerofA.org hash tag on Twitter is critical as new users have begun to associated their own content as being demonstrative of the Power of A campaign messaging.

The Power of A Microsite:Engaging in Conversation

• The most commented posts are the ones on which there’s back and forth between the ASAE Power of A Bloggers and readers

• To increase readership and monthly visitors consider launching future posts that solicit user feedback (e.g. polls, links to other bloggers, etc)

The Power of A Microsite:Youtube Channel

• The Power of A advertisement on Youtube has received 1,557 views

• With an average rating of 4.5 (out of 5) stars

• Two comments, both positive:

The Campaign:TV and Digital Advertising

Section Divider

Advertising Campaign: 4/26 – 5/24

TV and Digital Ad Summary:

• 18 inside-the-beltway Sunday political show TV spots:• Fox News Sunday, Meet the Press, This Week, McLaughlin Group,

Face the Nation, Inside Washington, Chris Matthews, Sunday Today, Sunday Morning

• 4,573 DC Metro Cable TV spots• 5,421,457 Digital Ad Impressions• 3,561 Visits to the website

Cable

Broadcast

Digital

USA Today

CNN- Airport

Total

$ 151,700

$ 98,625

$ 136,949

$ 25,000

$ 60,000

$ 472,274

Media ValueCost

$ 98,605

$ 78,900

$ 81,447

$ 0.00

$ 0.00

$ 258,952

ASAE 2009 Advertising Campaign- Total Value

Cable

Broadcast

Digital

USA Today

CNN- Airport

Total

$ 151,700

$ 98,625

$ 136,949

$ 25,000

$ 60,000

$ 472,274

Media ValueCost

$ 98,605

$ 78,900

$ 81,447

$ 0.00

$ 0.00

$ 258,952

ASAE 2009 Advertising Campaign- Total Value

Broadcast Advertising- Cable

Provider Week of: 4/27 5/4 5/11 5/18

Comcast   898 1,055 1,055 898

             

Verizon   167 166 167 167

             

Total Spots per Week: 1,065 1,221 1,222 1,065

TOTAL: 4,573

ASAE commercials ran on Comcast and Verizon Cable networks across CNBC, CNN, FXNC, CNN HN, Discovery, Fox News and History channels. A total of 4,573 cable spots ran from 4/27 through 5/24.

TV and Digital Ads Drove Audience to PowerOfA.org

Site Performance Results:• Total visits to www.thepowerofa.org 3,561• Average pages viewed per visit 2.21• Total Page views: 7,872• Average time on site: 2:22• % New Visits: 75.48%

Top Referring Sites: • www.politico.com • www.asaecenter.org• www.washingtonpost.com • www.rollcall.com • www.twitter.com

Highest Traffic Days:1. 5/4- John Graham Response - 463 visits2. 5/5- Politico Home Page Ad – 339 visits

Traffic Sources:

Digital Advertising- Highlights

Top Line Results : • Total Impressions (amount of times the ads were displayed)- 5,421,457 • Unique Viewers (amount of people who saw the ads)- 1,799,494• Total Clicks (amount of times the ads were clicked on)- 2,704• Unique Visitors (amount of people who clicked on the ad)- 2,364

Served Impressions by Publisher:

USA Today- 18.16%

CQ- 14.44%

Roll Call- 2.92%

Politico- 46.25%

Wash Post- 18.23%

Display Ad Performance Results: • Overall Performance (based on CTR**):

1) Roll Call – 0.12%2) CQ - 0.05%3) Washington Post - 0.05%4) Politico – 0.05%5) USA Today – 0.02%** Politico drove the highest number of

clicks totaling 1,373 • Cost Efficiency (based on Cost per Click):

1) Politico - $20.042) Roll Call - $28.293) CQ - $41.654) Washington Post- $43.05** USA Today- Bonus $0

** Click-Through Rate (CTR) - Percentage of Total Clicks out of Served Impressions.

Digital Advertising- Roll Call

Knowlegis Email:

Through this unique opportunity to partner with Roll Call, a total of 1,908 messages were delivered to 539 Congressional offices. • Opens: 79 (4.14%)• Links Followed: 6 (0.31%)

Roll Call Landing Page:

In an effort to continue audience engagement behind “Power of A”, we arranged for Roll Call to host a custom landing page within their site to promote consumer response and solicit more feedback. The landing page launched on 5/15 and is still live however, the promotion on the RC homepage ended on 5/31. • 181 visits to the Roll Call landing page• 23 clicks to the Power of A site

Digital Advertising- Politico

Exclusive Content Alignment:

• The Politico Home Page fixed 728x90 placement ran on 4/29, 5/5, 5/12, 5/19 for a total of 1,721,935 impressions and 1,023 clicks.

• The 1st date 4/29, was Obama’s 100th day in office and this exclusive content provided additional exposure and directed 319 visits to the Power of A site.

Digital Advertising- Washington Post

Elite Audience Reach:

•32,501 Run of Site impressions were served directly to the House and Senate members, which led to 30 clicks from this elite audience to the Power of A site.

• A one week sponsorship of the Capital Briefing blog delivered 46,317 impressions which was over 400% the purchased expected amount of 11,000.

CQ Politics-Feature Story Sponsorship

CQ.com-Contextual (Economy)- 300x250

Winning Negotiations:

• CQ delivered 738,091 impressions in total and these placements led to 405 total clicks to the Power of A site.

• 279,215 impressions were negotiated as bonus ($0) and equated to 133 free clicks.

Digital Advertising- Google Paid Search

Paid Search Performance Results:

• The ASAE paid search campaign targeted only people searching in Washington DC. The keywords were grouped into the following categories (as shown of below): Economy, The Power of A, Associations, and ASAE. Overall, the campaign received 673,577 impressions and drove 461 clicks to ThePowerofA.org, making up 8.3% of all total traffic to the blog.

• Below are a list of the Top 10 Keywords ranked by the total number of clicks they received:1. economic – 692. the power of a – 373. economy – 374. the economy – 255. power of a – 196. united states economy - 8 7. american economy – 48. powerofa.org – 39. global economy – 310.economy 2009 – 3

ASAE 2009 Digital Advertising- Google Paid Search

Top 3 Text Ads by the Number of Clicks Received:

1) 298 clicks 2) 37 clicks 3) 30 clicks

The Campaign:ASAE Value Added

Digital Advertising- USA Today

Valuable Partnerships:

• Through ASAE’s partnership with USA Today 2,000,000 Run of Site bonus impressions were issued to help support the campaign. This opportunity was worth approximately $25,000 in value.

• These placements drove 246 clicks to the Power of A site.

CNN Airport TV

Through ASAE’s relationship with Airport TV:

• 892,000 impressions were generated in Regan National and Dulles airports over 42 days in rotation

• 1,008 spots ran in CNN Airport Network and 12,096 in Arrivals TV (baggage claim)

• Total Reagan audience = 1.57 million travelers

• Total Dulles audience = 1.97 million travelers

The Campaign:Member Materials

Member Materials

ASAE developed materials to be leveraged by members, accessible

online:

• Press release

• Messages

• Q&A

• Newsletter article

• TV and digital advertising

• Website badge

The Campaign:Media Relations

News Coverage

Five placements in top association and business trades:

• Each piece included key messaging about association problem solving

• National Journal “Under the Influence” blog, CEO Update, USAE-mail, Association Trends, PR Week

• Four included interviews with John Graham, CAE

Report Card Tables

Program Element Goals v. Actual

Sunday Morning Political Show TV Advertising

157,000 hyper targeted

impressions over two weeks, 18 spots (9 per

Sunday)

Fulfilled on This Week, Fox News Sunday,

Sunday Today, McLaughlin Group, Meet

the Press, Face the Nation, Sunday Morning, Inside Washington, Chris

Matthews

Drive awareness and site visits

among DC legislative and administrative

community

Traffic spiked on Sundays when ads ran. On 4/26, 42 direct clicks (76 searches), and 5/17 76 direct

clicks (115 searches)

Local Comcast Cable TV and Verizon FIOS

3,928 spots over four weeks in DC,

Alexandria and Montgomery, Arlington and

Fairfax counties

4,573 spots (645 above target including a

negotiation with FIOS) on CNN,

Fox News, CNBC, Discovery,

MSNBC, CNNhn, History Channel

Approximately 2,000,000 hyper

targeted impressions

Approximately 2,000,000 targeted impressions

Digital Advertising Snapshot (through May 24)

“Stalk” the DC legislative

community where the live and work

The ads were displayed

5,421,457 times (total impressions)

in select media

Target inside the beltway

Congressional and Administration

members

1,799,494 unique viewers (number of people who were

exposed to the ads); 2,704 clicks and 2,364 unique users directly

from the digital ads to the Website

Strategic Program Element

Element Goal v. ActualGOAL ACTUAL

Media Goal v. ActualGOAL ACTUAL

* Given average lead times, stories may not appear for 2-3 months, depending on the publication

Print (magazines, newspapers) = circulation x 3.2Broadcast (TV, radio) = audienceOnline = unique visitors / month

Program Element Goals v. Actual

CNN Airport TV

Targeted impressions in

Washington, DC airports through leveraged ASAE

relationship

892,080 impressions

beginning 4/27, for 42 days, spots ran in Reagan National and Dulles Airports

Target travelers in airport terminal and

baggage claim

1,008 spots ran in CNN Airport Network and 12,096 in Arrivals TV (bag claim); total audience

reached in Reagan 1.57M travelers and in Dulles 1.97M

travelers

Cq.com/cqpolitics Digital Advertising

8,000,000 targeted impressions over

four weeks

Fulfilled 783,091 impressions with

a .05% click through rate. Cost efficiency per click

= $41.65

“Top Story” sponsorship,

contextual targeting to “economy”

Generated 14.4% of impressions, 405 click throughs to

ThePowerOfA.org; 279,215 negotiated as BONUS, equating

to 133 free click throughs

Washington Post Digital Advertising

929,256 targeted impressions over

four weeks

Fulfilled 988,150 impressions with

a .05% click through rate. Cost efficiency per click

= $43.05

.house/.senate targeting, behavioral

targeting to economy content,

exclusive sponsorship of

Capitol Briefing Blog

Generated 18.23% of impressions; 32,501 impressions served directly to House and Senate members, which

led to 30 click throughs from this elite audience; Capital Briefing blog

delivered 46,317 impressions, more than 400% over the expected, purchased amount of 11,000.

Strategic Program Element

Element Goal v. ActualGOAL ACTUAL

Media Goal v. ActualGOAL ACTUAL

* Given average lead times, stories may not appear for 2-3 months, depending on the publication

Print (magazines, newspapers) = circulation x 3.2Broadcast (TV, radio) = audienceOnline = unique visitors / month

Program Element Goals v. Actual

Politico Digital Advertising

1,352,000 hyper targeted

impressions over four weeks

Fulfilled 2,507,507 with a .05% click

through rate. Cost efficiency per click

= $20.04

Homepage leaderboard on

Tuesdays, exclusive sponsorship of

Economy Channel

Top performing site generating 46.25% of clicks and

impressions; exclusive sponsorship of select content

including April 29th Obama’s 100th day in office. 319 visits to

Website were generated on this particular day.

Roll Call Digital Program – Advertising, Web Page, Knowlegis Email

150,000 hyper targeted

impressions over two weeks

158,309 impressions with

a .12% click through rate. Cost efficiency per click

= $28.29

ASAE landing page within RollCall.com,

directed to by banner ads and Knowlegis email

Landing page: 181 visits, resulting in 23 clicks to

ThePowerOfA.org

Knowlegis: 1,908 emails to 539 Congressional offices resulting in

79 opens (4.14%) and 6 links followed (.31%).

USA Today Digital Program

BONUS 2,000,000 ROS impressions over four weeks

through leveraged ASAE relationship

984,400 impressions with a click through rate

of .02% and added value of $25,000

Drive click throughs to ThePowerOfA.org

Generated 18.16% of impressions; drove 246 clicks to the Website.

Strategic Program Element

Element Goal v. ActualGOAL ACTUAL

Media Goal v. ActualGOAL ACTUAL

* Given average lead times, stories may not appear for 2-3 months, depending on the publication

Print (magazines, newspapers) = circulation x 3.2Broadcast (TV, radio) = audienceOnline = unique visitors / month

Program Element Goals v. Actual

Google Paid Search

Targeted Washington based searchers looking for information on associations or The Power of A over 5 weeks

Delivered 673,577 impressions and

drove 461 clicks to ThePowerOfA.org, 8.3% of traffice to

the site

Among the top keywords:

economic, the power of a, the economy,

power of a, american economy,

powerofa.org

Economy related keywords drove the most clicks (379), followed by The Power of A (67), which only could have been driven by the advertising and word-of-mouth efforts. Average ad position was 3rd

Social Media Engagement

Demonstrate the collaborative,

participatory nature of associations;

apply cutting edge tactics, open conversation among DC audience

Employed collaborative

tactics such as the Economy to the Power of A blog and Twitter feed;

social media room 2nd most popular page (388 views)

Evolve the conversation to include current issues where

associations can help solve problems

Web traffic spikes with increased posts, healthcare conversation,

Twitter use; created Power Words to engage Hill audience

Association Community Engagement

Encourage members of the

association community to participate

28 blog posts; 144 in-bound links and badge referrals, 36

participants, ongoing Twitter

posts

Positive personal feedback from key

audiences

Positive emails, personal feedback and YouTube comments from orgs including: members of Congress, Australian Associations; ASAE members, volunteers

Strategic Program Element

Element Goal v. ActualGOAL ACTUAL

Media Goal v. ActualGOAL ACTUAL

* Given average lead times, stories may not appear for 2-3 months, depending on the publication

Print (magazines, newspapers) = circulation x 3.2Broadcast (TV, radio) = audienceOnline = unique visitors / month

Program Element Goals v. Actual

Strategic Program Element

Element Goal v. ActualGOAL ACTUAL

Media Goal v. ActualGOAL ACTUAL

Digital Influence Live Listening Post

Identify top online influencers and monitor what is

being said online, respond when

appropriate

Developed list of top association

bloggers; identified 2 opportunities for

response

Respond to initial “detractors” at launch; John

Graham posted, resulting in positive

comments from bloggers

Ongoing monitoring, including response when appropriate;

training of ASAE staff to post and respond

Member Materials

Develop at least 8 pieces of online

materials available by download for target audiences and members

Materials created include press

release (2), FAQs, newsletter article (2), TV ad, digital

ads, badge

Materials accessed by members

Member materials page seen by 116 unique viewers; 1:37 on page

Media Relations Launch

Generate placements in 3-5 top association,

business and PR trades

Distribute press release, prepare

messaging, respond to tough

questions

Generate press release, be prepared

for questions

Coverage in the National Journal, CEO Update, USAE-mail, Association Trends, PR Week; each including key messages about association collaboration, problem solving, 4 of 5 included a quote from John Graham

* Given average lead times, stories may not appear for 2-3 months, depending on the publication

Print (magazines, newspapers) = circulation x 3.2Broadcast (TV, radio) = audienceOnline = unique visitors / month