fy13 q1 concern and awareness report
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FY13 Quarter 1 ReportCommunications Highlights and Metrics*
*(Organized by Strategic Plan objective)
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World Alzheimer’s Month/Alzheimer’s Action Day
Chinese Press Conference
A press conference on Alzheimer’s Action Day about the new World Alzheimer’s Report and www.alz.org/chinese garnered coverage in the area’s two largest Chinese-language print outlets, World Journal and Sing Tao, as well as on Chinese-language news station KTSF. The stories garnered at least 579,000 impressions.
Letter to the Editor Campaign
An Alzheimer’s Action Day letter to the editor campaign garnered 6 letters to the editor encouraging the community to wear purple and support the Alzheimer’s cause on 9/21. The letters ran in several publications including the Oakland Tribune and Contra Costa Times and garnered at least 1,180,725 impressions.
Increase Concern & Awareness
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World Alzheimer’s Month/Alzheimer’s Action Day
Purple, purple everywhere! News stations in the Bay Area and Sacramento markets wore
purple on Alzheimer’s Action Day!
Our volunteers helped a dozen high schools and other community organization and street teams turn purple
At least 100 Facebook fans turned their Facebook profile picture purple and almost 300 took the pledge to turn purple!
Increase Concern & Awareness
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World Alzheimer’s Month/ Alzheimer’s Action Day
International Friday FactsFour info graphics highlighting international Alzheimer’s
statistics garnered 150 likes and 149 shares on Facebook (an estimated audience of 6,745 people).
Blog CampaignWe featured stories about the Alzheimer’s
experience from around the world on our alzheimersblog.org and garnered more than 360 visits.
A poem from Norm : UK“I’ve only got dementia, and not Bubonic plague…”
A reflection from Elena: Chile“She is a woman that has to deal with a history that eludes her…”
A blog from Mona: Philippines“We never thought the tower of strength that she is could ever have Alzheimer’s...”
Increase Concern & Awareness
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Long-distance Caregiving
The Sacramento office helped find a family that was highlighted in a story about the challenges of long distance caregiving. The story, which ran in several papers including the Contra Costa Times, San Jose Mercury News and the Sacramento Bee, cited www.alz.org as a resource for families facing this challenge. Dr. Elizabeth Edgerly was also quoted as an expert in the story, which garnered 2,084,019 impressions.
Enhance Care and Support
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NEW! Caregiver Group on FacebookOur Chapter was invited to be part of a beta test for a new feature called Facebook Groups. We started a group for caregivers so they can seek advice, share support and get connected to resources.
CollateralCollateral created in support of Enhancing Care and Support included multiple flyers, eblasts and brochures, such as the Know the 10 Signs brochure in Chinese, the Circle of Care Education Conference brochure and an issue of the bi-annual print newsletter.
Enhance Care and Support
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General education and supportGeneral education and support messages continue to be among the most popular features on Facebook and Twitter.
Enhance Care and Support
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Town Hall Meetings• The Town Hall meeting in Reno garnered coverage by three major local network affiliates KTVN, KOLO and
KRNV garnering at least 60,000 media impressions.
• Photos from Town Hall meetings in Reno and Oakland garnered an audience of 4,100 on Facebook.
Advance Public Policy
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Alzheimer’s Association International ConferenceOne of the key AAIC topics covered in media was a story about new Alzheimer’s drugs that are in the late stages of testing. This story ran in seven publications, including the Marin Independent Journal and the Monterey County Herald. In addition, CEO Bill Fisher was interviewed on KTVU about a study out of AAIC. This garnered at least 615,000 media impressions. Facebook, twitter and blog updates about the event garnered multiple likes, shares and retweets for an estimated audience of 10,000+.
Accelerate Research
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Research resonates with our audienceOne of the most popular sections of alzheimersblog.org focuses on research updates. Articles on coconut oil, a chemical used in microwave popcorn and one woman’s story about why she participates in clinical trials garnered hundreds of visits and dozens of comments.
On Facebook and twitter, research-related content also remains popular, including an Alzheimer’s research timeline and information on Alzheimer’s Association Clinical TrialMatch.
Accelerate Research
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Walk to End Alzheimer’s Earned Media
The story of the Scholz family and their fight against Alzheimer’s was highlighted in the Santa Cruz Sentinel . The article was well received, prompting a follow up story about the family and inspiring one local reader to immediately donate $500 and another to raise $2,000+ for the Walk. Media impressions: 265,000.
Additional Walk coverage included at least 17 additional news stories which garnered at least 1 million media impressions.
Grow Revenue in Support of the Mission
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Walk to End Alzheimer’s AdsThis year’s Walk advertising campaign in the Bay Area, Sacramento, Fresno, Monterey/Santa Cruz and Reno markets garnered over 149 million media impressions. Local advertising included radio spots, online advertising, bus and train advertising, mall display advertising, street banners, newspaper and billboards.
Grow Revenue in Support of the Mission
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Walk to End Alzheimer’s Dominates our Digital Space! The Walk to End Alzheimer’s page on our web site received 67% more
visits in Q1 FY13 than in Q1 FY12. This is mostly due to the implementation of a new Google AdWords campaign.
We produced and edited 13 Walk to End Alzheimer’s Thank You videos, which garnered 300 views on youtube.
We saw about 300 new likes on our Facebook page due to Walk conversion in Q1.
Grow Revenue in Support of the Mission
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Slow Food Fundraiser Flyer
Walk looked good!Collateral fulfilled included 14 Walk program guides, 14 sponsor banners, 30+ event signs, several fundraiser flyers and photos and video recorded and posted at Walk to End Alzheimer’s in Redding, Santa Cruz and San Francisco.
Grow Revenue in Support of the Mission
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Strategic Plan Metrics
Media Impressions
FY13 Q1 media impressions: 159,450,758, 86% higher than FY12 Q1 media Impressions
Increase is largely due to a larger advertising budget and diversity in outdoor advertising vs. cable tv advertising
We are about 30% lower in earned media, mostly due to less coverage of the Alzheimer’s Association International Conference (40 articles in FY12 vs 10 articles in FY13)
Website Visits FY13 Q1 Web site visits: 29,284, 32% higher than FY12 Q1 Web site visits
Visits are up overall due to new strategies with search engine optimization/search engine marketing and use of a google adwords grant
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Social Media Metrics
FY13 Q1 Facebook Likes: 2,196, 554% higher than FY12 Q1 Facebook likes Increase is due to organic growth, conversation of Walk pages
and a Facebook ad campaign, which garnered 1,000+ likes in September
Youtube
FY13 Q1 video views: 2,951, 250% higher than FY12 Q1 video views
Increase is due to more content and increase social media audience
FY13 Q1 new followers: 197 [out of more than 2,000 followers total], FY12 Q1 data not available Activity includes 444 retweets and 861 clicks on content within
our messages
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Other Communications Metrics
Alzheimersblog.org
FY13 Q1 visits to alzheimersblog.org: 28,126, 670% higher than FY12 Q1 visits
Collateral
FY13 Q1 collateral requests: 100 requests completed, produced 14 videos and took photos at 5 events