What are our marketing goals?

• Recruit participants

• Develop partnerships

• Attract researchers

• Engage/retain participants

• Generate support

“Unless we as parents tell the researchers

what is specific to our child – how will they

know? They don’t live with the children,

they don’t see them everyday.”

Who are we targeting? Primary: • Individuals with an ASD • Legal guardians of individuals w/ an ASD • Research community

Secondary: • Extended family of an individual with an ASD • Caregivers of an individual with an ASD • Medical community • Educators

Tertiary: • Public policy makers • Public-at-large

Campaign Development

What are we saying?

We All Have Questions. Together We’ll Find Answers.

“If I Could Do One Thing”, IAN Parents Video

PSA/Ad Campaign

Collateral & Event Materials

Online Campaign

We All Have Questions. Together We’ll Find Answers.

What are we saying?

Campaign Development

How are we reaching them?

• Online Marketing

– Search Engine Marketing Google AdWords & Content Network Facebook Advertising

– Reciprocal Links

• Social/Viral Marketing – Social Networks – Video Sharing

• Partnership Marketing

• National Awareness Campaign – Television and radio PSAs – Autism Trade Advertising

• National PR/Media Relations

Event Participation

National PSA Campaign:

• Radio PSA has aired over 20,000 times, across 50 different markets • TV PSA has aired a total of 1,937 times

32,000,000+ Impressions

How are we reaching them?

How are they finding us?

Increased Online Engagement:

National Media Relations 103,837,892 impressions

How are they finding us?

Impact of Online Engagement:

• 37.2% referrals IAN from AS website

• 28.9% of traffic from AS homepage

• 8.2% of traffic is from AS subpages

Ongoing Promotion

on AS website

Online Pubs & Blogs

Email Marketing

Event participation

Viral & Social Marketing

Advertising& PSA Package

Partnership Marketing with Autism Speaks

How are they finding us?