3. DIGITAL
RESULTS
Overall Metrics
June 2018 – July 2019
2,051,553 Clicks/Views
# of times a user clicked or viewed a FHNKY digital ad
33,380,385 Impressions
# of times a FHNKY advertisement rendered on a user's screen
862 Form Fills
# of times that the main FHNKY website form was completed by a user from a digital ad
214 Phone Calls
# of times someone called the help line from a digital ad
93 Text Messages
# of times someone texted the help line from a digital ad
17. OVERVIEW
Campaign Objectives
• Continue increasing awareness of
FindHelpNowKY.org as a valuable resource
to quickly locate treatment facilities with
openings
• Drive website traffic and use of
FindHelpNowKY.org by primary and
secondary audiences searching for SUD
treatment facilities
18. OVERVIEW
Target Audience
Primary Audience
• Healthcare providers/professionals, law
enforcement, public safety, educational and
public service organizations
Secondary Audience
• Family and friends of individuals with
substance use disorders
o Individuals suffering from substance
use disorders
19. OVERVIEW
Campaign Strategies
• Communicate the purpose and value of
FindHelpNowKY.org to both target audiences
• Narrow marketing efforts to outlets that are
most likely to reach the target audiences on
a consistent basis during the course of the
campaign
21. Search Engine Marketing
2018-2019
• Strong phone call performance across
Google, Yahoo! and Bing
2019-2020
• Finalize LegitScript application so we can
grow presence on Google
TACTICS
22. Text Messaging
2018-2019
• Engagement continues to grow
2019-2020
• Continue to keep keyword live for anyone
who has access to marketing collateral
TACTICS
23. Display & Video
2018-2019
• Strong brand awareness tactics
• Retargeting did not move the needle
2019-2020
• Continue to monitor geofencing of facilities
and online radio. Make adjustments, as
needed
• Remove retargeting from media mix
TACTICS
24. Social Media
2018-2019
• A lot of engagement from men and 65+,
but few actionable results
2019-2020
• Focus more of the targeting on women
and audiences between 18-50
• Add LinkedIn as a way to specifically
target individuals that are part of the
primary target audience
TACTICS
25. Creative Updates
• Refresh all digital ads with new copy and
images
• Create two sets of display ads for each
target audience
o Current display ads are primarily
geared toward the secondary
audience
TACTICS
27. BUDGET
Time Frame: Sept. 2019 – Aug. 2020
Digital Media
Search Engine Marketing $28,942
Text Messaging $2,808
Display & Video $24,000
Social Media $36,000
Total $91,750
Agency Fees
Print Reserve $15,000
Creative Updates $3,170
Agency Services $15,080
Total $33,250
Grand Total $125,000
