campaign goal - amazon s3...november 2013 campaign goal raise awareness of and appreciation for the...
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Campaign Update
November 2013
Campaign Goal
Raise awareness of and appreciation for the
value professional managers bring to building
ethical, effective, and efficient local government
and communities we’re proud to call home.
How are we doing this?
• Consistent messaging
• Making resource materials available to
members, targeted audiences, and others
• Limited digital and print advertising
• Information-packed website showcasing
stories from members about successful
efforts in their community
• Outreach to state associations, members,
and the media
Key campaign elements
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Conference Activities
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Significant Life, Well Run presence at the conference where
we engaged with thousands of members:
• Posted Life, Well Run messages on clings throughout the
convention hall
• Exhibited at a Life, Well Run booth in the ICMA pavilion
• Shared Life, Well Run videos and 76 community success
stories gathered from ICMA members around the country
• Distributed Life, Well Run materials on more than 500 flash
drives and in print
• Gave away or sold materials co-branded with the 100th
Anniversary logo
• Hosted a Life, Well Run session attracting approximately 75
attendees
Ads
Life, Well Run Digital Ads
in Three Sizes
Digital Advertising
Arizona Florida Illinois Indiana Minnesota New Jersey North Carolina Texas Virginia Wisconsin
azcentral.com sun-sentinel.com chicagotribune.com wlfi.com bemidjipioneer.com nj.com charlotte.cbslocal.com dallasnews.com wtop.com greenbaypressgazette.com
flagscanner.com orlandosentinel.com wciu.com fox59.com duluthnewstribune.com dailyrecord.com northcarolina.scout.com chron.com whsv.com sheboyganpress.com
redrocknews.com baynews9.com arlingtoncardinal.com tmnews.com echopress.com mycentraljersey.com charlotteobserver.com mysanantonio.com suffolknewsherald.com fdlreporter.com
inmaricopa.com news-press.com chicagoradioandmedia.com tribtown.com faribault.com thedailyjournal.com gastongazette.com themonitor.com wavy.com wausaudailyherald.com
azfamily.com pnj.com ksdk.com wndu.com heavytable.com shorenewstoday.com shelbystar.com oaoa.com virginia.com superiortelegram.com
eastvalleytribune.com wftv.com daily-journal.com kokomotribune.com hometownsource.com courierpostonline.com heraldonline.com khou.com roanoke.com walworthcountytoday.com
azstarnet.com wesh.com herald-review.com articles.southbendtribune.com kaaltv.com nbc40.net starnewsonline.com kxan.com nvdaily.com gazettextra.com
yumasun.com firstcoastnews.com pekintimes.com nwitimes.com kstp.com njtoday.net newsobserver.com wfaa.com goskagit.com postcrescent.com
thedailycourier.com heraldtribune.com dailyregister.com indianasnewscenter.com lakeplace.com shorenewstoday.com citizen-times.com ketknbc.com newsplex.com wiscnews.com
lakepowellchronicle.com wpbf.com carmitimes.com nuvo.net minneapolis.about.com bergendispatch.com fayobserver.com beaumontenterprise.com dailypress.com stevenspointjournal.com
ky3.com articles.orlandosentinel.com edgevillebuzz.com whas11.com minneapolisrecruiter.com paramuspost.com wxii12.com dfw.cbslocal.com wusa9.com fox11online.com
westernjournalism.com palmbeachpost.com rockrivertimes.com indystar.com minnesotaindependent.com ahherald.com wral.com houston.cbslocal.com nbc29.com htrnews.com
deseretnews.com floridatoday.com olneydailymail.com pal-item.com msp.themlsonline.com oceancountysignal.com wilsontimes.com cleburnetimesreview.com washingtontimes.com thenorthwestern.com
wptv.com tbo.com bentoneveningnews.com heraldtimesonline.com northlandsnewscenter.com monroenews.com wwaytv3.com suddenlink.net wtkr.com wisn.com
flaglerlive.com nwitimes.com tribstar.com nujournal.com elizabethinsideout.tv digtriad.com lufkindailynews.com fredericksburg.com wsaw.com
nwfdailynews.com chicagobreakingnews.com jconline.com owatonna.com dailyjournal.net carynews.com kbtx.com wset.com nbc15.com
news4jax.com wlds.com thestarpress.com postbulletin.com sunne.ws newbernsj.com brownsvilleherald.com columbian.com channel3000.com
newsherald.com eastpeoriatimescourier.com wsbt.com sctimes.com literock969.com tarheeltimes.com wacotrib.com wdbj7.com weau.com
themeparkinsider.com suntimes.com southbendtribune.com startribune.com sootoday.com jdnews.com kwtx.com newsleader.com wisconsinrapidstribune.com
sunshinestatenews.com
wishtv.com twincities.metromix.com the-dispatch.com texarkanagazette.com dailyprogress.com badgerherald.com
floridatoday.com twincitiesgasprices.com blueridgenow.com kvue.com loudountimes.com cbs58.com
sfltimes.com virginiamn.com ktre.com newsadvance.com marshfieldnewsherald.com
actionnewsjax.com wcco.com valleycentral.com northernvatimes.com ironmountaindailynews.com
wctrib.com kltv.com bdtonline.com newrichmond-news.com
wdio.com wvec.com piercecountyherald.com
hudsonstarobserver.com
stillwatergazette.com
Search engines, Facebook, local editions of national publications, plus…
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Digital Advertising Results
Advertising on websites and search engines in 10
states
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Impressions Clicks CTR Avg. CPC
Cost
37,249,563 78,348 0.21%
$1.58
$123,637.80
The overall CTR is .21%, or nearly three times the industry benchmark of 0.05%-0.08%.
The campaigns targeted towards students are still performing with the strongest CTR overall at 0.39% or almost 5
times the industry benchmark, and drove 14,639 clicks. They also have the lowest CPC among all of the campaigns
at $0.88.
The elected officials campaigns drove 26,847 clicks at a CTR of 0.14% or nearly twice the industry benchmark of
0.05%-0.08%.
The campaigns targeted towards business leaders have generated 36,862 clicks at a CTR of 0.25%, or 3 times the
industry benchmark of 0.05%-0.08%.
Digital Report
LifeWellRun.org Website Traffic
• Total Web Visits in Q1: 54,392
• Average Web Visits Per Month: 18,131
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Web Traffic
Web Traffic
The Print Ad
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Locations and Appearances of Print Ads
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State Number of
Appearances First Time Appearing
Arizona
Arizona City & Town 2 January
Florida
Quality Cities 6 January/February
Illinois
Illinois Municipal Review 12 January
Indiana
ActionLines Magazine 6 January/February
Minnesota
Minnesota Cities Magazine 6 January/February
Minnesota Counties 6 November/December
New Jersey
New Jersey Municipalities 9 December
North Carolina
CountyLines 12 December
Texas
Texas Town & City 11 December
Virginia
Virginia Town & City 12 December
Wisconsin
The Municipality 12 December
Wisconsin Counties 12 December
Press Coverage
Press release sent out through Multi-Vu • 13,694 page views
• 40,326 online video views
• 110 file downloads
• picked up by 30 media outlets across 18 industry categories = 276
newspapers, blogs, television channels, and websites
• 21 tweets reaching approximately 23,195 followers
• Times Square presence
Date/Time:
09/09/2013 15:50
09/10/2013 09:18
09/11/2013 08:58
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Fundraising Report
• Conference
– At the Boston annual conference ICMA
raised $16,599 for Life, Well Run
• Life, Well Run
– As of September 30, 2013, Life, Well Run
has raised a total of $1,360,111.01.
– In Q1 FY14 Life, Well Run raised $89,240
(26% increase from Q1 FY13).
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What’s Next for Life, Well Run?
• Continue to place print and digital
advertising
• Develop national advertising options
• Prepare to display/present at additional
conferences
• Focus on working with you and with state
associations to use and share Life, Well Run
materials
• …and in January, a national television and
radio satellite media tour featuring ICMA
members Pat Martel and Scott Hancock
Campaign Resources
November 2013
Campaign Implementation
• Messaging which permeates all advertising
and materials
• Easy-to share and use materials
• Campaign website
• Involvement of the State associations
• You
Critical Components of the Campaign
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Messaging
• Choose the words
• Use them consistently across all platforms:
advertising, materials, speeches, website…
• Repeat them over and over again
• Get others to repeat them…over and over
again
• Create an increasing drum beat of messages
to accomplish our goal
Strategy
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The Words We Use
• “PROFESSIONAL local government
manager/management”
• “Effective, efficient, ethical”
• “Communities we’re proud to call home”
• “Partner”
• “Where government works”
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Campaign Brochures
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Brochures for Elected Officials and
Business and Civic Leaders
Brochures for High School and College
Educators and Students
Prezi – “Local Government 101” and
Teacher’s Companion
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Videos (15)
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A Career Choice to Make a Difference A Lovely Place to Call
Home - Professional Elected Officials and Professional Managers - A Mutual Interests -
Thinking Regionally; Acting Locally
*Customizable
*
*
Templates and Messaging Materials
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Get Involved!
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Creating Buzz through Social Media
Juniper Korkie, ICMA Director of Strategic Development and Digital Strategy
Why use Social Media?
• 47% of Americans Learn
About Causes through
Social Media & Online
Channels
• 70% Learn through
Traditional Media
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Source: Avectra
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Why Use Social Media
• Approximately 58 Million Americans Have “The
Social Habit” (use sites several times per day)
• 40% of Americans Exposed to “Tweets” from
Traditional Media
• Targets the #NextGen of Managers!
o Young users are more active and have larger networks.
• YouTube is more popular than cable television
Source: Social Media Today & The Social Habit
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Why Use Social Media
Storytelling Motivates Action!
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Source: Waggener Edstrom
Why Use Social Media
Platform Use for Professional Purposes Use for Personal Purposes
Facebook 20% 62%
Twitter 18% 20%
YouTube 31% 64%
LinkedIn 56% 20%
2013 ICMA Digital Use Survey
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80% of respondents reported a social media presence for their local government!
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Follow Us Today!
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Subscribe to our YouTube Channel!
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Follow us on Twitter!
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@lifewellrun
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Retweet LWR posts
Professional #localgov managers are bringing innovative change to
communities. Check out these @lifewellrun stories:
http://lifewellrun.org/#map
Check out how @lifewellrun is putting professional local government
management on the map http://lifewellrun.org/#map
What’s a professional local government manager? Find out here:
http://lifewellrun.org @lifewellrun
Learn how professional local government managers support elected officials
to move communities forward http://lifewellrun.org/professional-
managers/supporting-elected-officials/#.UoFBZeJcUj4 @lifewellrun
Sample Tweets You Can Post
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Tips on How to Use Twitter
Keep tweets to no more than 140 characters, including links.
Keep it conversational. Twitter is a great place to show your personality.
Provide a hyperlink back to Life, Well Run content.
Include the Life, Well Run handle, @lifewellrun, in your tweets.
Use hashtags to get your post greater visibility and leverage
conversations that are already happening. For example: #lifewellrun,
#localgov, #leadership, etc.
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Like Us on Facebook!
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Like, comment, or share LWR content with
supportive language 13
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A wonderful example of how professional local government
management makes good communities great.
http://www.youtube.com/watch?v=mU5CjYLydBU&feature=c4-
overview&list=UUVqjxjgDJnsuORiT-MDhUWg
Professional local government managers are bringing creative,
innovative change to communities. Check out some of these
@lifewellrun success stories http://lifewellrun.org/#map
Do you know how a city manager makes local government more
effective, efficient, and ethical? Learn more at http://lifewellrun.org.
Sample Facebook Posts
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Tips on How to Use Facebook
• Keep posts short, 300 characters or less.
• Be visual! Photos and videos garner more attention and
engagement.
• Calls-to-Action and questions increase the interaction from
users and also informs them what they can do next. Phrases
such as “Join us”, “Did you know” and “Learn more” work well.
• Be timely and respond promptly. Engage in conversation with
people who comment on your page.
Social Media Resources
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Click
here
Social Media Resources
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Social Media Messages and Tips for You Can Use
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www.LifeWellRun.org
Questions?
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