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January 2018 Marketing Board Report FINAL

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January 2018 Marketing Board Report FINAL Marketing and Outreach Update January 11, 2018 Open Enrollment – Advertising Summary (10/23/17 – 12/15/17) TV • Southern Nevada Ø Reached 89% of the viewing audience with a 18x frequency, delivering 20,260,209 impressions (total number of views) • Northern Nevada Ø Reached approximately 89% of the viewing audience with a 13x frequency, delivering 4,174,033 impressions (total number of views) (Nearly 3x the impact of the off-season campaign) Outdoor • Southern Nevada Ø 26,384,088 impressions (total number of views) • Northern Nevada Ø 13,821,756 impressions (total number of views) Radio • Southern Nevada Ø Reached 95% of the listening audience with a 12x frequency, delivering 16,861,200 impressions (total number of listens) • Northern Nevada Ø Reached 73% of the listening audience with a 18x frequency, delivering 6,380,200 impressions (total number of listens) Page 1 Open Enrollment – Advertising Summary (10/23/17 – 12/15/17) Cinema (trailer advertising) • Las Vegas Ø 12 theaters, 174 screens Ø 38,367 spots aired on theater screens, 25,520 aired on lobby screens ~ 1,557,104 impressions • Reno Ø 3 theaters, 44 screens Ø 9,702 spots aired on theater screens, 5,880 aired on lobby screens ~ 444,798 impressions Print (newspaper and magazine) • Southern Nevada (3 issues each) Ø El Mundo, El Tiempo, Black Image, Las Vegas Weekly, Vegas Voice • Northern Nevada (3 issues each) Ø Ahora, La Voz, Reno News & Review, Senior Spectrum, First Nations Focus Transit (Bus) • Las Vegas Ø 20 King side bus panels, 30 bus shelters, 50 interior bus cards ~ 29,120,000 est. impressions • Reno Ø 14 King/Queen side bus panels ~ 1,426,000 estimated impressions Page 2 Open Enrollment – Advertising Summary (10/23/17 – 12/15/17) Page 3 O/E ”Push” – Additional Marketing and Advertising Efforts (12/4/17 – 12/15/17) • DMV :30 sec. video loop running in 12 out of 18 locations throughout the state • Additional 15 sec. radio spots promoting final week of open enrollment (LV and Reno) • Radio DJ “How to Use Nevada Health Link/Enroll” partner video tutorial Ø Las Vegas: KKLZ, KOAS, KVGS, KOMP, KXPT Ø Reno: KDOT, KOZZ, KTHX, KBUL, KNEV, KKOH • UNLV Basketball 12/9, MGM Grand Garden arena – (1) :15 pre-game and (1) :15 half-time announcer message + logo/url and enrollment dates on scoreboard + Tweet on 12/14 • Update all digital boards with “Last week to enroll” message (statewide) • Additional 10 sec. traffic spots on TV promoting last week to enroll message • All print ads tagged with enrollment close-out details • Ongoing email campaign, including enrollment countdown clock • Social media push ad buys and Twitter conversation participation • Digital Last two-week push • Shareable Social Media content calendar (for stakeholder cross promotion) • Media advisories advertising Close Out & Holiday Health Fair event Ø Full Page PSA 12/8 Las Vegas Sun Page 4 Content Marketing Native and Suggested Article Content Placements Ø 60,782 clicks on article Ø 769.82% increase in web site visits from article (vs. last year) Facebook Campaign Ø 720,890 Nevadans reached Ø 442,170 Reactions, Likes, Comments, Shares, Video Views and Link Clicks Twitter Campaign Ø 257,806 video views ~ 47.60% ad view rate Page 5 Content Marketing Email Campaign Ø 6,432 website sessions Ø 2.11 minutes avg. time on site Conversion Banners Ø 2,679 clicks Retargeting Banners Ø 2,843 clicks Google Paid Search Ø 561,960 impressions Ø 37,110 clicks Ø 13,638 conversions Ø 3,249 Phone Calls Page 6 Content Marketing Digital Programmatic Video Ø 3,285,261 Video Impressions Ø 6,766 clicks Ø 69.14% Completion Rate YouTube- English Ø 423,069 video views Ø 1,850 clicks Ø 37.81% Video Completion Rate YouTube- Spanish Ø 339,023 video views Ø 2,131 clicks Ø 38.98% Video Completion Rate Pandora (supplemented radio efforts to provide excellent awareness) Ø 2,919,181 impressions Ø 2,538 clicks Page 7 Content Marketing 2016 to 2017 Analytic comparison of website traffic generated from online marketing. Email Marketing Success Story During the Open Enrollment campaign, organic email marketing efforts drove 6,432 people to NevadaHealthLink.com. This is unprecedented given that these individuals came specifically from blog content sent in each NHL newsletter. The visitors also spent an average of 2mins 11sec. on NevadaHealthLink.com, achieving an overall conversion rate of 21% (8.57% going to the pre screener page). Page 8 Outreach - Events • Total of 230 events attended for 2017 • 20 sponsored events including: Ø Opportunity Village HalloVeen and Magical Forest Ø UNLV Sports Marketing (Rebel Kids Club, Basketball/Football outreach, signage) Ø UNR Sports Marketing (Basketball/ Football outreach, signage) Ø Artown (A Tribe Called Red and Dia de Los Muertos concert sponsor) Page 9 Outreach – Stakeholders/Community Partners • 104 Stakeholders for 2017 including: Ø REACH (NHL participated in health and community fairs at the Mexican Consulate) Ø Nevada Minority Health & Equity Coalition Ø UNLV Health and Wellness Center Ø Children’s Advocacy Alliance Ø Curacao Ø Nevada Senior Coalition Ø UNR Student Outreach Clinic Ø HSN Ø NVPCA Ø ACRC Ø Care Ø OCHA Ø St. Rose Dignity Health Page 10 Outreach – Professional Organizations and Literature Distribution • Chamber/Organization Highlights Ø Las Vegas Metro Chamber of Commerce o Outreach at June’s Business Expo Ø Latin Chamber of Commerce o Newsletter sponsor o Presentation by Heather at Desayuno con Amigos o Attendance at multiple events Ø LAMBDA o Multiple opportunities for NHL giveaways, literature and introduction at monthly meetings Ø Women’s Chamber of Commerce o Heather was Keynote speaker at Sept. 8 Power Breakfast Series Ø Minority Health & Equity Coalition Leadership Development Seminar, Nov. 2 o Lunch sponsor and presentation by Heather Page 11 PR/Media Relations Open Enrollment Summary (November and December, 2017) November: 119 media stories Ø Total ad value $873,521.66 Ø Total PR value $2,620,564.97 December: 247 media stories Ø Total ad value: $995,466.07 Ø Total PR value: $2,986,398.20 December Interview Highlights: Heather Associated Press, 12/11 Las Vegas Review-Journal, 12/12 Las Vegas Review-Journal, 12/13 KLAS Las Vegas Now, 12/14 KTNV Morning Blend, 12/14 KLAS Ch. 8, 12/15 KVVU More Show, 12/15 NV Indy, 12/19 Las Vegas Sun, 12/20 Page 12 PR/Media Relations Open Enrollment Summary (November and December, 2017) December Interview Highlights: Janel Reno Insight, 12/5 Moms Every Day, 12/5 Beasley Radio, Talking Solutions, 12/6 KTVN Reno, 12/12 Enterprising People, 12/12 Las Vegas Sun, 12/13 KXNT Radio, 12/14 Fox 11 Reno, 12/15 KOLO ABC, 12/15 KTVN Ch. 2, 12/15 KRNV News 4, 12/15 Page 13 PR/Media Relations Open Enrollment Summary (November and December, 2017) Hispanic Media Coverage Television Ø Entravision “Despierta Las Vegas” Ø Telemundo KBLR “Dos Minutos” Ø Telemundo Las Vegas “Inscripciones a seguro de salud en Nevada rompen record” – 12/22/17 Ø Entravision News in LV and Reno Ø KINC-UNIVISION @ 6pm “Open Enrollment Event for Nevada Health Link” – 12/15/17 Ø KINC-UNIVISION, NOTICIAS “December 15 is the last day to enroll” – 12/13/17 Ø Noticias Univision Ren “Open Enrollment Event for Nevada Health Link” – 12/15/17 Radio Ø Entravision Radio KQRT 105.1 FM Ø Univision Radio KISF 103.5 FM Ø La Campesina Las Vegas Radio 96.7 FM Newspaper Ø El Tiempo - Nov. 1st Ø El Tiempo - Dec. 15th Ø El Tiempo - Dec. 27th Social Media Ø Lotus LV - Lotus Broadcasting Ø Radio Lazer Reno KSRN 107.7 FM Ø La Campesina Las Vegas Radio 96.7 FM Ø Salud America #SaludTuesday ( https: //twitter.com/saludamerica ) Page 14 O/E Kick-off and Close-out Events • Open Enrollment Kick-off Event – November 1st Ø Enrollment: (20) total at LV Event ~ (47) total at Reno Event • Open Enrollment Close-out Holiday Health Fair – December 15 Ø Enrollment: (74) total at LV Event ~ (132) total at Reno Event Page 15.
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