The Value of Multimedia Marketing Campaign in Addressing Social Isolation and Building Inclusive Age Friendly Communities - Presented by Haidong ...
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The Value of Multimedia Marketing Campaign
in Addressing Social Isolation and Building
Inclusive Age Friendly Communities.
Presented by
Haidong Liang, PhD
Interim Executive Director
• We are a nonprofit charitable organization that has been in existence since 1978. We celebrate 40 years of excellence this year. • In 2018 we recorded over 1,700 registered members.
Overview • PEGASIS Project • Westend Seniors Activity Centre’s Multimedia Campaign • Rationale • WSAC’s Learning Journey • Moving Forward – Turning Challenges into Opportunities
Seven local organizations are collaborating as part of the Pan-Edmonton Group Addressing Social Isolation of Seniors (PEGASIS) to support Edmonton seniors to reduce social isolation. By addressing a range of factors that may lead to social isolation, these organizations are connecting seniors to resources and supports:
PEGASIS: How can we help you? – A Marketing Campaign for Socially Isolated Seniors This project aims to decrease isolation of seniors by increasing awareness of seniors programs, services and support available through Seniors Centres such as Westend Seniors Activity Centre; and to increase seniors’ participation rates in activities thereby increasing their feelings of connectivity and value.
Aging Population
7
Aging Population in Canada
2011 Census
4.9 million (14.77%)
2021
Older Adults > Children
8
Aging Population in Canada
2016 Census 2016
5.9 million Older Adults > Children
9
Aging Population in Alberta & Edmonton
The population of seniors in Alberta continues to rise
faster than other age groups. As of April 2018, over
575,000 Albertans were over the age of 65. That number
is expected to double within the next 2 decades.
(Government of Alberta, 2018)
The population of seniors in Edmonton
continues to grow. The 2016 Census recorded
over 150,000 (13.9%) Edmontonians who
were over the age of 65 (Statistics Canada, 2016)
10Seniors feel:
≅
Poor Health Outcomes
Dr. WSACWhy Should We Reduce Social Isolation?
• According to a 2012
International Federation of
Aging Report commission by
Employment and Social
Development Canada, the
Number One emerging issue
facing seniors in Canada is
keeping older people socially
connected and active.Why Should We Reduce Social Isolation?
• The needs assessment
results indicated that
a greater number of
older adults are being
affected by social
isolation than
anticipated.Target Population
Homeless
Ethnic
Disability Minority/
Newcomer
Caregiver Low-IncomeTarget Population Life transition could be risk factors: losing a loved one, family members moving away, and loss of transportation, etc.
Raise Awareness
Lack of Awareness
Lack of awareness of or
access to community
services and programs is
one of the most common
risk factors.
• Seniors
• Services Providers
• Seniors’ Social Networks
including families,
friends, and caregivers.Awareness Campaign An awareness campaign is a powerful tool to dispel myths associated with aging and social isolation. It informs seniors of the services and programs available in the community. Media plays a key role in influencing the public’s perception of different generation and can be used to bring positive attention to socially isolated seniors.
Reactive vs Proactive
A “reactive” approach is
currently in place to
address the needs of
socially isolated seniors,
many of whom are not
identified or supported
until a crisis occurs
(National Seniors Council –
Report on the Social
Isolation of Seniors, 2014)Community Ambassadors & Gatekeepers Program
Ambassadors Gatekeepers
• Volunteers who build capacity • Members of the community
to serve seniors in their own including neighbours, friends,
communities, in their own family and front line service
languages, and does so where workers (e.g., bank tellers,
seniors live, worship, socialize, grocery store clerks,
and learn. pharmacists, postal workers,
etc.) who can identify signs of
potential isolation, abuse or
danger.Effective Communication Strategy
Steve SeagerOur Learning Journey
Preparation
Launch
Public Awareness Campaign Events
Multimedia Campaign
Digital Platform
Community ConnectorsPreparation
Learning • Request for Proposal – Find an independent media services agency to provide guidance. Add that to your budget. • Media Planning – determine the best combination of media vehicles to achieve your organization’s marketing campaign objectives. • Media Buying – managing the balance between obtaining the best deal possible while developing a strong relationship with suppliers ensuring exceptional long term rates and added value.
Learning
Marketing Agency – factors to consider before you hire a marketing
agency.
• Proposal in line with your RFP
• Clear process (Project Management Plan)
• Detailed Break down of the Budget
• Agency Profile and The Team
• References
• Relevant Experience – Current and Previous Clients – Sample Product
▫ Media Companies (e.g., TV, Radio, or Print) also provide marketing
solutions – maybe a cost effective option.Launch
Official Launch
2016 Older, Bolder, Better!™ 2016 November Birthday Party
Seniors Symposium and Tommy Banks played the Birthday song
Multicultural Seniors saying “Happy
Exhibition
Birthday” in different languages
Newspaper
Over 120 participants
Radio and TV
Postcards (Social Isolation Data &
Survey about Community Gatekeepers to
Community Connector)
exhibitors.Learning Soft Launch • We knew we will use OBB, the biggest annual event during Alberta Seniors Week to promote social inclusion in the future. Official Launch • Birthday Party is easy to organize, and we chose this event because birthdays can be lonely or a celebration when seniors connect with others. • Post Card may not be as effective as you believe and very expensive.
Public Awareness Campaign Events Older, Bolder, Better!™ Symposium & Exhibition
Public Awareness Campaign Events
Multimedia Campaign
December 2016 – August 2017
Four 15 Seconds TV Commercials
CTV Noon News Interviews
Four 30 Seconds Radio Commercials
Talk to the Expert on 630 CHED
Postcard & Brochure mail-out
+ Newspapers
Edmonton Journal Interviews
New Website: WeSeniors.caLearning
Learning
Media Planning
Focus Groups at WSAC and North West Edmonton Seniors Society
Awareness of Seniors Centres and programs/services
Understanding of Social Isolation
Preference of Commercial Theme: positive, negative, or educational.
• https://www.youtube.com/watch?v=_-NONQkgc-k Coke
• https://www.youtube.com/watch?v=9FXxSZEOPjE Heart and Stroke Research
• https://www.youtube.com/watch?v=Qo6QNU8kHxI Heart and Stroke Foundation
Most seniors participants chose positive theme.
Like the public, Marketing Agency have a very different perception about seniors
and seniors centres.Perception about Seniors
Decline
MemoryPerception about Seniors Limited Social Life
Perception about Seniors
Constant
Health
IssuesPerception about Seniors Not Tech Savvy
Perception about Seniors Centre
A
Seniors’
ResidencePerception about Seniors Centre
A
Nursing
HomePerception about Seniors Centre Activities
Seniors Centre
is
Different
Than You ThinkLearning Media Planning Chose only CTV to test the water for TV commercial. Chose only Corus Radio to test the water for Radio commercial. Chose Postmedia and Metro (Print) to reach as many 55+ as possible. Postcard and Brochure mail-out may not be as effective as you believe and they are very expensive. Need a new website to demonstrate what Connection Means.
Learning
Media Buying
TV: ask for (1) Prime Time schedule, (2) VIP
bonus commercial airtime in unsold inventory,
(3) Community Calendar sponsorship, (4) Talk
Show or Interview opportunities.
Radio: ask for (1) Prime Time schedule, (2)
Bonus airtime “Public Service Announcement
(PSA*)”, (3) Talk Show or interview
Number 1 Rule of
opportunities.
*PSA: In order to receive Public Service Announcement, the name of the Thumb: Tell them we are
organization (i.e., WSAC) must be displayed for a minimum of 5-6 seconds. NON-PROFIT organizations.
Print: always ask for bonus or package deal.Learning Media Analysis TV: Four 15 seconds commercials were constantly rotating to attract attention. They are too short but “frequency” was helpful to reinforce the impression. A common challenge for Multicultural, men and women of different age groups, TV, Radio, and Print media: variety of activities. Media Content Production is Radio: time consuming and their Talk Show were well-received. creative team may not Print: understand the seniors sector Many 55+ still read newspapers. and may not have a clear idea Stories rather than simple information were more about how to deliver an effective effective. message.
Learning Adjust CTV: Continued partnership. Proposed for a 30 seconds commercial. Corus Entertainment: Continued radio partnership. Used Global TV to explore new commercial ideas. Rogers Media: New Partnership to explore multicultural groups. Marketing Agency: Look for a second agency for digital campaign.
Multimedia Campaign
+ September 2017 – September 2018
Two 15 Seconds TV Commercials
One 30 Seconds TV Commercial
Brand Enrichment Opportunity
CTV Noon News Interviews
Created “Senior Centres, Friends for Life”
campaign message
Three 30 Seconds TV Commercials
+ One 4.5 minutes Feature Commercial
Four 30 Seconds Radio Commercials
Talk to the Expert on 630 CHED
Postcard & Brochure mail-out
+ Newspapers
Edmonton Examiner InterviewsMultimedia Campaign
September 2017 – September 2018
+
Omni TV: one 30 Seconds
Commercial in 9 languages.
World FM: 30 Seconds Commercial
in 10 languages.
Digital Campaign
Digital PlatformLearning
Media Analysis
TV
Three 30 Seconds TV Commercials were well-received.
First Cartoon Commercial was a big hit.
One 4.5 minutes Feature Commercial is now WSAC’s promotional video.
Ask for more footages to be taken for future usage (save production $$$).
Partnership is important: Drive Happiness & Edmonton Mennonite Centre
for Newcomers (save production $$$)
Message should focus on integration & inclusion.
Use one video for multiple purposes (cost effective)
Example: Using previous 15 seconds commercials to promote
PEGASIS partners and other senior centres.
Long Term Rates & Added Value: Brand Enrichment Commercials
Issues in Creating Commercials, especially cartoon commercials.Learning
Media Analysis
TV
VS
VSLearning
Adjust
TV, Radio, Print: Priority?????
Marketing Agency:
Look for a second agency for digital campaign.
Community Ambassadors & Gatekeepers Program
Are they sustainable?
SustainabilityDigital Platform
Learning Source: https://thinktv.ca/wp-content/uploads/2018/08/Power-of-Attention_NTL_ENG.pdf
Learning Source: https://thinktv.ca/wp-content/uploads/2018/08/Power-of-Attention_NTL_ENG.pdf
Learning Source: https://thinktv.ca/wp-content/uploads/2018/08/Power-of-Attention_NTL_ENG.pdf
Learning Source: https://thinktv.ca/wp-content/uploads/2018/08/Power-of-Attention_NTL_ENG.pdf
Learning Source: https://thinktv.ca/wp-content/uploads/2018/08/Power-of-Attention_NTL_ENG.pdf
Learning Media Analysis Digital is affordable & still effective ! What does CONNECTION mean? How do we create CONNECTION?
68
Learning
In June 2018, a Brand New Digital Platform was introduced to the Centre,
including brand new website, e-Newsletter, and Social Media.
We have updated information throughout the website to:
engage seniors not simply provide them with information,
create calls to action; and
make it more user-friendly.
Year to date website sessions are at 13,781 total.
We now have year over year comparison data and for August we are up 126% in additional
sessions/visits and up 53% in additional page views.
Organic website visitation is up 100% in August over last year.
Social media traffic is up 911% in August over last year.
Referral traffic is up 171% over last year.69
Learning
E-Newsletter is our ACE to
build connection with people
beyond just our members!
1st deployment to 155 subscribers
2nd deployment to 553 Subscribers
74% open rate vs Industry average 18.8%70 Learning Older adults, who are Facebook's fastest growing demographic, are joining the social network to stay connected and make new connections, just like college kids who joined the site more than a decade ago, according to Penn State researchers (2016).
71
Learning
Why do we choose this company?
Knowledgeable & Resourceful
Affordable & responsible
Offer ongoing support and training to enable staff and
volunteer to be independent rather than dependent.
(SUSTAINABILITY)
Received Google Grant which includes Google ads (up
to $333 a day ongoing)
Gmail for staff, Board members, and volunteers
Google Drive = Virtual Office, which allows share up to
date documents, share calendars, and collaborate as a
team on 1 document.Community Connectors
Modification
Individual community connectors are still important resources for
reaching out to isolated seniors. WSAC still keeps its Ambassador
Program.
WSAC realized the Community Ambassador and
Gatekeeper Program needed to be expanded in focus
to include other senior serving organizations
including non-profit and for-profit organizations
in promoting senior centres’ programs and services to
their particular clientele.Community Connectors Rationale
Community Connectors Rationale Establishing partnerships with Non- Profit organizations meets the funders’ expectation. Aging Population. For-Profit Organizations are profit- driven, but they also would like to have a positive community image. OBB every day! Establishing partnership with For-Profit organizations is a win-win.
Community Connectors
Non-Profit Partners
Winterburn
Golden Age ClubCommunity Connectors
For-Profit Organizations
Over 20 Seniors-Serving Businesses already became Friends of
WSAC – Business Community Connectors
Mainly recruited from Exhibitors at our OBB event.
We are not duplicating efforts of Home Help Support Program or
compiling another SAGE Directory.
Friends of WSAC are businesses vetted by
the Westend Seniors Activity Centre that are
dedicated to provide services to Edmonton’s
seniors. They belong to an elite networking
group focused on addressing the needs and
challenges seniors face in their daily lives.Community Connectors
Logic of this Business Community Connectors Program
Seniors
WSAC BusinessesCommunity Connectors Friends of WSAC – Business Community Connectors Business Engagement Plan Presentations OBB Symposium and Exhibition Sponsorship E-Newsletter & Print Newsletter Business Community Connectors e-Newsletter Business Community Connector School Digital Platform plays a crucial role in this Business Community Connectors Program.
Thank you!
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