north country health compass partners committee meeting · •location based mobile advertising...
TRANSCRIPT
North Country Health Compass Partners Committee Meeting
January 24, 2017
Compass Website Updates
Website Updates: Year-In-Review
2014 2015 2016
Watertown Watertown Watertown
Plattsburg New York New York
Berkeley Syracuse Albany
New York Plattsburg Plattsburg
San Francisco Albany Fort Drum
Syracuse Ogdensburg Lowville
Fort Drum Fort Drum Carthage
Oakland Utica Syracuse
Austin Carthage Utica
Albany Clayton Alexandria Bay
Yearly Review
2014 2015 2016
Total Users * 8,902 25,713 23,025
New Users 5,163 17,459 13,723
Single-page visits 59.34% 61.65% 67.74%
Website Updates: Channels
2014 2015 2016
Referral 61% 81% 88%
Direct 21% 11% 7%
Organic Search 17.5% 7.5% 5.5%
Social 0.5% 0.5% 0.5%
Presentations
Recent (since December 6)
Jefferson Leadership Institute (JLI) Healthcare Day (January 13)
Snapshot of Community Health
Social Determinants of Health: A Community Issue
Project Updates: Presentations
Geo-Fencing OverviewPat Fontana
INCREASING AWARENESS THROUGH
TARGETED MOBILE DISPLAY
2012 Obama CampaignJim Messina – Barack Obama’s 2012 Campaign Manager
2016 Trump CampaignJared Kushner– Donald Trump’s 2016 Campaign Manager
Fort Drum Regional Health Planning OrganizationHealth IT Training Promotion
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5
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30
TV/Radio/Paper Digital Word of Mouth
Media
REACHING YOUR AUDIENCE USINGTargeted Mobile Display
• Location based mobile advertising using geo-fencingtechnology and mobile banner ads.
AD
Geo-Fencing vs. Geo-Targeting
Geo Fencing
• Designated area (or fence) to target communication
• Uses GPS, IP Addresses, Cell Tower Triangulation
• Users within the fence receive message (while using an app or browsing the web)
Geo Targeting
• Uses geo-fencing technology
• Greater level of targeting
• Incorporates additional criteria (behaviors, interests, demographics, etc.)
Geo-Fencing vs. Geo-Targeting
Demographic & Interest Targeting:
We can focus on apps and sites typically known to be used by a particular demographic.
We can focus in on a targeted audience, at a targeted place and time.
• Entities are paid to accommodate advertisements on their websites (or apps).• We can pay to advertise with them on their site through an advertising service
• Google AdWords, DoubleClick, etc.
HOW IT WORKS
To target our audience we• designate a location (geo-fence) to display our ads.• designate the web categories (sports, job seeking, health, news, weather, etc.).• designate user demographics.• designate certain days and times to advertise.
HOW IT WORKS
A user who is within our geo-fence, on one of our designated apps, at our designated time, has a very good chance of seeing our message.
HOW IT WORKS
Watertown Carthage
Reduce ad waste.
Ad 3
Ad 2
Ad 1
Ad 1
Post different messages in different counties: Jefferson, Lewis and St. Lawrence Counties.
Demographic Targeting & Personalization
Suppose we want to reach out to:• Males• Ages 39 – 65• Located in Jefferson, Lewis, or St. Lawrence County• Visiting job search sites, firearms sites, and dating sites• Between 11:00 p.m. – 3:00 a.m.
Demographic Targeting & Personalization
NEED HELP? CLICK HERE.
Male, St. Lawrence County, age 47, FindAJob.com, 2:00 a.m.
Male, St. Lawrence County, age 11, TicketMaster.com, 6:00 p.m.
Ad
Find A Job
No Ad
ConcertTickets
Suppose we want to reach out to:• Males• Ages 39 – 65• Located in Jefferson, Lewis, or St. Lawrence County• Visiting job search sites, firearms sites, and dating sites• Between 11:00 p.m. – 3:00 a.m.
Lowville Weather
Geo-Targeting
1. Determine Target Group
a. At Risk Individuals (rural, middle-aged, men)
b. Loved Ones in a position to help but don’t know where to turn
c. Loved Ones looking for additional resources
2. Designated regional landing page for ask-risk individuals and loved-ones
3. Banner linked to landing page
4. Determine roll-out date and length of ad campaign
5. Monitor and review results
6. Analyze and evaluate
North Country Vitals UpdateEli Anderson
Regional Community Health One-Pager
Kevin Contino
See Content One-Pager
See DRAFT Document
Review
Successes
Challenges
Next Steps
Open Discussion: Agency Updates
February 28th, 2017
1-3pm
FDRHPO
Next Meeting