Oct 10, 2016 Category: client

Alzheimer’s Association of Northern California

Situation:         This year’s campaign was focused on outreach and education about the Walk to End Alzheimer’s in the Northern California region. Our multi media campaign utilized TV, radio, outdoor and digital throughout Northern California.

Target:              Adults 18+ Primary, Women 25-54 Secondary

Flight:                June 2015 – October 2015

Market:            San Francisco, Sacramento, Fresno, San Jose

 

Objective:        The goal of this campaign is to reach those who have a likelihood to participate in the Walk and donate to the Walk to End Alzheimer’s based on their key target demographics of Adults 18+ and secondary target of Women 25-54.  The media campaign was designed to inform viewers about the upcoming Walks and how they can sign up and walk and or raise funds or donate to the Walk.

Tactics:             The campaign was focused on four major walk areas, while also including additional support for smaller area walks in the Northern California region.  In Sacramento, San Jose, Fresno and San Francisco markets we worked to get placement with radio, television, outdoor and digital for the Walk.

Media Solutions developed, and managed a media plan that was able to increase media impressions, year over year and reach a significantly higher number of viewers than the year prior.   

Our Media Magic: This campaign was able to deliver over 83% in added value across all mediums.  The added value was in the form of additional TV and radio commercials, production of radio spots, additional billboards, extra digital banners, additional markets where paid media buys were not placed we were able to secure radio campaigns in those markets to support the smaller market walks.   We also had on air coverage and radio emcee endorsements across all markets, radio remotes on the day of the walks and station promotions to encourage listeners to sign up to walk with the talent.

Results: In total year over year the Walk to End Alzheimer’s was able to increase their donations by 14% and increase Walk participants by 15% year over year.  The overall campaign delivered a total of 38,449,770 impressions and received over $288,125 dollars in added value.

Total Media Delivery Summary and Added Value:

Media Cost:                                     $239,551

Added Value (no cost)                $288,125

Total Value:                                     $527,676

Added Value Index:                    220%