Public Education CampaignFall 2011
Summary: Polling Research
• “Global development” is seen as important, but many see the term through a commerce lens.
• There is strong interest in/support for global development, including many who say they’ve donated to the cause.
• The Gates Foundation dominates the sector, in terms of both awareness and perceived impact.
• Top messages promote the sector’s ability to create (good) jobs and strengthen education.
• People in Seattle take pride in the strong international programs at local universities and strongly support a K-12 international education system.
• They see a role for state leaders in promoting global development and fighting federal cuts.
Many See Global Development Through a “Commerce” Lens “Global development” can mean many things for both voters and business
and community leaders. Many define it as global commerce and international trade; assisting
developing countries also receives mention, but to a lesser degree.
What does the phrase “global development” mean to you?
Global commerce/business, developing business and partnerships throughout the world, worldwide commerceTrade, international trade, trade partnerships with other nations
Helping poor, underdeveloped countries’ economy, helping third-world countries become self-sufficientInvesting, creating economic growth, developing new marketsMaking the world a better place, improving/developing good relationships with other nations, trust with countries Creating a world economy. Involving entire world in economic process, connectives of world economiesDeveloping products for global useImproving living standards throughout the world
Voters22%
14%
12%
11%7%
6%
6%6%
Leaders23%
13%
8%
5%5%
6%
8%8%
Creating Jobs Seen Most Important Benefit Of Robust GD Sector
32%24%
32%28%
46%33%
35%41%
43%43%42%
51%61%
80%Creating jobs
Strengthening K-12 & higher education
Strengthen WA involvement in
global issues/markets
Attracting capital investment
Fostering innovation
Improving state’s intellectual capital
Attracting high-quality employees
% selecting each among the three most important benefits of a robust GD sector in Washington State
Voters Business/community leaders
41%40%20%15%17%19%7%9%8%
10%5%6%2%1%
Single mostimportant
benefit
(particularly important to K-12 parents and independents)
Public Education Campaign
Objectives:
• Raise the awareness, understanding and importance of the GD sector in WA state to drive philanthropy and involvement (75%)
• Position GW as the go-to organization & a reliable source of information on; stress importance of donating, getting involved in the sector (25%)
Audiences:
• Engaged public and donor community
• Members
• Small and medium sized businesses in global development
• Academia
• Policymakers, specifically those who represent Washington State at the national level (USAID)
Main thought:
• Global development = economic development, reduced disease, educated global citizens; join Global WA in being part of the solution
• Global development improves economic conditions both at home and abroad. In Washington State, global development creates jobs, spurs innovative new businesses, and attracts top employees from around the country and around the world.
Global Washington Public Education Campaign // Fall 2011
11.1.11 Global Action Day
• Mayoral Proclamation• Governor Proclamation• Website landing page w/ video, info and actions• Action steps
Insert: New York Times
Reaches 25K people.
6 Members Profiled
Online Video“Did You Know” GlobalWA Facts
Insert: Wall Street JournalReaches 20K
people.6 Members
Profiled
NPR Radio Spots
KUOW & KPLU 6 Members: Personalized
Spots
Social Networks • Activation• Messages
Online Banner Ads
Alaska Airlines Mag• Articles• 1/6 pg ads
¾ Page Print AdPS Business
Journal 100 Fastest Growing
Companies
WA State Ferries
• Posters• Digital Ad
Earned Media
Alaska Airlines In-Flight Magazine PSA
NY Times/WSJ newspaper insert
Puget Sound Business Journal – ¾ page ad
DIGITAL BANNER ADS – Google / Facebook / KPLU / Seattle Biz Mag /etc
DIGITAL BANNER ADS – LinkedIN / Facebook / KPLU / Seattle Biz Mag /etc
DIGITAL BANNER ADS – LinkedIN / Facebook / KPLU / Seattle Biz Mag /etc
Ferry Posters
Ferry Digital Ad
Paid Advertising
Media Reach/quantity Frequency Impressions
NYTimes 25,000 1 25000
KPLU 144,300 1.8 261,200
KUOW 374,800 3.4 1,275,500
Online NA NA 11,283,845
PSBJ 111,740 1 111740
WSJ Sea DMA 19,900 1 19,900
Alaska Air Magazine 951,000 2 1,902,000
Ferry 6K commute/day NA 1,082,000
Top Performers:• Facebook was the strongest and most cost efficient performer with over 10
million impressions (we only pay when someone clicks on the ad, so a lot of FREE awareness.)
• Google Display Banners was the second highest performer generating almost the same amount of clicks as Facebook but with 9% the amount of impressions
Others:• LinkedIn was unable to spend the budget and reach our audience• KPLU was expensive with small coverage.• TechFlash and Seattle Business Mag have failed to provide results in time.
Digital advertising results top-line
Digital Media Vehicle Publisher Budget Budget Spent Current Impressions Clicks CTR% CPC CPM Budget RemainingeNewsletter TechFlash newsletter 1,600$ 1,600.00$ #DIV/0! #DIV/0! -$ eNewsletter Seattle Business Magazine 800$ 800.00$ #DIV/0! #DIV/0! -$ Banner Advertising KPLU.org 600$ 600.00$ 3,317 4 0.12% 150.00$ 180.89$ -$ Banner Advertising Google Display Banners 2,000$ 2,710.92$ 913,296 1,376 0.15% 1.97$ 2.97$ (710.92)$ Social Media Advertising Facebook 3,000$ 3,000.00$ 10,143,258 1,885 0.02% 1.59$ 0.30$ -$ Social Media Advertising LinkedIn 2,000$ 151.25$ 227,291 37 0.02% 4.09$ 0.67$ 1,848.75$ Total: 10,000$ 8,862.17$ 11,283,845 3298 0.03% 3.03$ 0.89$ 1,137.83$
Facebook results
10,143,258 Impressions 1,885 clicks .019% Click Through Rate (Facebook Industry Standard is .02%) Spent: $3,000. Reached 594,854 people Recommendation: use to maintain conversation and in next campaign
Google display network results
913,296 Impressions 1,376 clicks .015% Click Through Rate Spent : $2,710.92 (an additional $710.92 than what was budgeted).
Transferred funds from LinkedIn, since Google Display was performing better Use in next campaign
ANALYTICS: www.globalwaday.org
ANALYTICS: www.globalwaday.org
ANALYTICS: www.globalwaday.org
ANALYTICS: www.globalwaday.org
October increase ofapprox 1,200 visits
ANALYTICS: www.globalwaday.org
Member Page Visits 10/15 – 11/2
Global Partnerships 335
All As One 300
Landesa 197
PATH 179
Mercy Corps 159
World Vision 159
Social Media: Twitter
Social Media
• Total people reached for Global Action Day = 494,731
• Total people reached for the conference = 447,723
• People reached via posts = 265,514• People reached via ads = 530,000 • Most notable postings on Twitter and Facebook: • Jeff Raikes• Jim McDermott• Gates Foundation• Petra Nemcova• Save the Children• USGLC Many members participated thru social networking
Earned Media
Reporter, Outlet Coverage
Tom Paulson, Humanosphere Oct. 31 - blog post on WA's standing as a global leader
Valerie Bauman, PSBJ Oct. 31 & Nov. 1-tweeting from conference with #globalwa
Oct. 28 - Q&A with Bookda
Oct. 7-article on employment in global development sector
KCPQ, Fox 13 Oct. 31 - aired a VO/SOT on the 5pm newscast Monday
Leela Stake, Shared PurposeOct. 28 - blog post about WA as the hub of global development innovation
Jenny, Northwest Language Academy Oct. 28 - blog post about Global Action Day
Akhtar Badshah, Huffington Post Oct. 26-WA's standing as global development leader & GAD
Tim Hanstad, Huffington Post Oct. 27 - blog post on WA state as an exporter of hope
Joseph Phillips, Seattle U Deans' Blog Oct. 26 - blog post about GAD
Microsoft Citizenship Blog Oct. 31 - blog post on the annual conference
Michael McCarthy, My Local Health Guide Oct. 28 - posted the GAD video on their website
Dean, Albers Seattle U. blog Nov 1 - blog post
Jennifer Schaefer, Alaska Airlines October issue
New Identity
• Roll-out of identity in process
Conclusions
• Launched the first campaign to highlight global development and its importance in WA state
• Created a buzz among influentials citing the positive reactions to the campaign
• Put a stake in the ground to begin the conversation among broad audiences; elevated the profile of Global WA’s brand and those of its members
• Secured new champions to promote WA’s global development sector• Established a possible vehicle/hook in Global Action Day as a way to
continue to talk about the importance of the sector in subsequent years and engage members as well other affinity groups
• Created a platform of creative and communications materials for members and Global WA to use going forward
• 5,000+ people engaged with website within a three-week period to learn more and take action
• Reached approximately 2 – 3 million people through paid and earned efforts
Next steps
• Continue to leverage initial public opinion research• Meet with members to discuss 2012 campaign; develop budget and plan
for next 12 months• Identify potential champions/media sponsors/new partners and audiences• Keep conversation going on Facebook