Raise awareness of allergies and asthma, and the benefits of seeing an allergist for diagnosis and treatment; Motivate allergy and asthma sufferers to.

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Presentation transcript:

Raise awareness of allergies and asthma, and the benefits of seeing an allergist for diagnosis and treatment; Motivate allergy and asthma sufferers to take action; and Differentiate allergists from other clinicians Campaign Goals

Metrics: Measuring Success Media relations results Campaign Website traffic Advertising spend and impressions Relief Team recruitment and engagement

Results: Media Reach and Awareness 1,742 articles: print, broadcast and online media More than in all of 2009 January to April 2010:

Results: Media Reach and Awareness 2010 placements four times 2009

Results: Media Reach and Awareness 2010 audience doubles 2009

Results: Media Reach and Awareness 99% mention ACAAI 85% mention allergists 61% quoted ACAAI spokesperson 69% included campaign website 92% included key campaign messages 96% resulted from specific campaign outreach Key campaign messages in 2010

Results: Media Reach and Awareness Local media coverage in all 50 states since campaign launch

Results: AllergyAndAsthma.org April Year Over Year Comparison AllergyAndAsthma.org

Results: AllergyAndAsthma.org Quality Visits: AllergyAndAsthma.org

Results: AllergyAndAsthma.org Unique Visitors: AllergyAndAsthma.org

Results: Website

Results: Ad Reach Total Advertising Spend

Results: Online Ad Reach

Results: Relief Team 1,440 members Web portal provides new level of support 262 members logged in 418 times during March and April

Results: Relief Team

Results: Campaign Extensions Integrated critical programs for ACAAI into Find an Allergist, Find Relief –Nationwide Asthma Screening Program 2009 –Blue Book –AANMA partnership

Moving Forward: July – Dec. 2010

Moving Forward: 2011 We suggest: –The Marketing Task Force (MTF) be integrated into the Public Relations (PR) Committee. –That current MTF members be asked to serve on the 2011 PR Co. to assure campaign consistency.