1. Tobacco Control in an Online World October 26, 2007

2. Introductions Marietta Dreher - ClearWay Minnesota Rich McCracken - Clarity Coverdale Fury Lys Severtson - Healthways QuitNet

3. What we’ll cover today Online Advertising 101 Three principles for success Case study: Secondhand smoke Case study: QUITPLAN Services World premiere – new QUITPLAN Services TV

4. ONLINE ADVERTISING 101

5. 1994Banner Advertising 2000 2002 2004 2006 A snapshot look at a short history:

6. Banner advertising

7. 1994 2000E-mail Marketing 2002 2004 2006 A snapshot look at a short history: Banner Advertising

8. E-mail marketing

9. 1994 2000 2002Paid Search 2004 2006 A snapshot look at a short history: E-mail Marketing Banner Advertising

10. Paid search

11. 1994 2000 2002Paid Search 2004Blogs 2006 A snapshot look at a short history: E-mail Marketing Banner Advertising

12. Blogs

13. 1994 2000 2002Paid Search 2004Blogs 2006Video A snapshot look at a short history: E-mail Marketing Banner Advertising

14. Video

15. Why is the online world changing? Content ConsumersAdvertisers Technology

16. Online is becoming more credible Source: Forrester. “US Online Marketing Forcast,” 2005 “In the next three years, do you think the following will be less effective, about the same, or more effective?”

17. Use of internet stacks up Source: Forrester “In a typical week, how many hours do you spend doing each of the following?”

18. U.S. smokers - use of online 40% go online every day 58% have online access at home Source: MRI, Spring 2007

19. U.S. smokers - most common content 1.Chat room 2.Current news 3.Games 4.Search for employment 5.Sports Source: MRI, Spring 2007

20. More are looking for services online: 20069% 20047% Percent of U.S. online users who look for help to quit smoking on the web Source: PEW, 2006

21. Heading into “Web 3.0”

22. Specific growth areas –Video –User generated content –Social networking

23. THREE PRINCIPLES FOR SUCCESS

24. Three Principles To Success 1.Be consistent across all your vehicles 2.Know your audience 3.Use Paid Search

25. Online is only one touchpoint Use consistent visuals and messages 1. Be consistent across tactics

27. 2. Know your audience

28. Online is getting more fragmented Segment your audience Understand media habits

29. 3. Use paid search Avoid “marketing interruptus” It’s how people find you offline Use the language of your audience

30. 3. Use paid search

31. Keyword exploration Google, then Yahoo Easy to geo-target

32. CASE STUDY: SECONDHAND SMOKE CAMPAIGN

33. Secondhand Smoke Campaign Strategy: De-normalize secondhand smoke

34. Secondhand Smoke Campaign Challenge current attitudes Consistent theme

35. Secondhand Smoke Campaign

37. Television

38. Secondhand Smoke Campaign Bus Sides

39. Secondhand Smoke Campaign Magazine and Newspaper

40. Secondhand Smoke Campaign Magazine and Newspaper

41. Secondhand Smoke Campaign Magazine and Newspaper

42. Secondhand Smoke Campaign

43. Paid Search

44. Secondhand Smoke Campaign Banner Ad

45. Secondhand Smoke Campaign Website

46. Secondhand Smoke Campaign Website

47. Campaign Measurement

48. Two levels of tracking Online Impact Where coming from Which creative viewed Number of visits Time spent at site Page view breakdown Holistic Picture Other paid media Public relations Publicity Outside influences

49. Tracking website visits Source: Urchin Tracking Service (January - April 2007)

50. Tracking success of various sites Source: Urchin Tracking Service (February - May 2007) 3,744 clicks 3,208 clicks 3,064 clicks 1,452 clicks

51. Tracking success of specific creative Source: Urchin Tracking Service (February - May 2007) 3,339 clicks Execution A 2,152 clicks Execution B

52. Secondhand Smoke Campaign

53. CASE STUDY: QUITPLAN SERVICES

54. QUITPLAN Services Campaign Strategy: “How to quit” Focused on the benefit of: HELP

55. QUITPLAN Services Campaign

57. “Bobs” Radio

58. QUITPLAN Services Campaign Metrodome Video

59. QUITPLAN Services Campaign Direct Mail

60. QUITPLAN Services Campaign Events

61. QUITPLAN Services Campaign Billboard

62. QUITPLAN Services Campaign Paid Search

63. QUITPLAN Services Campaign Banner Ads

64. QUITPLAN Services’ “landing” page

65. More details on online advertising One element in a successful campaign A good way to test concepts Can work with a very small budget Must have a web site

66. Paid Search Choose key words Set target geographic area Pay per click

67. Banner Ads Create an ad Choose sites to run ads Set geographic area target Pay by CPM (Cost per thousand views of the ad)

68. Must have a website Use your current website that lists your services Can create a simple website for free through Google or other free software

69. Campaign Measurement QUITPLAN Services paid search July 1, 2006-June 30, 2007 Budget quitplan.com registrants Referrals to quitline $ 12,000 1,100 700

70. Campaign Measurement QUITPLAN banner ads July 1, 2006-June 30, 2007 Budget Quitplan.com registrants Referrals to quitline $ 130,000 650 550

71. Who is reached by ads? July 1, 2006-June 30, 2007 quitplan.com Reactive Registrants (from Ads) Proactive Registrants (not linked to ads) Total Population1,7405,715 Male35%37% 24 and under12%13% 45 and over30% some college or less64%60% Minority (non-white)9%6% Not yet quit88%82%

72. Even $5,000 can get you something $4K-$9K can buy paid search ads in most states for Sept-June time period Sites have $5K-$25K min spends for banner ads – pool money with others

73. QUITPLAN Services Campaign

74. SUMMARY

75. Case Studies: Key learning Determine goals - then track against that Offline + Online = greater impact Ability to hold online media outlets accountable

76. Track everything - real time Understand impact on various levels –Performance by website –Performance by creative execution –Cost per click Ability to adjust plan based on recent performance

77. The Three Principles Consistency across marketing tactics Know your audience Use Paid Search

78. Helpful resources clickz.com imediaconnection.com marketingsherpa.com

79. Q&A

80. QUITPLAN Services - New TV