Public Education Campaign Fall 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? Voters 22% 14% 12% 11% 7% 6% 6% 6% Leaders 23% 13% 8% 5% 5% 6% 8% 8% Global commerce/business, developing business and partnerships throughout the world, worldwide commerce Trade, international trade, trade partnerships with other nations Helping poor, underdeveloped countries’ economy, helping third-world countries become self-sufficient Investing, creating economic growth, developing new markets Making 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 economies Developing products for global use Improving living standards throughout the world
Business/community leaders Voters Creating Jobs Seen Most Important Benefit Of Robust GD Sector % selecting each among the three most important benefits of a robust GD sector in Washington State Single mostimportantbenefit 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 41%40% 20%15% 17%19% 7%9% 8%10% 5%6% 2%1% (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 • Online Video • “Did You Know” GlobalWA Facts • Earned Media • Insert: New York Times • Reaches 25K people. • 6 Members Profiled • Insert: Wall Street Journal • Reaches 20K people. • 6 Members Profiled 11.1.11 Global Action Day • NPR Radio Spots • KUOW & KPLU • 6 Members: Personalized Spots • Mayoral Proclamation • Governor Proclamation • Website landing page • w/ video, info and • actions • Action steps • Social Networks • Activation • Messages • WA State Ferries • Posters • Digital Ad • Online Banner Ads • ¾ Page Print Ad • PS Business Journal • 100 Fastest Growing Companies • Alaska Airlines Mag • Articles • 1/6 pg ads
Digital advertising results top-line 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.
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 October increase of approx 1,200 visits
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
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