Entertainment That Inspires Health
STARTING A (HEALTH) MOVEMENT v
I Plan To… 1. Tell You About Incite 2. Share Cause Marketing and Strategic Philanthropy Examples 3. Discuss the Importance of Developing and Executing a Thoughtful CSR or Community Impact Plan 4. Arm You With Ideas & Tools to Help You Start a Movement
Where Impact is Born Incubated within Emmis Communications, Incite is a marketing leader and community connector. We specialize in driving results for clients in the health, education, government & nonprofit sectors. We deliver cause and social impact messages through influential media and entertainment platforms.
Entertainment Inspires We believe: in meeting and reaching people where • they are that entertainment platforms create • inspiring vehicles to engage people in impact efforts in creating marketing solutions that • connect people to resources that better lives that healthy businesses fuel healthy • communities
Because of our unique position within a media company, we are keenly aware of the issues affecting the lives of the communities we serve. As such, Incite’s strategic approach when crafting engaging cause and social marketing campaigns is: • LOCAL LEADS • INFLUENCERS INSPIRE • MULTIMEDIA MOTIVATES 6
(v.) A lot of work goes into building anything of great substance, and the process of creating, sharing and engaging consumers in your impact strategy is no different. Let Incite (n.) help you incite (v.) actions needed to drive business and social impact. We’ll make sure every brick falls into place with one or more of our services: C O N S U L T C R E AT E A C T I V A T E 7
I N C I T E H E A LT H E x p e r t i s e
Why Incite? Incite has nearly 15 years of experience developing and executing cause and social marketing campaigns for: • Hospitals / Healthcare Providers • Companies & Brands • Health Insurers v State & Local Departments of Health • The most powerful marketing campaigns deliver results beyond reach and frequency. Our clients engage Incite to help them drive positive health outcomes in at-risk populations and targeted communities across the country.
Inspiring Positive Health Our custom marketing and outreach campaigns include a mix of traditional media elements, digital, mobile and social media solutions, as well as grassroots & v event outreach designed to: • Deliver new customer / patient acquisition • Link people to testing / screening opportunities Improve company / brand perception • Drive employee recruitment & retention • Inspire individual and community health •
C A U S E M A R K E T I N G D o i n g We l l B y D o i n g G o o d
Cause Marketing Metrics Source: Cone 2015 Communications Global CSR Study
C A S E S T U D I E S C H A L L E N G E C A M P A I G N P A R T N E R S JIM BUTLER AUTO GROUP Ever day, more than 2,500 teens are involved in car accidents. Jim Butler Auto Group is passionate about TEEN SAFE DRIVING keeping St. Louis teens safe on the roads and wanted to arm teens and parents with the information they need to make safe driving decisions. S O L U T I O N • Jim Butler Auto Group invited parents and teens to talk about safe teen driving & to take the Jim Butler Teen Driving Pledge Online resource www.STLSafeDriver.com • • Those who took the pledge voted for their high school to receive $10,000 Promotion included targeted mobile & video ads, social • media, television & radio commercials, press releases, and letters & postcards to St. Louis high schools “We think it’s critically important for teenagers and their parents to have ongoing discussions about safe M E D I A R E S U L T driving and our Teen Safe Driving pledge is a useful tool to help parents set high standards for driving More than 100,000 people have taken the pledge • practices.” • 48 area high schools participated in the 2015 contest • Winning schools announced on KTVI’s Fox 2 Morning - BRAD SOWERS show J I M B U T L E R A U T O G R O U P
INDY HAS HEART • Campaign objectives: • Raise awareness of heart disease during Go Red month in February • Provide education & recommendations regarding risk factors for heart disease and stroke Align sponsoring organizations with the • AHA and Go Red For Women brands • Jenny Davis – Go Red For Women Director Heart Disease & Stroke Stats • Go Red for Women / Indy Has • Heart Partnership • Jenni Agramonte – Incite Indianapolis Director • Developing mutually beneficial partnerships • Roche Diagnostics, St. Vincent Heart Center & Subway
INDY HAS HEART
INDY HAS HEART Indy Has Heart is a four-week media and community engagement campaign that compliments the American Heart Association’s Go Red for Women initiative. The campaign includes: • 60-second commercials airing across WYXB, WLHK, WFNI and WIBC • Online impressions via display ads, social media posts, email inclusions and more • Digital and social media promotion Exposure at Red Dress Dash press event • Incorporation of influential Hoosiers in • heARTwork, vignettes and events. Full production and editing of all video, • digital and radio creative
C A S E S T U D I E S C H A L L E N G E C A M P A I G N AMERICAN HEART P A R T N E R S Roche Diagnostics, St. Vincent Heart Center of Indiana, and Subway wanted to expand their support of AHA via a consumer- facing platform. Their goals included: ASSOCIATION • engaging the community in heart healthy activities • raising awareness of the importance of preventing heart disease, the country's number one killer of women. INDY HAS HEART • linking people to heart-healthy living while growing their businesses S O L U T I O N Incite created the Indy Has Heart campaign to: • Educate Hoosiers on risk factors for heart disease & stroke • Provide recommendations to reduce heart disease risk • Accomplish the supporting partners’ business goals Influential Hoosiers including Paul George, Tamika Catchings, Ed Carpenter and Butler Blue II created pieces of "heARTwork" donated to the campaign. M E D I A The "heARTwork" was featured in the Indy Has Heart campaign promotional materials, building signage, greeting cards and as symbols representing the city's commitment to heart health. R E S U L T Over the past three years, Indy Has Heart's custom website engaged over 13,000 Hoosiers. In 2015, Incite's social media surrounding the campaign interacted with over 26,000 and the Red Dress Dash received earned media from 4 local outlets!
S T R AT E G I C P H I L A N T H R O P Y I n v e s t m e n t s Yi e l d I m p a c t
C A S E S T U D I E S C H A L L E N G E C A M P A I G N P A R T N E R S SMALL CHANGES The City of St. Louis Department of Health needed to motivate St. Louis residents, employees, and visitors to increase their health and fitness levels through proper nutrition and FOR HEALTH exercise. S O L U T I O N Incite created Small Changes for Health (SCFH), a 10-week online behavior modification program for participants to enroll and receive weekly healthy living tips. By making a weekly small behavioral change, participants ultimately made one large change in their health and fitness levels over the course of the program. This year marked the 7th year of the Small Changes for Health Wellness program. R E S U L T Driven by radio and digital advertising reaching over 2.2 million people, the SCFH platform changed the perception and activities of those engaged. Based on the post-test results: • 62% of participants reported themselves as being “active” “I am so excited to participate in the 2016 Small Changes for Health program. I have been or “very active” compared to 44% in the pre-test. participating over the last few years and have • Those who classified themselves as somewhat or not active incorporated several changes in my life. I have decreased from 56% to 38%. become healthier each year and enjoy new tips .” • 100% of participants reported they felt confident in their knowledge about physical activity and nutrition to make - S M A L L C H A N G E S P A R T I C I P A N T lifestyle changes
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