Community Campaign Project - Info Redacted

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New York University Stern School of Business *

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MISC

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Marketing

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Feb 20, 2024

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docx

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Community Campaign Digital Marketing Project Go-Live: August 20 th Stakeholders: Kevan Mabbutt, Clark Jensen, and Anne Robertson [REDACTED] Objective Engage consumers via TV and digital channels using eight stories which highlight Intermountain Healthcare’s commitment to our communities with the explicit purpose of improving consumer sentiment. Project Scope The initial go-live effort will market the following five stories:  Pediatrics at Primary Children’s Hospital  Story about a South Korean cured of Hepatitis C  Story about TeleHealth services treat a boy from Panguitch  Highlighting Intermountain’s Charity Care  Pediatrician Neil Davis on healthy choices for kids Three other stories will follow after go-live. These additional stories are not included in the scope of this work. Robust digital marketing efforts will be built around two high-value stories leveraging social, ads, and remarketing. An iterative approach will be taken to marketing the rest of the stories based on the success of the initial marketing efforts. Website design will take elements from existing marketing efforts (Sports/Ortho) and will leverage intermountainhealthcare.org’s current theme and branding. Marketing content and collateral will primarily be sourced from the agency and existing content. Anne’s team will write content for conversion pages on the website. Will create a 52-week email campaign around living well utilizing existing blog content.

Key Performance Indicators The marketing assumption is that consumers engaging in campaign content will have an improved opinion of Intermountain Healthcare. We are currently tracking five “engagement value” KPIs.  Video plays (% total play time)  Email campaign sign-up  Accessing related content (clicks on callouts)  Improving time on site (relative to overall .org – 1 minute, 20 seconds)  Reducing bounce rate (relative to overall .org – 59.7%) Marketing Strategy Create digital marketing assets which continue the stories advertised on TV and through digital marketing channels. The purpose is to expand the message by offering the full-length video spot, additional video, access to supporting content, and sign up to a healthy living email campaign. Robust digital marketing efforts (social, ads, remarketing) will be built for two high value stories. We will review the performance of digital marketing efforts every 2 weeks for tuning/adjusting and reporting. We will identify the strongest performing story as the next to be advertised on TV. Each conversion page will consist (at minimum) of 1-3 callouts to supporting content, the full- length video spot, and email campaign signup. We will create a 52-week living well email marketing campaign to continue engagement with our community and to support future marketing efforts. Targeted Conversion Rates These are the rates of conversion for each acquisition channel. Performance dropping below any of these rates will trigger a re-evaluation of marketing strategy.  Social: 5% engagement, 2% conversion  YouTube: 4% engagement, 0.5% conversion  Paid Ads: 5% click through rate, 2.35% conversion Targeting Information  Pediatrics at Primary Children’s Hospital o Audience segmentation  Intermountain Mom lookalike and affinity audiences  Targeting ages 20-45 with kids  Blanket Utah families o Acquisition channels  Facebook, YouTube, Google Ads

 Story about a South Korean cured of Hepatitis C o Audience segmentation  Blanket Utah  Further segment based on marketing results (tuning) o Acquisition channels  Facebook, YouTube, Google Ads  Story about TeleHealth services treat a boy from Panguitch o Audience segmentation  Targeting rural areas (outside of Salt Lake and Utah counties)  Blanket Utah o Acquisition channels  Facebook, YouTube, Google Ads  Highlighting Intermountain’s Charity Care o Audience segmentation  40+ demographic  Blanket Utah o Acquisition channels  Facebook, YouTube, Google Ads  Pediatrician Neil Davis on healthy choices for kids o Audience segmentation  Intermountain Mom lookalike and affinity audiences  Targeting ages 20-45 with kids  Blanket Utah families o Acquisition channels  Facebook, YouTube, Google Ads Raw Marketing Assets Marketing assets will be generated on a per story basis. The email campaign content will be curated from our existing content. Story Content and Collateral  Pediatrics at Primary Children’s Hospital o Team should suggest more conversion points*** o Video: Full-length video spot o Callout: Donor information o Email: Living well signup  Story about a South Korean cured of Hepatitis C o Video: Full-length video spot o Video: Filming the fella running a marathon o Callout: Healthy Hikes o Callout: How I Live Well videos o Callout: Sports Medicine blog

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o Email: Living well signup  Story about TeleHealth services treat a boy from Panguitch o Team should suggest more conversion points*** o Video: Full-length video spot o Callout: ConnectCare o Email: Living well signup  Highlighting Intermountain’s Charity Care o Video: Full-length video spot o Callout: Link to Annual Report’s charity care section o Callout: Intermountain Foundations o Callout: Blog article on making healthcare more affordable o Callout: Healthy Dialogue videos on the cost of healthcare o Email: Living well signup  Pediatrician Neil Davis on healthy choices for kids o Video: Full-length video spot o Callout: Neil’s articles on other social determinates for health o Callout: What we’re doing to improve pediatric care o Callout: Blog post on the importance of reading o Callout: Top healthy habits blog posts o Callout: Healthy recipes o Email: Living well signup Engagement Assets  Email Campaign o Chad, Collin, and Nick Hill will get together to come up with a 52-week drip campaign that will leverage existing “living well” blog content.  Engagement Value o Using Sitecore, we will assign engagement values to the conversion page actions as follows:  Email Signup: 60 points  Callout Click: 30 points  Video watch: 30 points  Land on conversion page: 10 points  Landing on remarketing page: 20 points  Engagement Plans o We will set up an engagement plan for the overall community campaign. This will allow us to use Sitecore to target consumers in the future based on the fact that they engaged us during the Community Campaign  A/B Testing o A/B testing may be utilized based on digital marketing performance.

Web and Collateral Designs Currently, we only have a new campaign website planned. The new site will offer new conversion elements but use the existing intermountainhealthcare.org theme and branding. The site structure  Campaign landing page o Contains links to all 5 (eventually 8) stories  5 (eventually 8) conversion pages o Each story will have a primary landing page. Digital marketing will drive traffic to these pages.  5-10 remarketing pages o Each story will have a dedicated remarketing page which will contain new/different conversion elements. o Based on digital marketing performance and audience segmentation, we may create additional remarketing pages to improve conversion rate

Design Campaign Homepage

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Conversion page Invision Link: LINK LINK LINK LINK LINK LINK LINK LINK

Communications  Project Status – Every 2 weeks o Report to Clark and Anne on how the campaign work is proceeding o Will be emailed  Go-Live Report – After go-live o Report to Kevan, Clark and Anne once everything is live o Will be emailed  Digital Marketing Performance Report – Every month? o Report to Kevan, Clark and Anne on the performance of each story  Engagement value KPIs  Any tuning or adjustments we’ve made  Recommendations o Identify best performing story o Will be an email, including a high-level summary, high-level performance metrics and recommendations. Detailed analytics will be attached to the email

Community Campaign Project - Info Redacted

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