FY 13 Q2 Concern and Awareness Report

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FY13 Quarter 2 Report (Oct/Nov/Dec)Communications Highlights and Metrics*

*(Organized by Strategic Plan objective)

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NADAM/NCMA fully integrated

communications campaign for National Alzheimer’s Disease

Awareness Month (NADAM) and National Caregivers Month (NCM)

in November highlighted the stories of caregivers throughout

our chapter. 10 stories about NADAM or caregiver stories for NCM were published, garnering

more than 2 million impressions!

Increase Concern & Awareness

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NADAM/NCMBlog Campaign

We featured stories written by caregivers about their experiences and advice on our blog. The stories were

diverse, featuring a caregiver who wrote in Spanish, a long distance caregiver, caregivers for younger onset parents and caregivers for loved ones who had passed away. The eight profiles garnered 1,200 visits.

Increase Concern & Awareness

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NADAM/NCMCaregiver Tips Videos

Caregivers gave their best advice to other caregivers in a video series we produced on our YouTube channel. We also included a special thanks for individuals with Alzheimer’s disease to their caregivers. The six videos garnered almost 1,400 views, and multiple likes and shares on Facebook and Twitter.

Increase Concern & Awareness

5 Increase Concern & Awareness

NADAM/NCMFriday Facts

We continued the National Caregiver Month theme in our Friday Facts Campaign. Five infographics featured facts and tips related to caregiving. We received a great response from our Facebookaudience, with 148 likes, 146 shares and an estimated audience of 7,000.

Caregivers take over Twitter!

Angie, who cares for her husband with Alzheimer’s, took over our Twitter account for a day. Using the hashtag #lifeasacaregiver, Angie talked about her day as a caregiver and solicited thoughts from other Twitter followers. We tracked at least 100 tweets to #lifeasacaregiver and at least a dozen caregivers shared their day in the #lifeasacaregiver.

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Holiday Campaign

Enhance Care and Support

During the holidays, our outreached

focused on the spirit of giving as well

as the 10 Signs of Alzheimer’s

disease. Several publications ran

stories about noticing the 10 Signs of

Alzheimer’s disease in a loved one

over the holiday season and how to

enjoy the holidays with a loved one

with Alzheimer’s, garnering 115,000

media impressions.

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Holiday Campaign

Enhance Care and Support

Holiday caregiver tips and gift idea infographics

dominated our Facebook page in December. This

content received 87 likes, 98 shares and an estimated

audience of almost 6,000. The Caregiver Coupon Book

was downloaded 51 times.

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Caregiving Issues in the NewsThe Sacramento office helped find families for a

number of articles in the Sacramento Bee, including one

on driving, which featured our driving resource

www.alz.org/driving and another on stigma, which

cited Alzheimer’s Association Facts & Figures as well as

the World Alzheimer’s Report. Both articles quoted

Michelle Johnston, regional director in Sacramento as

an expert. Combine, the articles garnered more than

1.7 million media impressions.

Enhance Care and Support

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Caregiving Issues in the NewsAn article highlighting Alzheimer’s Association volunteer Paul Barrett and his wife

and quoting CEO Bill Fisher focused on the issue of feeding tubes. The story

appeared in several publications, including The San Jose Mercury News, Contra

Costa Times and Oakland Tribune, garnering

1.8 million media impressions.

Enhance Care and Support

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Flyers and brochuresWe created several flyers and brochures promoting our programs and services in Quarter 2, including a Healthy Body,

Healthy Brain flyer and an editable template for classes at the CPMC Brain Health Center.

Enhance Care and Support

11 Advance Public Policy

Silver AlertThe Sacramento Bee published a story about Silver Alert, which went

into effect January 1, 2013 in the state of California. Ruth Gay, director

of Public Policy and Advocacy was quoted in the article, which garnered

870,000 impressions. Wandering is also one of the most engaging

topics on our Facebook page, with our community activating to help

spread the word about individuals with Alzheimer’s who go missing.

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San Francisco Plan on Excellence in Dementia CareA meeting about the San Francisco Plan for Excellence in dementia care

was popular on our Facebook page and garnered 88 visits on our blog.

Advance Public Policy

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Other AdvocacyThe advocacy section of our web site was refreshed and updated and a

visit from an Alzheimer’s Association Ambassador to Senator Dianne

Feinstein’s office delivering 5,000+ advocacy cards from Walk was a

great success on Facebook!

Advance Public Policy

14 Accelerate Research

Alzheimer’s Research on our BlogWe published three blogs about research in the news authored by Elizabeth Edgerly, chief program officer. These blog articles broke down

research that had recently been in the news in a way that is simple to read and understand. The blogs received 1,200 visits.

15 Accelerate Research

Alzheimer’s Research GrantsTwo research grants awarded during Quarter 2 were popular features on

our Facebook page and blog, garnering 72 likes, 11 shares and 195 visits

to the blog.

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Walk to End Alzheimer’sEarned media continued through

October for Walk to End Alzheimer’s,

including an op/ed by the Fresno Bee

encouraging readers to join Walk and

a feature in the Cupertino Courier on

the Lucas family, who participates in

Walk and attends a local support

group. In addition, there was a lot of

coverage during our events. Walk to

End Alzheimer’s garnered more than

580,000 media impressions.

Grow Revenue in Support of the Mission

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Walk to End

Alzheimer’sWhy I Walk videos taken at Walk

events throughout our chapter

received more than 1,600 views

on our YouTube channel.

Grow Revenue in Support of the Mission

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Memories in the MakingThe save the date card for Memories in the Making went out!

Grow Revenue in Support of the Mission

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Strategic Plan Metrics

Media Impressions

FY13 Q2 media impressions: at least 16 million impressions*, which brings our total media impressions to 188 million impressions, about 5 million impressions short of our goal for the entire fiscal year.

*Self-reported data was not yet verified at the time of this report, but is estimated to add another 5 million impressions to this total.

Website Visits

FY13 Q2 Web site visits: 24,602, 24% higher than FY12 Q2 Web site visits.

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Social Media Metrics

Facebook

FY13 Q2 Facebook Likes: 2,387, 432% higher than FY12 Q2 Facebook likes.

YouTube

FY13 Q2 video views: 3,832, 105% higher than FY12 Q2 video views.

Twitter

FY13 Q2 new followers: 160 [out of more than 1,500 followers total], FY12 Q2 data not available.

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Other Communications Metrics

Alzheimersblog.org

FY13 Q2 visits to alzheimersblog.org: 32,069, 955% higher than FY12 Q2 visits.

Collateral

FY13 Q2 collateral requests: over 80 requests completed, produced 11 campaign videos plus dozens of Why I Walk videos in addition to taking photos at 6 events.