1. FY13 Quarter 1 Report
Communications Highlights and Metrics*
*(Organized by Strategic Plan objective)
1

2. World Alzheimer’s
Month/Alzheimer’s Action Day
Chinese Press
Conference
A press conference on
Alzheimer’s Action Day
about the new World
Alzheimer’s Report and
www.alz.org/chinese
garnered coverage in the
area’s two largest
Chinese-language print
outlets, World Journal
and Sing Tao, as well as
on Chinese-language
news station KTSF. The
stories garnered at least
579,000 impressions.
Letter to the Editor Campaign
An Alzheimer’s Action Day letter to the editor campaign garnered 6 letters to the editor
encouraging the community to wear purple and support the Alzheimer’s cause on 9/21. The
letters ran in several publications including the Oakland Tribune and Contra Costa Times and
garnered at least 1,180,725 impressions.
2 Increase Concern & Awareness

3. World Alzheimer’s
Month/Alzheimer’s Action Day
Purple, purple everywhere!
 News stations in the Bay Area and Sacramento markets wore purple on
Alzheimer’s Action Day!
 Our volunteers helped a dozen high schools and other community
organization and street teams turn purple
 At least 100 Facebook fans turned their Facebook profile picture purple
and almost 300 took the pledge to turn purple!
3 Increase Concern & Awareness

4. World Alzheimer’s Month/
Alzheimer’s Action Day
International Friday Facts
Four info graphics highlighting international Alzheimer’s
statistics garnered 150 likes and 149 shares on
Facebook (an estimated audience of 6,745 people).
Blog Campaign
We featured stories about the Alzheimer’s experience from
around the world on our alzheimersblog.org and garnered
more than 360 visits.
A blog from Mona: A reflection from
A poem from
Philippines Elena: Chile
Norm : UK “She is a woman that
“I’ve only got “We never thought the
tower of strength that has to deal with a
dementia, and not history that eludes
Bubonic plague…” she is could ever have
Alzheimer’s...” her…”
4 Increase Concern & Awareness

5. Long-distance Caregiving
The Sacramento office
helped find a family that
was highlighted in a story
about the challenges of
long distance caregiving.
The story, which ran in
several papers including
the Contra Costa Times,
San Jose Mercury News
and the Sacramento Bee,
cited www.alz.org as a
resource for families facing
this challenge. Dr.
Elizabeth Edgerly was also
quoted as an expert in the
story, which garnered
2,084,019 impressions.
5 Enhance Care and Support

6. Collateral NEW! Caregiver Group
Collateral created in support of Enhancing Care
and Support included multiple flyers, eblasts and
on Facebook
brochures, such as the Know the 10 Signs brochure in Our Chapter was invited to be part of a beta test for a new
Chinese, the Circle of Care Education Conference feature called Facebook Groups. We started a group for
brochure and an issue of the bi-annual caregivers so they can seek advice, share support and get
print newsletter. connected to resources.
6 Enhance Care and Support

7. General education and support
General education and support messages continue to be among the most popular
features on Facebook and Twitter.
7 Enhance Care and Support

8. Town Hall Meetings
• The Town Hall meeting in Reno garnered coverage by three major local network affiliates KTVN, KOLO and
KRNV garnering at least 60,000 media impressions.
• Photos from Town Hall meetings in Reno and Oakland garnered an audience of 4,100 on Facebook.
8 Advance Public Policy

9. Alzheimer’s Association
International Conference
One of the key AAIC topics covered in media was a story about new
Alzheimer’s drugs that are in the late stages of testing. This story ran in seven
publications, including the Marin Independent Journal and the Monterey County
Herald. In addition, CEO Bill Fisher was interviewed on KTVU about a study out
of AAIC. This garnered at least 615,000 media impressions. Facebook,
twitter and blog updates about the event garnered multiple likes, shares and
retweets for an estimated audience of 10,000+.
9 Accelerate Research

10. Research resonates with our audience
One of the most popular sections of alzheimersblog.org focuses on research updates.
Articles on coconut oil, a chemical used in microwave popcorn and one woman’s story
about why she participates in clinical trials garnered hundreds of visits and dozens of
comments.
On Facebook and twitter, research-related content also remains popular, including an
Alzheimer’s research timeline and information on Alzheimer’s Association Clinical
TrialMatch.
10 Accelerate Research

11. Walk to End Alzheimer’s
Earned Media
 The story of the Scholz family and their fight against
Alzheimer’s was highlighted in the Santa Cruz
Sentinel . The article was well received, prompting a
follow up story about the family and inspiring one local
reader to immediately donate $500 and another to
raise $2,000+ for the Walk. Media impressions:
265,000.
 Additional Walk coverage included at least 17
additional news stories which garnered at least
1 million media impressions.
11 Grow Revenue in Support of the Mission

12. Walk to End Alzheimer’s Ads
This year’s Walk advertising campaign in the Bay Area,
Sacramento, Fresno, Monterey/Santa Cruz and Reno markets
garnered over 149 million media impressions. Local
advertising included radio spots, online advertising, bus and
train advertising, mall display advertising, street banners,
newspaper and billboards.
12 Grow Revenue in Support of the Mission

13. Walk to End Alzheimer’s
Dominates our Digital Space!
 The Walk to End Alzheimer’s page on our web site received 67% more
visits in Q1 FY13 than in Q1 FY12. This is mostly due to the
implementation of a new Google AdWords campaign.
 We produced and edited 13 Walk to End Alzheimer’s Thank You
videos, which garnered 300 views on youtube.
 We saw about 300 new likes on our Facebook page due to Walk
conversion in Q1.
13 Grow Revenue in Support of the Mission

14. Walk looked good!
Collateral fulfilled included 14 Walk program guides,
14 sponsor banners, 30+ event signs, several
fundraiser flyers and photos and video recorded and
posted at Walk to End Alzheimer’s in Redding, Santa
Cruz and San Francisco.
Slow Food Fundraiser Flyer
14 Grow Revenue in Support of the Mission

15. Strategic Plan Metrics
Media Impressions
FY13 Q1 media impressions: 159,450,758, 86% higher than FY12 Q1 media Impressions
 Increase is largely due to a larger advertising budget and diversity in outdoor
advertising vs. cable tv advertising
 We are about 30% lower in earned media, mostly due to less coverage of the
Alzheimer’s Association International Conference (40 articles in FY12 vs 10 articles in
FY13)
Website Visits
 FY13 Q1 Web site visits: 29,284, 32% higher than FY12 Q1 Web site visits
 Visits are up overall due to new strategies with search engine optimization/search
engine marketing and use of a google adwords grant
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16. Social Media Metrics
Facebook
FY13 Q1 Facebook Likes: 2,196, 554% higher than FY12 Q1 Facebook likes
 Increase is due to organic growth, conversation of Walk pages and a
Facebook ad campaign, which garnered 1,000+ likes in September
Youtube
FY13 Q1 video views: 2,951, 250% higher than FY12 Q1 video views
 Increase is due to more content and increase social media audience
Twitter
FY13 Q1 new followers: 197 [out of more than 2,000 followers total], FY12
Q1 data not available
 Activity includes 444 retweets and 861 clicks on content within our
messages
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17. Other Communications Metrics
Alzheimersblog.org
FY13 Q1 visits to alzheimersblog.org: 28,126, 670% higher than FY12 Q1
visits
Collateral
FY13 Q1 collateral requests: 100 requests completed, produced 14 videos
and took photos at 5 events
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