Teen Campaign Objectives

Garrick Raheim Charlie ,

When the new campaign launches I want to ensure we keep these objectives top of mind each time we create our campaigns. Its imperative that we work strategically, that we are insightful that we really critically think before just launching. We will need to monitor this campaign closely because we have a Very aggressive goal and need to do our best to achieve it. 

FROM ANNE: 

Objectives

 

Increase Teen Residential Admissions by 20 per month, in order to achieve average daily Census of 80. YTD Admissions are at an average of 72/month (thru Nov), but average daily census is still too low, often only about 60 - 65.

Increase Teen Outpatient Admissions by XX (we should identify this internally at Rosecrance)

Increase Teen Inquiries by 120 per month (not just calls and website form submissions, but true Inquiries since not every contact becomes an Inquiry). YTD Inquiries are an average of 430/month. (ave of 6 inquiries for one admission)

 

Other internal objectives:

 

Increase conversion rate to 25% – overall conversion rate from inquiry to admission is currently 23 percent. Increase conversion rate to 25%. Put processes in place to better track conversions from different sources – i.e. web form submissions, calls from referrals, calls from digital campaign, etc. Also review KPIs of the many different inquirer touchpoints that influence admission – Access team, Assessment team, Admissions team, etc. Implement new KPIs where necessary.

 

We discussed adding $400,00 - $450,000 in gross media spending to our current campaign.

 

Strategies to consider:

Expanding our Chicago radio campaign to buy deeper in the  Chicago market

Adding outdoor as an element to the campaign – see attached media plan calendar for the outdoor elements that were included in the plan. We have these assets available that could be produced (and adapted) easily for a new campaign.

Expand reach into Milwaukee and Madison – with digital campaign and possibly traditional media

Expand penetration of current Search campaign – evaluate impressions available by geography as a proxy for “demand” for our services; consider current levels of share of these impressions. Ethan to provide zip code distribution of Teen admissions from past few years to help in planning.