MOCAN Messages Minutes 05-10-2016
Attendance
Becky Roberts, Jenny (Minnesota news department), KC Dahl, Donna Mehrle, Maureen
Jenkins, Katie Duggan, Kimberly, Karen Sherbondy, Brenda Maley, Amy Winder, and Nathan
Ferguson.
Meeting Discussion
LLYLDOI Campaign
KC Dahl presented a proposal for a Live Like Your Life Depends On It (LLYLDOI) media
campaign. The LLYLDOI campaign would target radio and social media/web. Campaign
messages would be read in with the news through radio affiliates and boosted on Facebook.
In the course of market research and analysis KC identified several issues facing Missourians
that would relate to LLYLDOI’s mission, including:
 15.5% of Missourians in poverty
 People in poverty-stricken areas are often located in food deserts with limited access to
healthy foods
 Based on Nielson data, 20% of Learfield’s News Network is living below the poverty
level. This number is even higher in areas with higher than average poverty
KC developed three campaign tiers (aggressive, moderate, and conservative), outlined below:
Aggressive
● 15 public service announcements on 63 affiliates for 18 weeks
○ Digital complementary campaign - FB, YT, TW
○ $95,850
○ Targeted audience would see the messages 17,000 times
Moderate
● 10 ads for 13 weeks
○ Digital complement
○ $67,980
Conservative
● 10 ads for 7 weeks
○ Digital complement
○ $40,800
KC also noted the cost of continuously boosted Facebook posts (which ensures all posts are
seen by the audience) at $1,080/month.
Beck Roberts, Extension Social Media Producer, updated the group on the LLYLDOI billboards,
which will go up in the first week of June and remain up June-August.
KC did a competitive media analysis, e.g. how billboards work with digital campaign. Kim Keller
is also doing analysis of radio versus billboards and adult education. All materials are currently
Eat Smart, garden-oriented theme.
Learfield has Brownfield Healthy Living, which could be mixed in with Eat Smart messages, as
well.
KC elaborated on social media targeting.
 On FB it is possible to target based on interests, geographical area or region, but also
financial bracket, e.g. lower-income.
 Targeting also allows A/B testing of imagery, to determine which images resonate (or
don’t) with various audiences.
 Google and Twitter have targeting features as well, though they are less precise.
 Becky Roberts suggested that the same images used for the billboards could be used in
social media campaigns.
KC also provided a few highlights from the current media campaign:
● MOCAN’s Page Likes have grown from 173 to 1,149 since the campaign began.
● Campaign reach is 45,000 so far.
● The current campaign ends May 14th, but ads will continue into early June. Posts are
scheduled to continue through May 30th.
● The campaign is working off of last year’s budget.
Donna suggested directing grant funds toward the dedicated LLYLDOI Facebook page.
LLYLDOI posts could then be shared on the main MOCAN account. Grad student Caroline, who
manages social media, should also be brought into this discussion.
Donna will follow up with Jo Britt-Rankin to discuss the budget for the media campaigns.
Donna also suggested that the Messages work group submit a MOCAN funding application
(applications due May 20th).
KC and Amy Winder will put together a report by this Friday of the current campaign, including
what an extended version of the campaign would involve. Katie Duggan and Brenda Maley will
put together an application for additional funding by May 20th.
Donna also suggested that the Messages group start contemplating their priorities for this year
based on the strategic plan.
Katie Duggan reported that students have begun producing based on the social media calendar
over next 6 months. Katie suggested that the group may want to incorporate students into social
media campaign work, as well.
The next Messages call will be scheduled via doodle within the next two weeks.