LANWTX Eviction Support Media Report 2022

LANWTX MEDIA REPORT MARCH - AUGUST 2022 9.07.22

WHAT WE’LL COVER TODAY 1. Full campaign summary 2. Analytics by paid channel ○ SEM, Facebook/IG, Pre-roll, Display, and C-Store 3. Key takeaways and future recommendations

LANWTX 2022

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FULL CAMPAIGN SUMMARY Media

Campaign Objective

Gross Budget

Clicks

Impressions

CTR

SEM

Click to Website/Calls

$13,800

2,048

30,628

6.69%

Facebook/Instagram

Clicks to Website

$9,400

13,204

472,792

2.79%

Trueview/Pre-roll

Click to Website/Calls

$12,400

277

292,285

0.10%

Display

Clicks to Website

$5,400

557

593,434

0.09%

C-Store

Calls/Brand Awareness

$30,000

n/a

1,600,000

n/a

SRT

-

Added Value

6

89,603

0.01%

$71,000

16,091

3,078,742

1.94%

TOTAL MEDIA BUDGET

*CTR calculated only for digital content impressions of 1,478,742 and excludes C-Store impressions

LANWTX 2022

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ANALYTIC S

SEM ANALYTICS OBJECTIVE

Drive traffic to the Legal Aid of NorthWest Texas website and increase call volume

PLACEMENT STRATEGY

Primary target: ✔ ✔ ✔ ✔ ✔ ✔

✔ ✔ ✔

Adults 18+ Low-moderate income people (Families <$45-50K HHI) Skews female (76%) - many of them are single mothers Skews people of color, but also includes people of Anglo origin (Anglo 37% / Black 29% / Hispanic 27%) People with disabilities and seniors Researches SNAP, WIC, EBT, food banks, Medicaid, Medicare, and other monetary resources available to low-moderate income individuals. Individuals with student loans Researches free/low cost childcare and adult care Frequents food banks, clothing closets, free or discounted health services, and scam support Looks for social service support for families (example: Meals on wheels, Angel Trees, Operation Warm, Health & Human Services and other free services)

RESULTS ACHIEVED

30,628

178

delivered impressions

Phone Calls

6.69%

2,048

CTR

clicks

Run Dates: 3/21 - 8/31 KPIs: • Visits to website • Phone Calls • CTR at or above 4.6% (Last years average CTR)

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SEM ANALYTICS - CONT. Clicks:

Impressions:

5.4K

303

4.7K

315 273

3.9K

5.1%

1.1%

Clicks by Device:

93.8%

LANWTX 2022

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SEM ANALYTICS - TOP KEYWORDS Keywords

Impressions

Clicks

CTR

Apply for rent assistance

3,428

437

12.75%

Tenant rights lawyer

1,168

113

9.67%

Help paying rent

961

91

9.47%

State of texas eviction laws

952

59

6.20%

I need help paying rent

878

78

8.88%

Eviction process in texas

728

60

8.24%

I need help with my rent

666

58

8.71%

Programs that help pay rent

627

53

8.45%

When can a landlord evict you

617

57

9.24%

Texas apartment eviction laws

570

19

3.33% LANWTX 2022

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FACEBOOK ANALYTICS OBJECTIVE

Drive traffic to the Legal Aid of NorthWest Texas website

PLACEMENT STRATEGY

Primary target: ✔ ✔ ✔ ✔ ✔ ✔

✔ ✔ ✔

Adults 18+ Low-moderate income people (Families <$45-50K HHI) Skews female (76%) - many of them are single mothers Skews people of color, but also includes people of Anglo origin (Anglo 37% / Black 29% / Hispanic 27%) People with disabilities and seniors Researches SNAP, WIC, EBT, food banks, Medicaid, Medicare, and other monetary resources available to low-moderate income individuals. Individuals with student loans Researches free/low cost childcare and adult care Frequents food banks, clothing closets, free or discounted health services, and scam support Looks for social service support for families (example: Meals on wheels, Angel Trees, Operation Warm, Health & Human Services and other free services)

RESULTS ACHIEVED

472,792 Delivered Impressions

234,558 Reach

2.79%

13,204

CTR

Clicks

Run Dates: 3/21 - 7/31 KPIs: • Visits to website • CPI - $0.71 • CTR at or above 2.5% (Last year’s average CTR)

LANWTX 2022

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FACEBOOK ANALYTICS

Interactions by day of week: 1.9K

1.9K

1.8K

Impressions over time: 11K

11.7K

Desktop feed: 2.8%

8.5K

4.5K 3.4K

Impressions by day of week:

3.6K

81.1K 61.5K

64.3K

67.9K

Demographics:

Mobile feed: 97.2% LANWTX 2022

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FACEBOOK GRAPHIC Caption: If you're worried about being evicted or experiencing housing instability, we are here for you. Legal Aid of NorthWest Texas provides free civil legal help to residents in North and West Texas.

We can help with: ✓ Security Deposit Issues ✓ Illegal Lockouts ✓ Identify Rent Resources ✓ Eviction Help in Court Call Our Eviction Defense Line at 855-548-8457 Visit Us at www.lanwt.org

LANWTX 2022

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TRUEVIEW/PRE-ROLL ANALYTICS OBJECTIVE

Drive traffic to the Legal Aid of NorthWest Texas website and increase call volume

PLACEMENT STRATEGY

Primary target: ✔ ✔ ✔ ✔ ✔ ✔

✔ ✔ ✔

Adults 18+ Low-moderate income people (Families <$45-50K HHI) Skews female (76%) - many of them are single mothers Skews people of color, but also includes people of Anglo origin (Anglo 37% / Black 29% / Hispanic 27%) People with disabilities and seniors Researches SNAP, WIC, EBT, food banks, Medicaid, Medicare, and other monetary resources available to low-moderate income individuals. Individuals with student loans Researches free/low cost childcare and adult care Frequents food banks, clothing closets, free or discounted health services, and scam support Looks for social service support for families (example: Meals on wheels, Angel Trees, Operation Warm, Health & Human Services and other free services)

RESULTS ACHIEVED

292,285

234,746

Delivered Impressions

Total Complete Views

0.10%

277

CTR

Clicks

80.33% VTR

Run Dates: 4/1 - 8/31 KPIs: • Visits to website • VTR above 30% (industry average) LANWTX 2022

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TRUEVIEW/PRE-ROLL ANALYTICS Creative Name

Impressions

Clicks

Views

VTR (View Through Rate)

BT Targeting - Spanish

73,215

87

52,134

71.21%

BT Targeting - Spanish 6 seconds

73,097

73

69,033

94.44%

BT Targeting - English 6 seconds

70,402

42

66,167

93.98%

BT Targeting - English

55,299

46

36,902

66.73%

Keyword Targeting - English

16,510

21

8,795

53.27%

Keyword Targeting - Spanish

4,710

7

2,374

50.40%

Keywords - English 6 seconds

650

1

634

97.54%

Keywords - Spanish 6 seconds

173

0

162

93.64%

BT= Behavioral Targeting

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TRUEVIEW/PRE-ROLL ANALYTICS

Views by completion rate:

Impressions: 3K 2.5K

2.5K 2.2K

2.1K

2.1K

1.9K

1.8K 1.5K

Views: 1.3K 947

878 719

654

451

Clicks:

7

6

7

6 5

4 3

4

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TRUEVIEW/PRE-ROLL CREATIVE English 15 second video:

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DISPLAY ANALYTICS OBJECTIVE

Drive traffic to the Legal Aid of NorthWest Texas website

PLACEMENT STRATEGY

Primary target: ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Adults 18+ Low-moderate income people (Families <$45-50K HHI) Skews female (76%) - many of them are single mothers Skews people of color, but also includes people of Anglo origin (Anglo 37% / Black 29% / Hispanic 27%) People with disabilities and seniors Researches SNAP, WIC, EBT, food banks, Medicaid, Medicare, and other monetary resources available to low-moderate income individuals. Individuals with student loans Researches free/low cost childcare and adult care Frequents food banks, clothing closets, free or discounted health services, and scam support Looks for social service support for families (example: Meals on wheels, Angel Trees, Operation Warm, Health & Human Services and other free services)

RESULTS ACHIEVED

593,434

0.10%

Delivered Impressions

CTR

573 Clicks

Run Dates: 3/21 - 7/31 KPIs: • Visits to website by click • Impressions LANWTX 2022

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DISPLAY ANALYTICS Ad Size

Impressions

Clicks

CTR

320x50

264,234

266

0.10%

300x250

175,401

115

0.07%

728x90

131,957

166

0.13%

160x600

21,842

26

0.12%

LANWTX 2022

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4.2%

DISPLAY ANALYTICS Impressions:

16%

105.5K 81.3K

82.7K

90.4K 78.5K

54% 25.9%

Clicks: 111 83

81

91

65

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DISPLAY GRAPHICS 300x250

728x90

160x600 320x50

300x250

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C-STORE ANALYTICS OBJECTIVE

Drive traffic to the Legal Aid of NorthWest Texas website and increase call volume

PLACEMENT STRATEGY

Placement by Location throughout NorthWest Texas:

RESULTS ACHIEVED

✔

Dallas (14)

1,6000,000

✔

Denton (3)

✔

Amarillo (5)

Delivered Impressions

✔

Fort Worth (7)

✔

Midland (1)

104,234

✔

Lubbock (2)

✔

Most impressions received at Stop & Save in Dallas, TX

Wichita Falls (1)

✔

Weatherford (2)

✔

Abilene (2)

✔

Mckinney (2)

Run Dates: 4/18 - 7/11 KPIs: • Impressions LANWTX 2022

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C-STORE ANALYTICS City

Impressions

Month

Total

Purchase

Walk-Up

Abilene

108,801

April

247,616

52,545

195,071

Amarillo

185,403

May

590,480

110,552

479,928

Dallas

621,126

June

571,428

96,121

475,307

Denton

126,599

July

190,476

33,002

157,474

Fort Worth

287,735

Lubbock

64,724

Mckinney

77,835

Midland

18,709

Wichita Falls

50,045

●

We received the most impressions in Dallas, with Fort Worth and Amarillo as the second highest number of impressions.

●

We saw the most impressions in May with both the highest purchase and walk-up numbers.

LANWTX 2022

Weatherford

59,023

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In Person:

C-STORE GRAPHICS

LANWTX 2022

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TAKEAWAY S

MAIN TAKEAWAYS Takeaways: ✔ SEM received the highest Click Through Rate (CTR) with 6.69% ✔ Our videos on Trueview and Pre-Roll surpassed the industry standard View Through Rate (VTR) with 80.33% ✔ The 320x50 display ad was the most popular banner with it receiving 54% of all display impressions ✔ We surpassed last years CTR and impressions on FB/IG with 472,792 impressions and 2.79% CTR ✔ Due to the high traffic locations selected for C-Stores, alone they generated 1,600,000 impressions

Future Recommendations: ✔ We highly recommend using Trueview/Pre-roll again for your next campaign as we saw great results with high viewer retention ✔ We may see better Display results if we focus on only a few banner sizes, we recommend the 320x50, 728x90 and 300x250. These sizes preformed the best ✔ The increased budget for C-stores payed off with a 614.27% increase in impressions from last year. We would recommend keeping this increased budget so more NorthWest Texans can get access to your services LANWTX 2022

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