SHE’S THE DIFFERENCE: CALIFORNIA
COMMUNICATIONS PLAN NOVEMBER 2024
BANNER FLOWN AND PHOTO TAKEN DURING DODGERS PLAYOFF GAME
COMMUNICATIONS PLAN
Position AARP as a thought leader, convener, and trusted resource for women voters ages 40-plus and issues affecting them and raise awareness about the findings with target audiences. STRATEGY GOAL
Deployed a multi-faceted marketing campaign that included:
Press release distribution Vanity webpage Print and digital advertorials Digital banner advertisements Social media posts and videos
In Clear Terms with AARP California podcast episode Radio spots Out of home ads Aerial banners TM
CAMPAIGN RESULTS
Impressions Page Visits 15.4M 101K 5K Video Views
VANITY WEBPAGE AARP owned digital channel.
Survey results published on aarp.org/ShesTheDifferenceCA.
PRESS RELEASE DISTRIBUTION
AARP developed and distributed.
English and Spanish releases sent to targeted media.
LOS ANGELES TIMES Los Angeles Times is Southern California’s largest daily newspaper.
Three print and digital advertorials, digital banner ads, video placements, and social media posts.
LA OPINIÓN
La Opinión is a Spanish-language daily newspaper and most widely read in- language paper in the country.
Print and digital news article.
SOCIAL MEDIA AARP owned digital channels.
Posts across Facebook, X and YouTube.
LAIST
LAist is an independent, nonprofit newsroom that is also home to L.A.’s largest NPR station.
Eblast, radio and podcast spots, and digital banner ads.
SUPPORT FOR LAIST COMES FROM A- A- R- P, SHARING THE RESULTS OF “SHE’S THE DIFFERENCE: CALIFORNIA,” A STATEWIDE SURVEY THAT EXAMINES THE PRIORITIES OF WOMEN VOTERS AGES 40-PLUS. THE RESULTS SHOW THAT NEARLY 80 PERCENT OF WOMEN VOTERS ARE READY CAST A BALLOT. THEY’RE CONCERNED ABOUT A NUMBER OF ISSUES, INCLUDING VOTING RIGHTS AND THE ECONOMY. YOU CAN SEE THE RESULTS OF THE SURVEY AND VIEW A-A-R-P’S VOTER GUIDE AT ‘A- A- R- P DOT O- R- G SLASH SHE’S THE DIFFERENCE C-A.
PODCAST EPISODE AARP owned digital channel.
Podcast episode on In Clear Terms with AARP California.
TM
OUT OF HOME ADS Wallscape ad in the City of Los Angeles.
Garnered more than one million impressions.
OUT OF HOME ADS Freeway billboard along the I-5 in the City of Commerce.
Garnered more than 3.2 million impressions.
OUT OF HOME ADS Three-panel wallscape ad in the City of Los Angeles.
Garnered more than 3.9 million impressions.
OUT OF HOME ADS Digital billboard inside Hollywood Burbank Airport.
Garnered more than 1.1 million impressions.
OUT OF HOME ADS
Aerial banners flown over Los Angeles and Orange County beaches, Dodgers Stadium and San Diego County beaches.
SHE’S THE DIFFERENCE: CALIFORNIA
aarp.org/ShesTheDifferenceCA
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18Made with FlippingBook - professional solution for displaying marketing and sales documents online