Mass_Media_Sustaining_Pollinators

Campaign Outcomes – Metrics

The team created an engaging “Bee Waggle Dance” video to see if our audience prefers video over static content. Check out the video!

The six-week Pollinator Pilot Campaign began during National Pollinator Week (on Monday, June 22, 2020) and officially ended on Sunday, August 2, 2020. Social media initiatives on Facebook, Instagram, and Twitter began on Monday, July 6, and will conclude in mid-September, 2020.

Below are the metrics for our radio and digital outreach initiatives:

• AgNearMe.com, the campaign landing page, received a total of 2,732 views during the six weeks.

• Radio brought in a total of 1,243 website visitors, and our digital providers brought in a total of 1,489 website visitors.

• 27 people visited the Prairie View A&M University (PVAMU) website after visiting AgNearMe.com.

• 162 people provided their email addresses to gain access to our spotlight content (Pollinator Prep Guide, Pollinator Personality Quiz, and Pollinator Garden Blueprint) and learn more about pollinator protection.

• Over the six weeks, our radio messaging through the Texas State Network (which broadcasts across the state) reached 21,411,900 people.

• Over the six weeks, our radio messaging through the Gow Media network (which focuses on the Houston area) reached 1,270,500 people.

• Our banner ads displayed through Learfield IMG on college sports websites generated 1,181 total clicks. People saw the banner ad and clicked through to AgNearMe.com.

• 620 people read our three Culture Map articles, spending an average of 3 minutes and 27 seconds on the first article, published on June 25, 2020; 2 minutes and 50 seconds on the second article, published on July 8, 2020; and 2 minutes and 39 seconds on the third article, published on July 22, 2020.

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