Lucas County Report

Grant & CAMPAIGN OVERVIEW

Think, Act & Live ONE PILL CAN KILL

Think, Act & live ONE PILL CAN KILL Because life is better with you here. 419-255-4444

www.umadaop.org

Table Of CONTENTS 04 06 14 22 30

Grant & CAMPAIGN OVERVIEW

T he grant enabled the creation of a short-term campaign. The purpose of the grant was for UMADAOP Lucas County to serve as the fidu- ciary agency to design and implement a comprehensive multi- marketing and social media campaign geared to help reduce the drug overdoses related to Fentanyl, fake pills, and the misuse of prescription pain pills. The campaign was created to target at least 75% of African and Hispanic American residents that reside in Ohio. The campaign addressed minorities throughout Ohio’s urban areas that are served by the eleven Ohio UMADAOP organizations. The title of the campaign is "Think, Act and Live. "The campaign also delivered two additional important messag- es...."Know the Real, One Pill Can Kill and Naloxone can save lives and help prevent deaths related to drug overdoses."

Our Dedicated Team

The successes and accomplishments are as follows: ·T he development of a multi-disciplinary marketing team that in- cluded UMADAOP Lucas County staff, consultants, eleven Ohio UMADAOP Federation Organizations, Buckeye Broadband staff, and 105 community outreach workers who conducted work throughout the urban areas targeted by the campaign. ·T he development of strategies and components for the campaign. ·T he development of a management tool that included a dashboard to maintain timelines, progress, product output data and other tracking information. ·T he development of a project landing page, dynamic QR codes, graphic designs, digital media content, television psa’s, radio and podcast psa’s, newspaper ads, outdoor billboard ads, magazines and the creation of numerous brochures that was distributed statewide throughout the campaign. ·T he development of five videos for the campaign. ·T he development of various media elements including live streaming tv, linear and OTT ads for conventional TV, digital ads, radio psa's, podcasts and social media platforms that included Facebook, Twitter (now known as X) and Instagram. ·T he development of information on the importance of Naloxone@ to help reduce deaths resulting from Fentanyl overdoses. continued on nxt pg > > > 4

Special Thanks: • Ohio MHAS • Betty Jane Lowrie at Buckeye Broadband • CRG Media • Terrell & Tava Scott • Dr. Daniel Flannery

• John Edwards Sr • Jessica Horne • Margret Levesque • Donald Christian • Ronald Smith • Sandria Brown

• John L. Edwards Jr. • Dr. Margorie Holt • Mark Vaughn • Darryl Alexander • Dennis Baker • Marketa Robinson • Myrtle Boykin-Lighton • Leah Dennis-Ellsworth • Tammy Derden Doby • Ruth Williams-Clark • Rafie Sturgis • Randall Turner • Emily Boston • Kristin Edwards

Edward Dabkowski and Ryan McMaster

• Dr. Carol Parker

continued below > > >

·T he development of distributable literature on treatment and recovery resources that were made available in each of the target area cities. ·T he development of media products tailored to raise aware- ness about the Fentanyl crisis by targeting the specific media consumption habits and interests of the target audiences. ·T he development of a statewide campaign designed to of- fer a turn-key solution utilizing media research data derived from geo-marketed analytical tracking metrics to determine the most effective times, channels, stations, zip codes and bill- board locations to help inform and educate at-risk minorities about dangers regarding Fentanyl and fake prescription pain pills. ·T he development of community outreach partnerships with local schools, churches, restaurants, community orga- nizations, employers of business workplaces to disseminate information on the dangers of Fentanyl and illicit pain pills, including information about the availability of Naloxone and other resources for prevention, treatment, and recovery. The campaign encountered a number of challenges that included: ·T he development of a comprehensive strategy that could be framed, implemented and completed within a short-term time period. ·T he organization of a statewide strategy to enable weekly ZOOM team meetings, emails, telephone calls and SMS mes- saging involving all of the UMADAOP Federation organiza- tions. ·T he development of a fiscal management system that in- cludes procedural guidelines that were developed in accor- dance with GAAP standards. ·T raining all the end-users for the campaign to use the tracking dashboard that was created for the campaign. ·W orking with multiple vendors to create the various mass media marketing products that was developed for the cam- paign. ·C ompiling the massive quantity of data derived from mul- tiple outreach strategies. The progress achieved to address the needs of diverse populations: ·R acial and ethnic minorities: The Think Act and live cam- paign was designed to address African and Hispanic Ameri- cans that reside throughout the eleven cities where the UMA- DAOP organizations are located.

From Jun 27, 2023 to Jul 31, 2023 D igital C ampaign A nalysis SOURCE:

Total Impressions: 4,825,412

Total Clicks: 4,453

Total CTR: 0.09%

impressions Last Month 4.30 Million

528.14K 3.77M 714% The month before Difference Comparison

clicks Last Month 3.98 Million

Difference

Comparison

The month before

3.52K 749%

469

ctr

Last Month 0.12%

0.12% 0.01% 7% The month before Difference Comparison

From Jun 27, 2023 to Jul 31, 2023 H ourly I mpression P erformance D etails

23 22 21 20 19 18 17 16 15 14 13 12 11 10

114.7k 161.5k 177.6k 184k 191.4k

224k 194k

203.9k 188.9k 193.7k 201.9k 211.5k 211.5k 218.2k 223.4k 224.1k 231.8k 230.5k 219.4k 205.2k 195.4k 204.5k 214.1k 200.5k

9 8 7 6 5 4 3 2 1 0

50k

100k

150k

200k

250k

D aily I mpression P erformance D etails From Jun 27, 2023 to Jul 31, 2023

SOURCE:

D evices and D omains

From Jun 27, 2023 to Jul 31, 2023

Device Make

Impressions

Samsung

1,778, 932

Apple

809,147

Roku

411,478

Amazon

194,070

Google

156,879

83,149

Vizo

26,882

Xiaomi

15,720

Microsoft

11,971

Sony

11,367

3.2M

1.2M

271.8k

157.9k

15k

Connected TV Desktops...

Mobile

Tablets

Undeclared

SOURCE:

A pps P erformance

DOMAIN REPORTING NAME

IMPRESSIONS

Pluto TV

457,492

Samsung TV Plus

320,838

Roku

207,423

Wordscapes

165,159

Metrozone

137,728

Happy Color - Color by Number

97,580

Private Browsing

84,601

SmartNews

70,033

Jigsaw Puzzles - Classic Game

56,363

Solitare

55,974

Atmosphere TV

52,144

Word Jam: A word search and word guess brain game

45,875

Americabpv - android

44,478

Paint by Numbers [ios]

43,013

New Words With Friends

41,405

SOURCE:

C reative P erformance

From Jun 27, 2023 to Jul 31, 2023

"In togetherness, we find strength that echoes in the silence of understanding." , we find understanding."

www.umadaop.org

by city

Geography City

Zip

Impressions

Clicks

CTR

Cincinnati

45219

114,381

0.06%

Cleveland

44102

97,261

0.09%

Cleveland

44113

95,713

0.10%

Lorain

44052

90,227

0.08%

Elyria

44035

86,797

0.07%

Defiance

43512

84,710

0.07%

Mansfield

44907

70,823

0.08%

Mansfield

44903

67,991

0.08%

Dayton

45406

64,964

0.09%

Man

44906

63,212

0.07%

Columbus

43224

62,653

0.09%

Dayton

45417

61,815

0.10%

Youngstown

44509

61,423

0.08%

Columbus

43215

60,926

0.07%

Cleveland

44109

59,931

0.08%

TOTAL

4,825,412

4,453

0.09%

by ad

Impressions

Clicks

CTR

UMADAOP African American GIF SM

1,449,785

1,795

0.146%

UMADAOP Hispanic GIF SM

1,402,437

1,798

0.15%

UMADAOP African American GIF LG

145,057

105

0.07%

UMADAOP Hispanic GIF LG

143,946

106

0.07%

UMADAOP One Pill Can Kill

114,828

0.00%

From Aug 01, 2023 to Aug 31, 2023 D igital C ampaign A nalysis

SOURCE:

impressions

Last Month 3.98 M

This month before 4.30M

Difference

Comparison

51.66K

Clicks Last Month 3.95K

This month before 3.98K

Difference

Comparison

CTR

Last Month 0.12%

This month before 0.12%

Difference

Comparison

0.00%

Total Impressions: 4,245,605

Total Clicks: 3,953

Total CTR: 0.09%

Changing Lives... Click by Click

H ourly I mpression P erformance D etails SOURCE: From Aug 01, 2023 to Aug 31, 2023

250k

216.5k 211.3k

199.6k 197.8k 194.6k

192.5k

200k

190.6k

188.5k 184.4k

176.9k

176k 171.5k 170.6k 177k 174.4k 174.5k

174.6k 172.4k 178.2k

156.8k 152.1k 154.6k 151.8k

150k

108.2k

100k

50k

10 11

SOURCE:

D aily I mpression P erformance D etails From Aug 01, 2023 to Aug 31, 2023

D evices and D omains

From Aug 01, 2023 to Aug 31, 2023

DEVICE MAKE:

Samsung - 1,478,893

LG - 59,763

Apple - 793,565

Xiaomi - 21,704

Roku - 315,337

Vizio - 15,513

Google - 128,209

Sony - 10,525

Amazon - 116,205

Microsoft - 8,597

2.5M

2.8M

1.5M

500K

Tablets 233.5k

124.4k

13.4k

Connected TV Desktops...

Mobile

Undeclared

A pps P erformance From Aug 01, 2023 to Aug 31, 2023

Domain/App # of Impressions

Pluto TV 366,968

Samsung TV Plus 248,520

Roku 287,310

Private Browsing 88,777

Metrozone 113,168

Wordscapes 62,862

Smart - News 58,691

Atmosphere TV 53,118

Jigsaw Puzzles 47,457

Happy Color 31,607

Solitare 40,818

Word Jam 25,632

Color Flow 25,113

DailyHub 25,113

Misc 22,936

C reative P erformance

From Aug 01, 2023 to Aug 31, 2023

Let’s Spread The Love

by city

SOURCE:

Geography City

Zip

Impressions

Clicks

CTR

Cleveland

44102

105,109

0.09%

Cincinnati

45219

88,868

0.05%

Cleveland

44113

86,027

0.09%

Defiance

43512

76,559

0.10%

Elyria

44035

76,515

0.08%

Lorain

44052

73,611

0.08%

Mansfield

44903

69,736

0.09%

Cleveland

44109

68,958

0.09%

Columbus

43215

65,919

0.06%

Dayton

45406

65,268

0.07%

Youngstown

44509

60,383

0.06%

Dayton

45417

59,759

0.09%

Mansfield

44906

56,743

0.08%

Columbus

43224

55,221

0.08%

Toledo

43605

51,062

0.09%

4,245,605

3,953

TOTAL

0.09%

by ad

Impressions

Clicks

CTR

UMADAOP African American GIF SM

1,251,200

1,564

0.146%

UMADAOP Hispanic GIF SM

1,286,334

1,680

0.156%

UMADAOP African American GIF LG

122,280

118

0.10%

UMADAOP Hispanic GIF LG

127,092

105

0.08%

UMADAOP One Pill Can Kill

99,828

0.00%

From Sep 01, 2023 to Sep 30, 2023 D igital C ampaign A nalysis

IMPRESSIONS

CLICKS

Last Month 3.91 Million

Last Month 3.00 K

Difference

958 Difference

The month before

4.25M 335.04K

3.95K

Comparison

24%

“You're not alone...

together, we stand strong.”

CTR

Last Month 0.10%

Difference

The month before

0.02%

0.12%

SOURCE:

Comparison

17%

H ourly I mpression P erformance D etails From Sep 01, 2023 to Sep 30, 2023

0 1 2 3 4 5 6 7 8 9

163.5k 192.5k 169.1k 159.3k 166.4k 189.7k 240.3k 196.4k 178.3k 180.3k 177.4k 172.2k 165.1k 173k 155.1k 163.5k 152.6k 148.6k 149k 143.1k 144.8k 135.9k 131.7k 98.7k

10 11 12 13 14 15 16 17 18 19 20 21 22 23

50k

100k

150k

200k 250k

D aily I mpression P erformance D etails From Sep 01, 2023 to Sep 30, 2023

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

540.2k 540.1k 531.9k 530.3k 498.4k 628.1k 641.6k

50k

100k 150k

200k 250k

300k

350k

400k 450k

500k 550k

600k 650k 700k

www.umadaop.org

D evices and D omains SOURCE: From Sep 01, 2023 to Sep 30, 2023

DEVICE MAKE:

1,312,938

59,382

736,635

23,210

302,709

17,066

137,956

9,371

122,321

8,922

2.5M

2.6M

1.5M

500K

Tablets 159.3k

130.2

26.4

Connected TV Desktops...

Mobile

Undeclared

A pps P erformance From Sep 01, 2023 to Sep 30, 2023

SOURCE:

Domain Reporting Name

Impressions

Pluto TV Roku

368,766 312,627 195,625 74,568 59,089 55,609 39,471 37,607 28,838 28,380 28,040 27,202 24,000 23,657 23,151

Samsung TV Plus Private Browsing Metrozone SmartNews Solitare Jigsaw Puzzles

Happy Color Wordscapes

Cricket Mobile Atmosphere TV Word Jam

TextNow Whisper www.umadaop.org

C reative P erformance by city SOURCE:

Geography City

Zip

Impressions

Clicks

CTR

Cleveland

44102

101,136

0.07%

Cleveland

44109

86,357

0.09%

Cincinnati

45219

80,879

0.05%

Lorain

44052

77,843

0.07%

Mansfield

44903

75,267

0.07%

Defiance

43512

75,084

0.06%

Elyria

44035

65,427

0.06%

Youngstown

44509

65,071

0.05%

Dayton

45406

63,717

0.05%

Columbus

43224

59,261

0.07%

Toledo

43605

59,114

0.08%

Dayton

45417

56,371

0.08%

Columbus

43215

51,261

0.04%

Mansfield

44906

51,118

0.05%

Mansfield

44907

49,157

0.06%

TOTAL

3,910,563

2,995

0.08%

by ad

Impressions

Clicks

CTR

UMADAOP African American GIF SM

1,055,652

1,092

0.117%

UMADAOP Hispanic GIF SM

1,037,946

1,111

0.117%

UMADAOP African American GIF LG

131,620

135

0.10%

UMADAOP Hispanic GIF LG

135,522

123

0.09%

UMADAOP One Pill Can Kill

97,865

0.00%

Reported From Sep 01, 2023 to Sep 30, 2023

THINK, ACT, LIVE one pill can kill

www.umadaop.org Because life is better with you here.

• Each UMADAOP organization received the following: *Literature from PTR Press (Vendor) *Church Fans *Paper Coasters *Additional Brochures •Each UMADAOP received a total of 19,200 pieces to distribute. (Grand Total of all marketing pieces is 211,200). E vents &M aterials D istributed etc .

•All the literature was customized with QR Codes and business information for each UMADAOP organization, and also shipped to each location directly.

www.umadaop.org

Cincinnati Mansfield

Calendars: 250

Fentanyl Brochure

2,000 Cocaine Brochure

Heroin Brochure

Document Total

2,421

1,993

2,257

RX Pain Killers Brochure

Total QTY Events

Toledo

202

2,905

450 Magazines

2,000 Suicide Brochure

1 Pill Can Kill Brochure

Church Fans

Staff Hours

Community Alert Brochure

Coasters

6,000

510.5

2,410

1,000

Calendars 1,550

Cincinnati Youngstown

Calendars: 250

E vents &M aterials D istributed etc . continued...

Fentanyl Brochure

500 Cocaine Brochure

Heroin Brochure

Document Total

4,150

12,425

2,225

RX Pain Killers Brochure

Total QTY Events

Akron

950

100 Magazines

500 Suicide Brochure

Church Fans

1 Pill Can Kill Brochure

Staff Hours

Community Alert Brochure

Coasters

Calendars 250 2,075

640

3,825

650

Cincinnati

Calendars: 250

Cleveland

Calendars: 1,000

Fentanyl Brochure

0 Cocaine Brochure

Heroin Brochure

Document Total

780

5,310

780

Cleveland Hispanic

RX Pain Killers Brochure

Total QTY Events

780

50 Magazines

0 Suicide Brochure

1 Pill Can Kill Brochure

Staff Hours

Community Alert Brochure

Coasters

780

Church Fans 690

780

720

E vents &M aterials D istributed etc . continued... Columbus Calendars: 100

Fentanyl Brochure

1,000 Cocaine Brochure

Heroin Brochure

Document Total

6,606

33,300

4,843

RX Pain Killers Brochure

Total QTY Events

Dayton

146

5,328

100 Magazines

1,000 Suicide Brochure

1 Pill Can Kill Brochure

Staff Hours

Church Fans

Community Alert Brochure

Coasters

Calendars 250 2,765

543

8,906

1,900

7,952

Fentanyl Brochure

500 Cocaine Brochure

Heroin Brochure

Document Total

9,600

43,975

6,600

RX Pain Killers Brochure

Total QTY Events

Lima

8,250

100 Magazines

500 Suicide Brochure

1 Pill Can Kill Brochure

Staff Hours

Church Fans

Community Alert Brochure

Coasters

Calendars 250 7,275

458.5

7,350

7,650

Lorain

Calendars: 850

Each UMADAOP Agency Hours Assigned, Completed, Number of Events & Number of Outreach Workers

UMADAOP TOTALS

Hours Assigned: 6,895 Hours Completed: 6,895 # Of Outreach Events: 1,391 # of Outreach Workers: 109

Hours Assigned & Completed: 640/640 # of Outreach Events # of Outreach Workers 20 5 Hours Assigned & Completed: 640/640 # of Outreach Events # of Outreach Workers 38 38

Hours Assigned & Completed: 1,639/1,639 # of Outreach Events # of Outreach Workers 497 20 Hours Assigned & Completed: 64/64 # of Outreach Events # of Outreach Workers 20 7

Hours Assigned & Completed: 560/560 # of Outreach Events # of Outreach Workers 10 7

Hours Assigned & Completed: 543/543 # of Outreach Events # of Outreach Workers 120 7

DAYTON

Hours Assigned & Completed: 458.5/458.5 # of Outreach Events # of Outreach Workers 50 3

Hours Assigned & Completed: 982.5/982.5 # of Outreach Events # of Outreach Workers 335 10 Hours Assigned & Completed: 644.5/644.5 # of Outreach Events # of Outreach Workers 56 3

Lorain UMADAOP

Hours Assigned & Completed: 510.5/510.5 # of Outreach Events # of Outreach Workers 199 6

Hours Assigned & Completed: 213/213 # of Outreach Events # of Outreach Workers 46 3

The data being reported during this stage of the campaign does not include the number of print media ads or local radio ads purchased by each of the individual UMADAOP organizations. A bout T he “T hink , A ct & L ive ” C ampaign Progress Report as of August 23, 2023

T argeted Z ip C odes : Details:

•The number of zip codes impacted by the campaign is 85.

L inear & D igital TV: Details:

•178,571 (30 second) commercials over 4 months per UMADAOP location in targeted zip codes for specific demographics. •1,958,135 commercials run as of August 23, 2023. •An additional commercial was created for the Cleveland Hispanic UMADAOP to serve their Spanish speaking populations. •Streaming platforms: Peacock, Plex, Tubi, PlutoTV, Freevee, and Sling TV Freestream. •Programming Networks: ESPN, BET, TNT, OWN, FX, USA, Comedy Central, VH1, and Hallmark Movies & Mysteries.

D igital A dvertisements : Details:

•625,000 (ads) over 4 months per UMADAOP location in targeted zip codes for specific demo - graphics. •6,051,313 ads viewed as of August 23, 2023. •All ads are available in English and Spanish ver- sions.

T hink , A ct & L ive one pill can kill Because life is better with you here.

Illicit fentanyl was involved in 81% of 2020 overdose deaths in Ohio.

umadaop.org

CONTINUE REPORT...

N ew F ederation L ogo & W ebsite L anding P age Details: •135,000 visits to the landing page as of Au- gust 23, 2023. •The campaign required a new Federation logo be created for marketing purposes.

•The website landing page was created to facilitate cross-com- munication between all of the UMADAOP organizations to en- able social media posts, content creation, and other elements of the marketing campaign for each of the UMADAOP organizations.

T hink , A ct & L ive K now T he REAL One Pill Can Kill

"United hearts beat stronger, always looking out for each other."

A bout T he

“T hink , A ct & L ive ” g

C ampaign C ontinued .. Progress Report as of August 23, 2023

S ocial M edia C ontent & QR C odes : Details:

•Created three (3) social media posts that were targeted by locations and zip codes. •Created two 30-minute YouTube videos on substance use disorder and mental health, featuring Michael Johnson, MSW. •A dynamic QR Code was created for the UMADAOP Federation logo that was integrat- ed into the campaign website landing page and it also directs queries to each of the UMADA- OP Federation organization websites. •Social Media data will be collected from each of the UMADAOP organizations for the end of campaign reporting. •Social Media Platforms: Facebook, Instagram, and X (formally known as Twitter).

B illboard C ampaign : Details: •The billboard campaign was created to enable electronic billboards to be displayed in each of the 11 cities where UMADAOPs are located. •Analytic reach data will be provided during the final report for the campaign.

Think, Act & Live

Campaign Overview

Advertising

Professional Fees

Personnel: $193,188

Printing: $25,000

Professional Fees: $563,932

Administrative: $115,000

Advertising: $852,880

UMADAOP’s: $366,400

Think, Act & Live ONE PILL CAN KILL

UMADAOP offers a path to recovery utilizing the power of group therapy. Your journey to recovery begins with us – because together, we heal. Call now to take the first step toward a brighter, sober future." (419) 255-4444

www.umadaop.org

Embracing Our Collaborative Strength

UMADAOP Federation “Your Partner in a Stronger Community”

Call: 419.255.4444

www.umadaop.org

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