What are our marketing goals?
• Recruit participants
• Develop partnerships
• Attract researchers
• Engage/retain participants
• Generate support
“Unless we as parents tell the researchers
what is specific to our child – how will they
know? They don’t live with the children,
they don’t see them everyday.”
Who are we targeting? Primary: • Individuals with an ASD • Legal guardians of individuals w/ an ASD • Research community
Secondary: • Extended family of an individual with an ASD • Caregivers of an individual with an ASD • Medical community • Educators
Tertiary: • Public policy makers • Public-at-large
“If I Could Do One Thing”, IAN Parents Video
PSA/Ad Campaign
Collateral & Event Materials
Online Campaign
We All Have Questions. Together We’ll Find Answers.
What are we saying?
Campaign Development
How are we reaching them?
• Online Marketing
– Search Engine Marketing Google AdWords & Content Network Facebook Advertising
– Reciprocal Links
• Social/Viral Marketing – Social Networks – Video Sharing
• Partnership Marketing
• National Awareness Campaign – Television and radio PSAs – Autism Trade Advertising
• National PR/Media Relations
Event Participation
National PSA Campaign:
• Radio PSA has aired over 20,000 times, across 50 different markets • TV PSA has aired a total of 1,937 times
32,000,000+ Impressions
How are we reaching them?
How are they finding us?
Increased Online Engagement:
Impact of Online Engagement:
• 37.2% referrals IAN from AS website
• 28.9% of traffic from AS homepage
• 8.2% of traffic is from AS subpages
Ongoing Promotion
on AS website
Online Pubs & Blogs
Email Marketing
Event participation
Viral & Social Marketing
Advertising& PSA Package
Partnership Marketing with Autism Speaks
How are they finding us?