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Parenting for High Potential

Parent Engagement & ROI Analysis

Presented by Kathleen Nilles

Parent Services & Communications Manager

PHP Engagement & ROI Analysis 1 September 2014

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PHP Engagement & ROI Analysis 1 September 2014

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Situation Analysis & Rationale
In her inaugural year of service as the NAGC Parent Services & Communications Manager, Kathleen Nilles has been collecting both quantitative and qualitative data to determine the effectiveness of the format and delivery mechanisms for Parenting for High Potential magazine. While there is no doubt that PHP delivers high-quality, research-based content, there is concern that the current publishing format may not be reaching as many parents and caregivers of gifted and high-ability children as possible.
Open rates for digital issues are declining, while parent engagement through social media is increasing. Parents have requested content in more bite-sized, easy-to-digest vehicles to match their current lifestyles (i.e. read on mobile devices, in short bursts). In addition, experience has found that national partnership organizations are less likely to distribute entire issues of PHP, but are willing to distribute pertinent single articles or provide hotlinks to specific articles on the NAGC web site.
Kathleen is proposing that NAGC revisit publishing format, frequency, and delivery mechanisms of parent-related content to:
·  Increase parent engagement by providing more frequent, predictable touch points
·  Increase open rates of PHP articles by packaging in more digital-friendly formats
·  Create a system for repurposing and repackaging articles on Facebook, Twitter, NAGC web site, and partner distribution channels
·  Increase value to state and local affiliates and parent groups, a key channel for disseminating NAGC information
·  Increase visibility for PHP and related content to audiences outside of NAGC core membership
·  Create more available time for Kathleen to focus on strategic projects with high-impact to parent audiences
Parent Audience Engagement Data
NAGC Parent Members / PHP Digital Issue Stats / Web/Social Media Followers**
July
2013 / June
2014 / April
2013 / April 2014 / Media / July
2013 / July 2014
529 / 372 / Delivered* / 1,631 / 1,333 / Facebook PHP / 2,640 / 3,016
253 Parent Affiliate ($15) / 173 Parent Affiliate ($15) / Opened e-mail / 690 / 615 / NAGC Facebook / 1,647 / 3,154
276 Parent Associate ($30) / 199 Parent Associate ($30) / Actual issue visited / 341 / 287 / NAGC Twitter / 2,761 / 4,970
PDF downloads / 24 / 14 / NAGC LinkedIn / 1,910 / 2,475
Clickthroughs / 45 / 37
*PHP has the same distribution reach both digitally and via print. Some members pay to receive both PHP and THP, thus the distribution quantity is approximately 900 units higher than the total number of parent-only members.
** In one year, NAGC experienced an increase of up to 90% social media followers, while a 15% decline in PHP digital issue visitors and a 42% decline in PHP downloads from 2013-14. As of September 2014, PHP Facebook page has 3,057 “Likes,” up 16% from 2013, with an average reach of 1,500 per posting.
PHP Current Content & Production Data
PHP Content Data
Number of issues per year / 8
Print / March, June, September, December
Digital / January, April, July, October,
Number of articles per year (average) / 32
Annual PHP Production Cost Analysis (16-page issue)
Annual Revenue / Annual Expenses
Print (4) / Digital (4)
PHP Advertising Revenue* / $8,000 / Designer / $12,000 / $12,000
2013-14 Parent Membership Revenue / $13,151 / Copy Editor / 1,400 / 1,400
Printing/Handling & Mailing / 10,200
Plus 50%-60% Nilles staff time to manage / 14,000 / 14,000
Total Annual Revenue / $21,151 / Total Expenses / $37,600 / $27,400
*PHP full page ad rate: $600-900 pp
Alternate PHP Publishing Model
Summary: Enhance parent outreach by expanding PHP brand to include a 10-12x year digital article (called PHP2Go), complemented with the traditional PHP quarterly print magazine.
Concept
·  Mobile PHP2 Go “hot sheets” emailed to members 10x year. Format would include mobile-ready articles to be read on smart phones, tablets, laptops, and computers. Each article would be approximately 500-1,000 words in length, accompanied by a how-to list, script, or action plan to help parents implement strategies effectively. (Total pages: 3-4; one advertiser per issue) Delivery via mobile devices to members.
·  Articles posted to general public via Facebook, Twitter, website 30-60 days after member distribution
·  Traditional PHP produced quarterly (16 pages; 4 articles each; 4-6 advertisers)
Content
·  PHP2Go “hot sheets” contain refreshed NAGC content from Mile Marker, CHP, PHP (As managed by graduate student reaching out to authors for updates, with supervision from Nilles)
·  PHP print edition managed by Nilles, similar to current process—new, fresh, peer-reviewed content based on current research, best practices, or latest theories
·  Reduces total articles PHP-branded articles from 32 articles/year to 28 articles/year
Benefits
·  Dramatically Increases parent-focused content touch points from 8x/year to 14x/year
·  Delivers content in mobile, digital format—as parents have been requesting
·  Projected reduction in Nilles management time, enlisting graduate student assistance for PHP2Go, to free up Nilles for other strategic projects.
Income/Expense Ramifications
·  No change to existing budget. Redeploys design resources from 4 digital PHP issues across entire year of monthly PHP2GO
·  Advertising impact: Potential uptick in advertising income: Solicit one sponsor for each PHP2GO (10x$650), and continuing advertisers for PHP quarterly print (4x$1,500). Projected income increase approximately $4,500.
Forward Thinking
·  How to further extend distribution within state affiliates and parent groups. Estimated 8,000-10,000 untapped parents and caregivers via state affiliates.

PHP Engagement & ROI Analysis 1 September 2014