Case Study – Alzheimer’s Association

Challenge
The Department of Health & Human Services (HHS) called on the Alzheimer’s Association to solicit feedback from caregivers and disease sufferers on the first draft of the National Alzheimer’s Plan.  Although implemented by Alzheimer’s Association, all feedback generated by the campaign, called “The National Alzheimer’s Project: From Act to Action,” was shared with HHS to help guide final implementation of the Plan.  The goal was to solicit as much feedback from those affected by the Plan as possible within a limited timeframe.

Approach
Although Alzheimer’s Association already had a comprehensive website in place, the call to action around getting feedback on the National Alzheimer’s Plan draft was getting lost amid all of the other information and advocacy issues being promoted on the main website.

 

Beekeeper Group created a customized microsite that mirrored the look and feel of the existing website, but with a single focus — encouraging people to submit their feedback on the Plan.

This microsite is built on WordPress and integrated with Convio. It features a custom-built event zip code search that allows visitors to find how they can become involved offline at the local level.  The site also has a custom-built “share your story” submission form that integrates with Convio to allow users to share their feedback. The microsite efforts were supplemented by listening sessions conducted by local chapters around the country for additional media and website visibility.

Results
In addition to inspiring significant website traffic to the new microsite, over 7,000 people shared their input, experiences, and concerns through the effort, greatly exceeding both the Association’s and HHS’s expectations. From that input, 10 major challenges emerged to be addressed in the National Alzheimer’s Plan by HHS.

Beekeeper’s efforts on the microsite were awarded a Pollie (American Association of Political Consultants) and a nomination from the Holmes Report Sabre awards to be awarded in early May 2012.