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Benefits of the WIC NationalMedia Campaign2018 NWA Annual Conference

WIC National Media Campaigncase studyObjectives Increase enrollment of WIC eligible moms Retains moms and children in the WIC program Increase positive perception of WIC Create national brand recognition

case studyMagazinePrint MediaDigital AdvertisingMoms can be superheroes too. At WIC, we have the resources, knowledge, andtools to help you soar. #supermom #WICLocal Activation ToolkitCentral Website & Text-toEnrollHCPAdvertisingTargetedSocial MediaPoint of CareMedia/Literature

Central Website & Text to Enrollcase studySignUpWIC.com, 1-844-601-0366 and Text-to-Enroll

case studyPrint Media AdsPrenatal and postnatal versions in English and Spanish Countdown (Circ Per Issue: 1,000,000) Parents (Circ Per Issue: 2,200,000) Fit Pregnancy and Baby (Circ Per Issue: 2,000,000) Parents Latina (Circ Per Issue: 700,000) Ser Padres Espera (Circ Per Issue: 500,000) Ser Padres Bebe (Circ Per Issue: 600,000) Parents: The First Year (Circ Per Issue: 1,000,000) Ser Padres (Circ Per Issue: 850,000)

Local Activation Toolkitcase studyPrint Advertisements Printer-ready files for advertisements that will be placed locally by individualagencies in their territories (provided in English and Spanish)Posters: Printer-ready files for posters to be printed locally by individual agencies anddisplayed in local venues (provided in English and Spanish)Facebook Posts: 65 Facebook posts in English and Spanish for agencies to use throughout theyear to promote WIC services and content (quarterly roll-out) Includes high-res images featuring layered copy designed in the official WIC fontInstructions: Detailed instructions for each component so local WIC employees know how tobest use each toolkit component

Point of Care Enrollment Literaturecase studyPrenatal and postnatal brochuresdistributed through: OB/GYN officesMaternity wardsPediatrician officesHead StartIndian Health Services (IHS) Total Circulation: 3,700,000

Paid Social Mediacase studySponsored Facebook Posts: Highly targeted “Sponsored Posts” Reaching low income expectant andnew moms We are still able to reach this demographicwith a HHI under 40,000 In both English and Spanish Promoting WIC enrollment within theFacebook feed.

HCP Trade Advertisingcase studyProfessional/Trade AdvertisingContemporary OB/GYNContemporary PediatricsAmerican Academy of PediatricsNursing for Women’s HealthDirect Mail campaign to all

Digital Advertisingcase studyA programmatic campaign that defines andtargets the WIC audience across digitalchannels through multiple tactics (includingbehavioral targeting, remarketing and social),and drives moms along the path toenrollment

Positive Perception of WICResearchConducted by:

Objective & MethodologyObjective: Advertising recall, engagement & actions takenSample Design: Each wave targeted members of Meredith’s We KnowWomen consumer panel who read Parents, Fit Pregnancy and Baby, ParentsLatina, and/or Ser Padres.Wave 1:o February 2017Wave 2:o June 2017Source: 2017 Meredith WIC Advertising Effectiveness StudyWave 3:o November 2017

Creative Units TestedMeredith Custom Solutions designed and executed each print ad.Source: 2017 Meredith WIC Advertising Effectiveness Study

Which Ad Performed Better?Source: 2017 Meredith WIC Advertising Effectiveness Study

10 Pts.For AdRecall fromWaves 1-3Source: 2017 Meredith WIC Advertising Effectiveness Study

Summary: Key Survey e of WIC8 Million Women, Infants andChildren Receive WIC Benefits1st Wave Non-RecallersSource: 2017 Meredith WIC Advertising Effectiveness StudyContacted/Recommended/UsedWIC In Past Year2nd Wave Ad RecallersInterested in Learning More AboutWIC3rd Wave Ad Recallers

WIC Advertising Effectively CapturesAttention, Informs and Engages ReadersTestimonials from the beginning to the end of the campaign:“The WIC ad grabs my attention; I would stop and look at it”“The WIC ad is believable, I trust the information”“I really like this ad for WIC”“Is informative, communicates new information”“Is relevant and written for someone ‘like me’”“Makes readers more likely to recommend WIC to others”Source: 2017 Meredith WIC Advertising Effectiveness Study

WIC Ads Outperform Other AdsCompared to other ads you’ve seen in our magazine, what did you think of this ad? Why?Showing parents that their kids believe inthem and depend on them. And that withWIC, you have help.Because it shows a Latina mom withyour young child which I stronglyidentified with.It is simple and easy to understand.It provides positive reinforcement tomothers who often needencouragement. It’s a cute picture.When I had my daughter, I was a young single mothermaking very little money. I used WIC for a couple of yearsand was so happy to have the help, at a time in my lifewhen my child really needed it. I think this ad helps takesome of the stigma out of using the program.I like seeing how engaged mothers and theirchildren are. It’s eye catching and speaks thetruth. WIC is a fantastic program.I love that it’s real. It shows a mom bondingwith her baby and encouraging the mom notonly to use WIC but that she is doing a great jobas a mother.Source: 2017 Meredith WIC Advertising Effectiveness StudyI love the photo of mom and her son with hishand lovingly on her pregnant belly. It draws myattention and then I see it’s WIC. It’s a good ad.It’s encouraging, relatable andoffers help. Also explains WIC assimple as possible.

WIC Ads Outperform Other AdsMost ad recallers describe the WIC advertising as “better than other ads” they seein Parents, Ser Padres, Parents Latina, and Fit Pregnancy and Baby.1st WaveAd Recallers2nd WaveAd Recallers3rd WaveAd RecallersBetter than other ads54%53%53%About the same42%47%45%Worse than other ads4%02%Source: 2017 Meredith WIC Advertising Effectiveness Study

WIC is Widely Known and Positively Perceived by ReadersAwareness of WIC has remained stable while perceptions have increased significantly wave-to-wave.Which of the following organizations have you everheard of that provide food and nutritional support formoms, caregivers and young children?WIC (The Special SupplementalNutrition Program for Women,Infants, & Children)95%90%95%64%51%49%56%59%64%National School Lunch Program51%48%51%61%59%62%Head StartSave the Children83%76%75%79%69%65%SNAP (Supplemental NutritionAssistance Program)TANF (Temporary AssistanceFor Needy Families)Based on anything you have experienced, seen or heard,how would you describe your overall opinion of each of thefollowing organizations? (Favorable Impressions Plotted)50%46%37%14%23%14%Source: 2017 Meredith WIC Advertising Effectiveness Study48%47%48%35%34%26%10%16%11%

Reader Familiarity with WIC Benefits Continues to Grow% Who Agree With Statements Based on Anything Experienced, Seen orHeard1st WaveNon-Recallers2nd WaveAd Recallers3rd WaveAd RecallersBasis PointChangeWIC provides healthy food, nutrition education, and breastfeedingadvice84%92%96% 12WIC is a trusted organization81%91%91% 10WIC provides personalized support for today's moms with youngchildren75%88%90% 15WIC addresses the barriers to breastfeeding by offering education,support, and role modeling67%86%88% 21WIC is dedicated to helping all types of caregivers including dads,foster parents, grandparents, etc.58%77%87% 298 million women, infants and children receive WIC benefits63%81%85% 22WIC is the nation's most successful public health nutrition program56%77%83% 27Source: 2017 Meredith WIC Advertising Effectiveness Study

Paid Facebook Media Testing

Breakdown of a Sponsored PostSocial CopyHeadlineCall To Action

Which Post Resonated Better?

WIC Facebook TestingSocial Copy: Empowerment vs. Helping HandTests 1-4Empowerment Messages: Helping Hand Messages:Headline: Headline: Invincible! We’re Here to Help Nothing is Impossible Set Them Up For LifeSocial Copy: You can do this. We can help. We'llprovide the guidance and financialsupport that you and your babydeserve. Because your family comes first, letus support you in their developmentwith nutrition and expert guidance. Be the superhero they see in you.Tap into our available resources foryour family's health and nutrition.*Each test lasted 2 weeks. Social Copy: WIC provides a community ofsupport to help your family get thehealthy food it needs. Contact us to receive food,nutritionists' guidance, and otherfree services for you and yourfamily. Their well-being is our priority, too.Let us help your family growhealthy and strong with nutritiousfood and expert guidance.Results: Empowerment message performedsignificantly better

WIC Facebook Testing Test 5: Call to Action Learn More vs. Apply Now RESULT: “Apply Now” performed significantly better Test 6: Emojis in Social Copy vs. No Emojis RESULT: The social copy without emojis performed better Test 7: Image of Just Child vs. Image of Mom and Child RESULT: Image of Mom and Child performed significantly better*Each test lasted 2 weeks.

WIC Facebook Testing Test 8: WIC Fact vs. General Copy WIC Fact: WIC helps kids prepare for school: kids who've receivedWIC benefits show improved intellectual development. General Copy: We care about fueling healthier families. Test 9: WIC Fact vs. WIC Mom Testimonial*Each test lasted 2 weeks. WIC Fact: WIC has been shown to yield better birth outcomes;increase key nutrients in the diet; and help ensure adequate growthand development. WIC Mom Testimonial: “WIC has meant support in my journey tobecoming a mom” – WIC Participant, FL. *Currently being tested

PAID FACEBOOK SOCIALPERFORMANCE OVERVIEWResults: The last two rounds delivered the largest reach, impressions, interactions and clicks of the program, with more than 1.8 millionimpressions that reached more than 600k qualified users in four weeks.Learnings: Positive Message vs Program Facts: Facts outperformed positive messaging. Fact vs Quote: Quotes from real program participants are outperforming facts on the program by more than double!Optimizations: MXM recommends the inclusion of a Facebook Pixel on signupwic.com to better track conversions coming from Facebook. Expanding the Facebook program to include video will improve the program's reach and learnings due to the latest FB algorithmupdate, and potential segment saturation of the previous ad formats.

PAID FACEBOOK SOCIALPERFORMANCE OVERVIEWKPI SUMMARYTargetFlight DatesClicksReachImpressions5/5/17 - 5/20/177,079150,021376,8915/5/17 - 5/20/173,41565,918268,9555/20/17 - 6/2/17102,896108,0955/20/17 - 6/2/171637,33542,3955/20/17 - 6/2/173,07678,389172,244Round 2 - Hispanic Market (click-to-call)5/20/17 - 6/2/1790638,60694,355Round 3 - Hispanic WEST (helping hand)6/3/17 - 6/16/171,02124,87488,869Round 3 - Hispanic EAST (empowerment)6/3/17 - 6/16/171,01024,14380,899Round 3 - Gen Market WEST (helping hand)6/3/17 - 6/16/172,11941,959108,9566/3/17 - 6/16/173,66070,610180,7606/17/17 - 6/30/171,01124,99581,233Round 4 - Hispanic EAST (helping hand)6/17/17 - 6/30/171,01826,06581,959Round 4 - Gen Market WEST (empowerment)6/17/17 - 6/30/172,88158,660165,953Round 4 - Gen Market EAST (helping hand)6/17/17 - 6/30/172,76176,284174,713Round 5 - Hispanic West (copy first)7/1/17 - 7/21/1797234,468105,5767/1/17 - 7/21/1778632,869110,7707/1/17 - 7/21/171,92787,876176,166Round 5 - Gen Market WEST (copy first)7/1/17 - 7/21/172,92381,495186,953Round 6 - Hispanic Market East (Apply Now)7/22/17 - 8/11/1796943,252133,4107/22/17 - 8/11/1768836,229120,2057/22/17 - 8/11/171,16384,373213,1987/22/17 - 8/11/171,12277,225185,223Round 1 - General MarketRound 1 - Hispanic MarketTestingN/ARound 2 - Gen Market (click-to-call)Round 2 - Hispanic Market (click-to-call)Round 2 - Gen Market (click-to-call)Round 3 - Gen Market EAST (empowerment)Round 4 - Hispanic WEST (empowerment)Round 5 - Hispanic East (Image First)Round 5 - Gen Market East (Image First)Round 6 - Hispanic Market West (Learn More)Round 6 - Gen Market East (Apply Now)Round 6 - Gen Market - West (Learn More)Ad TypeToneFormatCTA