In last week’s update, I shared how your generosity has enabled the sustained expansion of our OAASYS (On-demand Alternatives to Abortion SYStem) service. OAASYS currently places Emergency Response Google ads in 12 of the Top 20 cities in the United States, and places Education and Awareness video ads in all 20 of the Top 20 cities.

To effectively counter Planned Parenthood’s marketing programs, it is essential to establish OAASYS service in heavily populated cities. Remember that approximately 50% of all Google searches for information about how to get an abortion occur in only 20 cities.

However, it is not sufficient to simply establish an advertising presence in those cities. Establishing a presence is just a start. We must also make sure that, over time, OAASYS places Emergency Response Google ads next to Planned Parenthood ads for every Google search made in those cities, 24/7/365.

Achieving that level of advertising is what our team at Heroic Media calls “advertising at 100% capacity.” To illustrate how this works in a given city, recall that, every day, there will be a number of young women in that city who will do Google searches on their smartphones. If OAASYS places Google ads for every search made in that city, our team knows from historical metrics approximately how many women will respond to those ads. Each time a woman responds to an ad, Google charges money for that response. Therefore, advertising at 100% capacity requires a budget sufficient to cover the total cost of all Google ad responses in that city each day.

Our Vision 2020 is that, by the end of the year 2020, and sooner if possible, OAASYS will place an ad next to a Planned Parenthood ad for every Google search made for information about how to get an abortion, in every city in the United States. The required budget to achieve that vision, advertising at 100% capacity nationwide, is approximately $9 million per year.

Our team at Heroic Media is grateful for your generosity that is helping us move closer to achieving Vision 2020!

 

Brett Attebery

Brett Attebery

Executive VP of Marketing and COO at Heroic Media
Brett joined the Heroic Media team in February 2015, bringing 25 years of marketing experience. He developed and launched marketing programs for a $6 billion global consumer telecommunications products manufacturer as well as for entrepreneurial-driven small companies and start-ups. He has over 10 years of internet marketing experience developed while building a six-figure instructional video website business from the ground up. He also co-developed several online marketing courses that are offered by a prominent cable TV program.
Brett Attebery

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