Unclaimed Property Roadshow 2017 Recap

Goal of Campaign: Promote Unclaimed Property and help Tennesseans find missing money

Messaging: The Division of Unclaimed Property, a consumer protection program of the

Tennessee Treasury is coming to a town near you to see if you have missing money. Search
ClaimItTN.gov Click…Search…Claim [Most of our messaging will be specifically targeted at
the individual fairs and include dates explaining when and where]

Strategy: Members of Unclaimed Property and Communications will attend local fairs and
festivals to provide access to Tennesseans to search the database for friends & family and find
their missing money.

Audience: Tennesseans in targeted counties who are missing money, people who are unaware
of the program.

Components:

1. Branding Materials

a. Created uniform polo for all employees working stand

b. Created pens to write specific claim information while at booth and utilize as a
takeaway item

c. Banner and table cover at booth

2. Events

a. Delta Fair—Memphis

i. Expected attendance 25,000/daily

ii. 259 total claims over the weekend

b. Tennessee State Fair—Nashville

i. Expected attendance 12,000/daily

ii. 1,383 total claims over the weekend

c. Hamilton County Fair—Chattanooga

i. Expected attendance 20,000/daily

ii. 469 total claims over the weekend

d. Dyer County Main St Fall Festival—Dyersburg

i. Attended Sept. 30th

 ii. Expected attendance 2,000

iii. 210 total claims over the weekend

e. Newport Harvest Street Festival—Newport

i. Attended October 7-8

ii. Expected attendance 6,000/daily

iii. 305 total claims over the weekend

3. E-mails

a. To Legislature from Treasurer

i. Sent on Sept. 7th at 5:05 p.m.

ii. 44 opens (52%)

iii. 13 unique clicks (30%)

4. Paid Social Media Advertising

a. Facebook

i. $1,000 spent to target individuals based on location

ii. Each fair had $200 to spend on a campaign that ran for a week

iii. 179,100 total reach with paid posts

iv. 1,249 total clicks with paid posts

v. 382 total interactions with paid posts

5. Organic Social Media

a. Big presence on day of each event with photos from event site (add in
interaction)

i. Facebook

1. 25,838 total reach with organic posts

2. 851 total clicks on organic posts

3. 366 total interactions on organic posts

4.277 new likes throughout

September

5.3% increase in page views as

compared to August

6.138% increase in total reach as

compared to August
 ii. Twitter

1. 15,079 total reach with organic posts

2. 672 total engagements with organic posts

3. 69 new followers in September

4. 52% more impressions as compared to August

6. Press Release

a. Statewide

i. Sent on Sep. 8, 2017 at 11:13 a.m

ii. 162 opens (28%)

iii. 2 unique clicks (1%)

iv. Print Coverage from 2 sources

1. Winchester Herald Chronicle

2. Citizens Tribune (Morristown)

b. Local — targeted at media in primary and surrounding counties week of event.

The releases were followed up with direct calls from Jake to the newsroom the
day before the event.

i. Delta Fair

1. Sent on Sept. 7, 2017 at 10:06 A.M.

2. 12 opens (26%)

3. 1 unique click (8%)

4. Television coverage from News Channel 3 includes interview with

Erin

ii. Tennessee State Fair

1. Sent on Sept. 13, 2017 at 11:03 A.M.

2. 17 opens (25%)

3. 0 unique clicks (0%)

4. Television coverage from WKRN includes interview with Gillian

iii. Hamilton County

1. Sent on Sept. 20, 2017 at 11:19 A.M.

2. 11 opens (28%)

3. 3 unique clicks (27%)

 4. Print Coverage from 5 sources

a. Times Free Press

b. Nooga.com

c. New Channel 9

d. WRCB TV

e. The Chattanoogan

5. Television coverage from News Channel 9

iv. Dyer County Fall Festival

1. Sent on Sept. 26, 2017 at 10:00 A.M.

2. 10 opens (37%)

3. 1 unique click (10%)

v. Newport Harvest Street Festival

1. Sent on Oct. 2, 2017 at 10:31 A.M.

2. 19 opens (35%)

3. 4 unique clicks (21%)

7. Website (claimittn.gov)

i. Total traffic to website increased by 32% during the fair time frames,
reaching a total of 135,694 visitors

ii. 75.06% of all visitors to the site during the fair time frame were
classified as new (101,846)

iii. The third highest number of visits in a single day in 2017 occurred
during the fair time frame (10,483 on September 20th 2017)

iv. TV coverage helped draw significant visitors

1. WRCBTV was the 6th largest referral source to claimittn.gov

throughout the fair time frame bringing 8,818 visitors to the site

2. WKRN was the 8th largest referral source to claimitntn.gov

throughout the fair time frame bringing 4,036 visitors to the site