OCTOBER 10, 2019

F Y 1 9 A N N U A L D I G I T A L R E C A P

INNOVAGE
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01
CONTENTS PURPOSE & KEY TAKEAWAYS

02
FY19 DIGITAL REFRESHER

03
ENROLLMENT-ORIENTED LEARNINGS

04
ADDITIONAL LEARNINGS

05
AUDIENCE INSIGHTS

06
SUMMARY
APPENDIX INCLUDES RAW ENROLLMENT-ORIENTED ACTION DATA
P U R P O S E D R I V E S I M P A C T . I M P A C T R E W A R D S P U R P O S E .
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01
PURPOSE
To recap FY19 digital campaign performance and review
top engaging audiences, as well as provide insights and
recommendations for the FY20 campaign.

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OVERVIEW OF FY19 LEARNINGS

‣ Paid media is working extremely hard and its impact on on-site action is
vast
‣ The traffic paid media drives to the site is comprised of users who are
interested, engaged, and taking action that is likely to result in
enrollment
‣ Improvements and updates made to the FY19 plan created substantial
year over year enrollment-oriented action increases in all established
markets
‣ While many media channels activate different levels of the sales funnel
from awareness to action, paid search and display are the channels that
drive the lowest-funnel engagement (qualifier tool submissions)

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OVERVIEW OF FY20 REACTIONS

‣ While we are confident in and pleased with the general media strategy
that ran in FY19, small tweaks can help us elevate the plan and reach
our audience in even more impactful ways throughout FY20
‣ Many changes have already been applied to the FY20 annual media
strategy, and we will remain nimble and ready to make more changes
when needed throughout the year
‣ We recommend leaning into periods of need as they arise in each
market. With an open and frequent dialogue about business needs and
situations in each market, we can remain agile, spending lightly when
needs are low and heavying up when needs are high.

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02
FY19 DIGITAL REFRESHER

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FY19 IN REVIEW
JULY AUG SEPT OCT NOV DEC JAN FEB MARCH APRIL MAY JUNE

CO DARK BRIDGE ANNUAL

Colorado

CA DARK BRIDGE ANNUAL

California

RO DARK BRIDGE ANNUAL

Roanoke, VA

PA TRANSITION ANNUAL
Philly

R/P TRANSITION ANNUAL

Richmond/
Peninsula

CV TRANSITION ANNUAL
Charlottesville

ACQUISITION OF NEW CENTER

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TACTICAL OVERVIEW BY MARKET

Pre-Qual.
Display Paid Search Native Pre-Roll/CTV Rich Media Paid Social
Video

CO Full Year Full Year Full Year Full Year - January - April
August -
Colorado January

CA Full Year Full Year Full Year Full Year

December - December -
Full Year
California February April

RO Full Year Full Year Full Year Full Year - - Full Year
Roanoke, VA

PA Full Year Full Year

Annual Plan Annual Plan December - December -
Full Year
Philadelphia (Nov. launch) (Nov. launch) June June

R/P
Richmond/ Full Year Full Year - Full Year - - Full Year
Peninsula

CV Full Year Full Year

Annual Plan Annual Plan
- - -
Charlottesville (Nov. launch) (Nov. launch)

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OVERVIEW OF OBJECTIVES

BUSINESS OBJECTIVE: MEDIA OBJECTIVES:

Increase PACE/LIFE -Continue to increase awareness
enrollments of InnovAge and PACE/LIFE
-Drive qualified traffic to site
-Drive key enrollment-oriented
actions on site

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DIGITAL KEY PERFORMANCE INDICATORS

Creative Description Primary Objective Primary KPI Benchmark Secondary Objectives

Qualifier Tool
Prospecting Site Traffic Landing Rate 0.05%
Submissions
Display
Qualifier Tool Qualifier Tool
Retargeting Varied Site Traffic
Submissions Conversion Rate

Qualifier Tool
Search Various Site Traffic CTR 1%
Submissions

Qualifier Tool
Native Blog Promotion Site Traffic Landing Rate 0.1%
Submissions

72% (Pre-Roll) Site Traffic,

VCR
Video Singalong Video Awareness 90% (CTV, OTT, Value Qualifier Tool
(Video Completion Rate)
Exchange) Submissions
Site Traffic,
Rich Media Custom Rich Media unit In-unit engagement Engagement Rate 8% Qualifier Tool
Submissions
Site Traffic,
VCR
Singalong Video Awareness 9% Qualifier Tool
(Video Completion Rate)
Submissions
Social
Qualifier Tool
Carousels Site Traffic CTR 1.05%
Submissions
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INCREASING ON-SITE ENGAGEMENT IN ESTABLISHED MARKETS

QUALIFIER TOOL LANDERS QUALIFIER TOOL SUBMISSIONS
FY18 TRACKING BEGAN IN NOVEMBER ‘17 FY18 TRACKING BEGAN IN FEBRUARY ‘18
9,000 500

6,750 375

4,500 250

2,250 125

0 0
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
FY18 FY19 FY18 FY19

471% INCREASE 127% INCREASE

YEAR OVER YEAR YEAR OVER YEAR
3,265 NOV-JUNE FY18 —> 18,650 NOV-JUNE FY19 312 FEB-JUNE FY18 —> 707 FEB-JUNE FY19
COLORADO, CALIFORNIA AND ROANOKE ONLY 11
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03
ENROLLMENT-ORIENTED LEARNINGS
OVERALL ENTROLLMENT-ORIENTED ACTION TRENDS
PAID SEARCH ANALYSIS
DISPLAY ANALYSIS
TRIAL AND ERROR

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OVERALL ENROLLMENT-
ORIENTED ACTION TRENDS

P U R P O S E D R I V E S I M P A C T . I M P A C T R E W A R D S P U R P O S E .

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PAID MEDIA DRIVES MAJORITY OF ON-SITE SUBMISSIONS

The number of total inquiry submissions on the InnovAge site increased steadily throughout FY19
Throughout the year, the share of total submissions that were driven by paid media exposure significantly increased, hitting its high in Q3
In total, 70% of FY19’s total site submissions were driven by paid media

900
93%
745 840

675 93% 81%

654

520
450
59%

225
37%

0
Q1 FY19 Q2 FY19 Q3 FY19 Q4 FY19
AUG-SEPT ONLY

Paid Media Driven Submissions Total Submissions

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PRIORITIZED ENROLLMENT
DRIVING TACTICS
Prioritized highest
engagement driving tactics,
display and paid search,
in markets where budgets
were slim
A N N U A L D I G I T A L R E C A P
HOW DID WE GET HERE?
INTRODUCED NEW TACTICS
Introduced Qualifier Tool
Retargeting within the display
campaign to re-engage
interested users
Utilized video viewer display
retargeting to move users
down the funnel from
awareness to consideration
Tested rich media and native
 introduced in FY19
direct response units
SHIFTED KPI FOCUS
In FY18 and prior, KPIs were
focused on awareness and site
traffic. Enrollment-oriented
actions were considered bonus.
In FY19, enrollment-oriented
actions became an official
secondary KPI for many tactics
and the primary KPI for Qualifier
Tool Retargeting & Native Direct
Response, two tactics that were
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PAID SEARCH AND DISPLAY DRIVE MAJORITY OF SUBMISSIONS

A solid mix of channels drove Qualifier Tool landers throughout FY19
However, Paid Search and Display were the top contributors of lower funnel actions (self assessment and inquiry submissions)
Together, Paid Search and Display can be attributed to 89% of self-assessment submissions and 93% of inquiry submissions

Video
Video
1%
1%
Rich Media Native
Native
6% 2%
3%
Video Paid Social
Paid Social
2% Display Display 3%
6% Display
25% 23% 26%
Native
21%

Paid Social
7%

Paid Search
Paid Search Paid Search 67%
40% 66%

QUALIFIER TOOL QUALIFIER TOOL QUALIFIER TOOL

LANDERS ASSESSMENTS SUBMITTED INQUIRIES SUBMITTED 16
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PAID SEARCH REVIEW

P U R P O S E D R I V E S I M P A C T . I M P A C T R E W A R D S P U R P O S E .

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PAID SEARCH REVIEW

200 $12,000.00

INTEGRATED CONVERSION
GOALS INTO BIDDING STRATEGY
180

$10,000.00
160
QUALIFIER TOOL

140
SEARCH TERMS, NEGATIVE KEYWORDS,
SUBMISSIONS

$8,000.00
PEAK MONTH BIDDING STRATEGIES,
FOR DIGITAL AND HIGH BOUNCE RATE KEYWORDS
120
ENGAGEMENT HEAVILY OPTIMIZED

SPEND
100
KAISER EXIT CAMPAIGN $6,000.00
IN COLORADO

80

$4,000.00
60
CV
PA LAUNCHED
40
LAUNCHED
R/P $2,000.00
LAUNCHED
20

0 $-
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Qualifier Tool Submi ssions Spend

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TOP CONVERSION DRIVING SEARCH KEYWORDS

1. InnovAge
2. Elderly Assistance
3. InnovAge PACE Program
4. Elderly Assistance Colorado
5. Elder Care Virginia
6. Senior Care
7. InnovAge Home Care
8. InnovAge PACE
9. Elderly Care Program
10. InnovAge Home Care Denver

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BRANDED & NON BRANDED KEYWORDS WORK TOGETHER

TO PRODUCE STRONG RESULTS

FY19 LEARNING: FY20 REACTION:

Branded and non-branded Continue running a solid
keywords work together to mix of branded and non-
drive conversions branded keywords

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USE CONVERSIONS AS THE PRIMARY BIDDING STRATEGY

FY19 LEARNING: FY20 REACTION:

The primary PPC bidding Continue using conversions
strategy was previously clicks/ as the primary bidding
site traffic strategy for PPC campaigns
in all markets
After changing the bidding
strategy to conversions, site
traffic remained flat or
increased, and the number of
paid search-driven conversions
increased

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MAXIMIZE OPTIMIZATION OPPORTUNITIES

FY19 LEARNING: FY20 REACTION:

Paid search is an extremely Continue making the most of paid
strong site traffic driver and search’s strength by maximizing
all optimization opportunities
conversion driver
Get RSA (responsive search ads)
approved and live as soon as
possible, as they massively open
up optimization opportunities

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DISPLAY REVIEW

P U R P O S E D R I V E S I M P A C T . I M P A C T R E W A R D S P U R P O S E .

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DISPLAY REVIEW
90 $90,000.00

80 $80,000.00
QUALIFIER TOOL
RETARGETING LAUNCHED
70 $70,000.00
QUALIFIER TOOL
SUBMISSIONS

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PEAK SEASON $60,000.00
FOR DIGITAL
CV ENGAGEMENT

SPEND
50 LAUNCHED $50,000.00
KAISER EXIT CAMPAIGN
IN COLORADO SELF PAY CAMPAIGN
IN COLORADO
40 VETERANS MESSAGING & SECOND PEAK $40,000.00
IN COLORADO SEASON FOR
DIGITAL ENGAGEMENT
30 $30,000.00
R/P
LAUNCHED
PA
20 $20,000.00
LAUNCHED

10 $10,000.00

0 $-
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Qualifier Tool Submi ssions Spend

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DISPLAY REVIEW BY TACTIC

Qualifier Tool Qualifier Tool Qualifier Tool Qualifier Tool

Impressions
Landers Inquiry Submissions Landing Rate Conversion Rate

Prospecting 184,575,776 5,377 452 0.0029% 8.41%

Sequential
4,484,226 72 16 0.0016% 22.22%
(Video —> Display)

QT Retargeting
1,489,145 2,886 78 0.1938% 2.70%
Type 1

QT Retargeting
647,024 244 40 0.0377% 16.39%
Type 2

191,196,171 8,579 586 0.0045% 6.83%

QUALIFIER TOOL LANDING RATE = QT LANDERS / IMPRESSIONS

QUALIFIER TOOL CONVERSION RATE = QT SUBMISSIONS / QT LANDERS
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MULTIPLE DISPLAY TACTICS WORK TOGETHER

TO PRODUCE STRONG RESULTS

FY19 LEARNING: FY20 REACTION:

Multiple types of display Continue running a solid mix
tactics work together to reach of display tactics including
users with relevant messages prospecting, sequential
at relevant times in their messaging and retargeting
journey to find senior care

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SEQUENTIAL MESSAGING IS KEY

FY19 LEARNING: FY20 REACTION:

Sequential messaging
 Maximize sequential
(i.e. targeting video viewers messaging in FY20
with display banners)
garnered the single highest
display conversion rate

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USERS ENGAGE AT HIGHER RATES WHEN THEY FIND


THE QUALIFIER TOOL ON THEIR OWN

FY19 LEARNING: FY20 REACTION:

The highest Qualifier Tool Recommendation to A/B test
conversion rates are different landing pages for
achieved when users find portions of the Qualifier Tool
Retargeting tactic in FY20, as
the tool on their own, rather the landing page experience has
than being driven directly a larger effect on conversion
to the Qualifier Tool page rather than the initial creative

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TRIAL AND ERROR

P U R P O S E D R I V E S I M P A C T . I M P A C T R E W A R D S P U R P O S E .

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NATIVE DIRECT RESPONSE & RICH MEDIA

DID NOT DRIVE DESIRED ENROLLMENT RESULTS

FY19 LEARNING: FY20 REACTION:

Native Direct Response and Be mindful of landing page
experience on-site and avoid
Rich Media drove users driving users directly to the
directly to the Qualifier Tool Qualifier Tool page
but did not achieve

strong conversion rates Discontinue Native Direct
Response (which was paused in
Spring of FY19) and Rich Media

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TEST QUALIFIER TOOL RETARGETING LANDING PAGE

FY19 LEARNING: FY20 REACTION:

Qualifier Tool Type 2 Retargeting (i.e. serving Remove Qualifier Tool Type 2
to users who submitted initial self assessment Retargeting creative and focus on one
on QT and achieved “may qualify” status but
set of retargeting creative
did not submit a form, driving them to
Contact Us page) contributed 5.7x more QT
submissions than Contact Us submissions Rather than running 2 types of
retargeting creative, A/B test landing
Segmenting QT vs. Contact Us traffic did not
page to find balance of driving users
work the way we thought it would, the
majority of submissions happened on QT directly to the Qualifier Tool vs. letting
anyway them find it on their own

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04
ADDITIONAL LEARNINGS

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MOBILE-FIRST AUDIENCE

75% 74% 65% 42%

Percent of display Percent of native Percent of PPC Percent of pre-roll
landers from
 clicks from
 clicks from video completions from

mobile devices mobile devices mobile devices mobile devices

Key Takeaway: The InnovAge audience is mobile-first

Optimize media spend toward mobile and bid more for mobile placements
Introduce new mobile-only interactive units, interstitials and interscrollers
Extend video reach by adding OTT to the mix — OTT inventory is similar to CTV inventory, but plays on all devices
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VETERANS AND SELF PAY MESSAGING WORKED WELL IN COLORADO TESTS

VETERANS: NOV-JAN

0.06% 11%
Landing rate for Veterans messaging Qualifier Tool Conversion Rate
(vs. 0.05% overall CO display landing rate in Nov-Jan) (vs. 14% overall CO display conversion rate in Nov-Jan)

SELF PAY: MAY-AUG

0.08% 0.14% 9%
Display landing rate Native CTR Qualifier Tool Conversion Rate*
(vs. 0.05% overall CO display landing rate May-Aug) (vs. 0.19% overall CO native CTR May-Aug) (vs. 11% overall CO native/display conversion rate May-Aug)

*DESPITE QUALIFIER TOOL BEING EMBEDDED ON LANDING PAGE AND ALL USERS WHO CLICKED ON ADS BEING “FORCED” LANDERS

Key Takeaway: FY19 performance indicates that users engage at similar or higher rates with Veterans and Self Pay messaging
Use this performance as an initial benchmarking measurement when messaging is rolled into all 6 markets
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USERS ACT QUICKLY - CONTEXTUAL RELEVANCE IS KEY

Of all users who landed on the InnovAge

site after being exposed to the Owner IQ
Users who were served only 1 MiQ
display campaign,
display impression contributed
42% landed within 24 hours of impression
74% of landers 69% within 3 days of impression
81% within one week of impression

InnovAge has on average

1-5 impressions
to make an impact

Key Takeaway: Users act quickly if they are going to act

Focus on contextual relevancy to ensure users are served ads at the best possible times
Introduce GumGum, a vendor that excels in contextual relevancy
Continue with MiQ, a vendor that has proven strong and quick results in terms of site traffic and enrollment oriented actions
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FOCUS ON IMPACTFUL CONTENT FOR NATIVE

Impressions Clicks CTR Time Spent Scroll Depth

10 Warning Signs it’s

Time for an Aging
Loved One To Stop 4,420,461 12,400 0.28% 00:40s 47.67%
Driving

How to Get the Most

Out of Traveling with 4,392,722 7,665 0.17% 00:24s 41.67%
Elderly Loved Ones

How to Eat Well and

Feel Well as You 4,470,745 6,952 0.16% 00:26s 37.41%
Age

DATA REFLECTS STORYGIZE CAMPAIGN (APRIL-JUNE) ONLY

Key Takeaway: A major safety concern, driving, consistently performed the best across all markets
Focus on other safety concerns in future native content
Develop a “learned” vs. “learning” approach with native content where “learned” top performers, such as
10 Warning Signs it’s Time to Stop Driving, are always in rotation and other articles are tested over time
Move content to “learned” category as it proves strong performance 36
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05
AUDIENCE INSIGHTS

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THE INNOVAGE AUDIENCE IS WHO WE THINK IT IS

FY19 LEARNING: FY20 REACTION:

The audience who actually Continue with similar
engaged with digital ads, targeting and messaging
visited the InnovAge strategies
website, and viewed
InnovAge broadcast spots
throughout FY19 matches
who we think the audience is

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NEWS/POLITICAL VOCATIONAL FINANCIAL ADVICE

INTEREST DEGREES SEEKERS

TV/CABLE VIEWER ATTRIBUTES

CONCERNED WITH MORTGAGE
FOLLOWED BY TAX FREE SAVINGS ACCOUNTS 
 MOST INTERESTED IN LIFE INSURANCE
FOLLOWED BY HEALTH INSURANCE 


OLDER WOMEN BARGAIN FAMILY

(65+ FOLLOWED BY 55+) SHOPPER ORIENTED
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HOMEPAGE VS. QUALIFIER TOOL AUDIENCE

Qualifier Tool landers are more likely to be highly educated, older females
in contrast to Homepage visitors who are slightly younger and less educated
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ONLINE INTERESTS OF PAID MEDIA ENGAGERS

ALL
MARKETS

PET LOVERS COOKING

CA CO PA RO RP CV SELF PAY

REAL OUTDOORS FAMILY HOME FITNESS LOCAL

SPORTS
ESTATE HIKING PARENTING GARDENING HEALTH NEWS

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RICH MEDIA PERSONA: COLORADO & PHILADELPHIA

MID-SCALE MEDLEY
OUTDOOR
MODEST
LEISURE
LIVING

MIDDLE AGE (36-45),

MIDDLE INCOME ($50-75K)
SINGLE ADULTS/FAMILIES
LIVING IN URBAN AREAS

FITNESS CASH > CREDIT

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RICH MEDIA PERSONA: CALIFORNIA

BLUE COLLAR COMFORT

BARGAIN
PATRIOTIC
SHOPPERS

MIDDLE AGED (46-50),

MIDDLE CLASS FAMILIES ($50-75K)
SMALLER CITIES
SOLID BLUE COLLAR JOBS
LARGE FAMILY,
MULTI-
GENERATIONAL
OLDER
HOUSEHOLD
HOMES

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06
SUMMARY

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RECAP OF FY19 LEARNINGS

‣ Paid media is working extremely hard and delivering significant on-site

outcomes
‣ Users who engage with paid media are interested, engaged, and taking
action that is likely to result in enrollment
‣ Year over year data shows that all improvements made to the FY19
plans were impactful and resulted in our intended outcomes
‣ Paid search and display are the channels that drive the lowest-funnel
engagement (qualifier tool submission)

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RECAP OF FY20 REACTIONS

‣ Small tweaks based on FY19 learnings have already been applied to the
FY20 plans, and these tweaks will help us to elevate InnovAge’s digital
media presence and reach our audience in even more impactful ways
‣ We will remain nimble, continuing to take action based on learnings
throughout FY20
‣ Introducing a more frequent dialogue about business needs and
situations in each market will allow us to remain agile, spending lightly
when needs are low and heavying up when needs are high

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APPENDIX
RAW ENROLLMENT DATA

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QUALIFIER TOOL DATA

QT Assessments Inquiries
QT Landers
Submitted
May Qualify Non-Qualify
Submitted

Colorado 11,368 5,089 3,668 1,421 1,003

California 8,055 2,068 1,242 826 271

Roanoke 2,168 521 363 158 97

Philadelphia 6,931 2,239 1,370 869 188

Richmond/
3,163 1,376 1,137 239 355
Peninsula

Charlottesville 1,477 296 192 104 42

TOTAL 33,162 11,589 7,972 3,617 1,956

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