Modern. Marketing. Campaign Pillars WSCA - Case Study in Modern - - PowerPoint PPT Presentation

▶
modern marketing campaign pillars
SMART_READER_LITE
LIVE PREVIEW

Modern. Marketing. Campaign Pillars WSCA - Case Study in Modern - - PowerPoint PPT Presentation

Feb 25, 2024 191 likes •535 views

Modern. Marketing. Campaign Pillars WSCA - Case Study in Modern Marketing Website Optimization Email Marketing Social Media New Member Acquisition Annual Marketing Calendar Blog Marketing WEBSITE REFRESH Campaign Pillars Old Homepage Key

slide-1
SLIDE 1
  • Modern. Marketing.
slide-2
SLIDE 2

Campaign Pillars

WSCA - Case Study in Modern Marketing

New Member Acquisition Annual Marketing Calendar Email Marketing Social Media Website Optimization Blog Marketing

slide-3
SLIDE 3

WEBSITE REFRESH

slide-4
SLIDE 4

Campaign Pillars

Old Homepage

Key Attributes:

  • Site was outdated
  • Sliders were difficult to update and

didn’t give the team flexibility in messaging

  • Sub sections were locked in height and

width making updates difficult and commonly cut-off vital information

  • Limited ability to create calls to actions
  • r promote other topics
slide-5
SLIDE 5

Campaign Pillars

New Homepage

Highlights

  • Modern look and feel
  • Created more compelling and easier to

manage sliders

  • Patients, Members and

Announcement section sizes are dynamic to allow for additional text

  • Each section, slider and image is now

clickable for extra calls to action

  • Formatting is laid out to make site

easier for visitors to navigate and find what they’re looking for

slide-6
SLIDE 6

Campaign Pillars

Internal Pages

Highlights

  • Images are consistently styled
  • Right sidebar allows for navigation,

testimonials slider to encourage membership with calls to actions, rotating sponsor listings, links to recent publications and social media links

  • New style allows users to quickly and

easily navigate the site and gives WSCA more opportunities to

  • convert chiropractors into

members

  • Showcases testimonials and

membership CTAs

  • Provide patients with

information and access to chiropractors

slide-7
SLIDE 7

Campaign Pillars

Internal Pages

Visits Unique Visitors Pageviews Pages/Visit

  • Avg. Visit

Duration ↑ 20.85% ↑ 28.49% ↑ 25.20% ↑ 3.6% ↑ 8.41% Website Improvements after Website Refresh

slide-8
SLIDE 8

NEWSLETTER STRATEGY OVERHAUL

slide-9
SLIDE 9 Topic IMG Resp. Title IMG Resp. Title IMG Resp. Title IMG Resp. Title IMG Resp. Title IMG Resp. Title Image Resp. Legislative Update (Bills) PT Legislation
  • Disc. Med
Regence Prior Authorization Total Team Training
  • Dr. Dock
Sports Council Labor & Industries N LG Legislative Photo? Y LG Golf Tournament Y Conference Y Sports Council, if given address, jersey in mail Y Y a k Regence prior authorization update L&I network credentialing Hiring a lawyer Sports Council annual conference CPR Validating Chiropractic k k Regence Update New Member Benefit New & Returning Members Sports Council CPR Validating Chiropractic Practicing in 21st Century Hayes info Regence Update Sports Council CPR Validating Chiropractic Practicing in 21st Century Make appts with legislatures? L&I (that went to legislature) Member protected on website too Sports Council
  • Dr. Stephanie Greenall
Sunrise Report Sports Council Tax Relief for Docs Extremity Adjusting Regence Pre- Authorization Sunrise Report Sports Council Tax Relief for Docs Extremity Adjusting CPR Sports Council CPR Validating Chiropractic Practicing in 21st Century Annual Conference New & Returning Members Sports Council CPR Validating Chiropractic Practicing in 21st Century Additional Content Additional Events

Campaign Pillars

Content Management

Highlights

  • One central place to see what’s gone
  • ut and what’s coming next
  • Content calendar allows team to focus
  • n articles weeks in advance
  • Ensures balance in highlighting

corporate sponsor messages – built in checks and balances

  • Helps team manage outbound

communication of upcoming events to ensure essential promotion

Release Date Content Due Test Due Featured Plexus Article Topic IMG Resp. Title Image Resp. Title Image Resp. T May 5/22 5/20 21-Feb Annual Conference speaker Y LG Golf Tournament Y SF 5/24 5/22 23-Feb EVENT: WSCA Golf Classic 6/22 Y SF

  • Golf Tournament

5/29 5/27 28-May Annual Conference Speaker: James Chesnut Y LG Movie showing on Friday conference Y JR Mark Sanna Y SS June 6/5 6/3 4-Jun Frank Sovinsky Y LG Chestnut Article Y TS Golf Tournament Y last wk 6/12 6/10 11-Jun Tom Necela Y LG Sovinsky Article Y TS Golf Tournament Y last wk 6/19 6/17 18-Jun Jeff Hayes Y LG Legislative Wrap-Up Y TS Golf Tournament Y last wk 6/26 6/24 25-Jun Golf Winners & Photos (also use in social) Y TS Mentality of Money Y TS Annual Conference DG July 7/3 7/1 2-Jul Keith Wassung (not a DR!!) Y TS Multi stage patient assessment n TS Golf Photos & Winners 7/10 7/8 9-Jul Regence Pre-Authorization N LG medicare questions of month n TS Annual Conference D 7/17 7/15 16-Jul

  • Dr. Susan Vlasuk

Y TS read plexus online y TS Annual Conference 7/24 7/22 23-Jul Sunrise Hearing - August 6th N LG read plexus online y TS Annual Conference 7/31 7/29 30-Jul L&I Update N LG read plexus online y TS Sunrise Hearing

2013 Newsletter Calendar

Featured Content Featured Event

slide-10
SLIDE 10

Campaign Pillars

Old Newsletter

Highlights

  • Newsletter was outdated
  • Provided little opportunity for calls to

action

  • Format was very tall and took a long

time to scroll through

  • Did not capture the audience quickly
slide-11
SLIDE 11

Campaign Pillars

New Newsletter Templates

Highlights

  • Updated branding and templates
  • Links to social
  • Featured images
  • Featured events
  • Features actual Plexus content
  • Dynamically pulling social posts
  • Backend of newsletter program is

easier for the team to update and make changes

slide-12
SLIDE 12

Campaign Pillars

Newsletter Engagement

OPENS CLICKS

2012 average 32.82% 4.23% 2013 average 77.53% 7.76% % change ↑ 136.23% ↑ 83.45%

Newsletter Engagement

slide-13
SLIDE 13

Campaign Pillars

Urgent Notifications

Highlights

  • Urgent notices are branded but are set

up to stand out for immediate action

  • These are sent to current and expired

members as it affects all practitioners

  • Linking to membership benefits and

social icons helps new and past members connect with WSCA and encourages future membership

3 NEW MEMBERS FROM THE URGENT NOTIFICATIONS!

slide-14
SLIDE 14

Campaign Pillars

Newsletter Engagement

OPENS CLICKS

2012 average 28.38% 0.63% 2013 average 109.97% 37.74% % change ↑ 287.49% ↑ 5890%

Urgent Notice Engagement

slide-15
SLIDE 15

SOCIAL MEDIA

slide-16
SLIDE 16

Campaign Pillars

Social Strategy Before you Tweet, Pin or Post, you must PLAN! 1.Establish Social Media Goals 2.Develop Content Pillars 3.Establish a Weekly Editorial Calendar 4.Determine KPIs and Measure Weekly 5.Establish Strategy for EACH Channel

slide-17
SLIDE 17

Campaign Pillars

Social Strategy

  • 1. Establish Social Goals
  • Inform current members – legislative wins,

member benefits, sponsor offerings, marketing tips

  • Provide thought leadership to industry at large
  • Engage prospective members
  • Engage other thought leaders and influencers
slide-18
SLIDE 18

Campaign Pillars

Social Strategy

  • 2. Develop Content Pillars
  • Chiropractic thought leaders
  • Health issues
  • Corporate sponsor messages
  • WSCA events and announcements
  • Legislative issues
slide-19
SLIDE 19

Campaign Pillars

Social Strategy

  • 3. Content planning by week:
slide-20
SLIDE 20

Campaign Pillars

Social Strategy

  • 4. Establish KPIs and Measure Weekly
slide-21
SLIDE 21

Campaign Pillars

Social Strategy

  • 5. Establish Strategy for EACH Channel
  • Twitter
  • Facebook
  • LinkedIn
  • Blog (2014)
slide-22
SLIDE 22

Campaign Pillars

Twitter

Strategy

  • Create visually engaging content focused on

the 5 content pillars

  • Post multiple times per day
  • Reach out to fellow thought leaders and

mention content sources

  • Congratulate members on accomplishments

2012 2013 % Change

Twitter Followers 406 624 ↑ 54% Average New Followers/week 7.5 10.1 ↑ 35% Average # of Retweets 2.71 12.74 ↑ 370% Average # of Mentions 2.32 6.71 ↑ 110%

slide-23
SLIDE 23

Campaign Pillars

Facebook

Strategy

  • Create visually engaging content focused
  • n the 5 content pillars
  • Post once per weekday
  • Tag fellow thought leaders and sources in

posts

  • Congratulate members on

accomplishments

2012 2013 % Change

Facebook Likes 339 426 ↑ 26% Average New Likers/week 0.35 3.5 ↑ 900% Average # People Talking About This (Likes, shares, clicks) 27.61 134.8 ↑ 388% Average # Weekly Viral Reach (beyond 390 2525.1 ↑ 547%

slide-24
SLIDE 24

Campaign Pillars

LinkedIn

Highlights

  • Updated online presence to match

current branding and messaging

  • Updated Products and Services

sections to show prospective members the benefits of membership

  • Although LinkedIn doesn’t have a lot
  • f Chiropractors online, it’s a great

place to promote your brand, engage your audience, post job openings and be found by search engines

slide-25
SLIDE 25

EVENT MARKETING

slide-26
SLIDE 26

Campaign Pillars

Old Event Messages

Highlights

  • Lack of official templates led to a

variety of layouts inconsistent with brand and messaging

  • Key information was sometimes

difficult to find

  • Lack of call to action options – i.e.

register now buttons and more

slide-27
SLIDE 27

Campaign Pillars

New Corporate Sponsor Messaging

Highlights

  • All corporate messages/upcoming

events are sent on a WSCA template creating brand consistency

  • Key visual elements help drive

engagement

  • Quick read info for details can improve

registration

  • Social icons are on all messaging to

help readers connect with WSCA

slide-28
SLIDE 28

Campaign Pillars

Conference Marketing Strategy

Highlights

  • Started promoting 4 months out in

regular newsletters featuring speaker and sessions

  • Sent out conference broadcasts and

social posts promoting the event with countdown theme. Featured speaker information, links to online registration and hotel reservations

  • Broadcasts sent at 1 month, 3 weeks,

2 weeks, 1 week and 4 days before the conference

Highest registration numbers ever!

slide-29
SLIDE 29

Campaign Pillars

Increased Engagement

OPENS CLICKS

2012 average 24.87% 0.93% 2013 average 49.16% 1.6% % change ↑ 97.67% ↑ 72%

Corporate Messages

slide-30
SLIDE 30

Campaign Pillars

Modern Marketing Checklist

New Member Acquisition Annual Marketing Calendar Email Marketing Social Media Website Optimization Blog Marketing

Coming Soon!

slide-31
SLIDE 31

Thank you!

slide-32
SLIDE 32
  • Modern. Marketing.