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

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Campaign Pillars Old Homepage Key Attributes: • Site was outdated • Sliders were difficult to update and didn’t give the team flexibility in messaging  Sub sections were locked in height and width making updates difficult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 or promote other topics

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

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

Campaign Pillars Internal Pages Website Improvements after Website Refresh Visits Unique Pageviews Pages/Visit Avg. Visit Visitors Duration ↑ 20.85% ↑ 28.49% ↑ 25.20% ↑ 3.6% ↑ 8.41%

NEWSLETTER STRATEGY OVERHAUL

Campaign Pillars Content Management 2013 Newsletter Calendar Release Content Test Due Featured Content Featured Plexus Article Featured Event Date Due Highlights 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 • One central place to see what’s gone 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 out and what’s coming next June 6/5 6/3 4-Jun Frank Sovinsky Y LG Chestnut Article Y TS Golf Tournament Y last wk • Content calendar allows team to focus 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 on articles weeks in advance 6/26 6/24 25-Jun Golf Winners & Photos (also use in social) Y TS Mentality of Money Y TS Annual Conference DG July • Ensures balance in highlighting 7/3 7/1 2-Jul Keith Wassung (not a DR!!) Y TS Multi stage patient assessment n TS Golf Photos & Winners corporate sponsor messages – built in 7/10 7/8 9-Jul Regence Pre-Authorization N LG medicare questions of month n TS Annual Conference D checks and balances 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 • Helps team manage outbound 7/31 7/29 30-Jul L&I Update N LG read plexus online y TS Sunrise Hearing communication of upcoming events to ensure essential promotion Additional Content Additional Events Topic IMG Resp. Title IMG Resp. Title IMG Resp. Title IMG Resp. Title IMG Resp. Title IMG Resp. Title Image Resp. Legislative Update Regence Prior PT Legislation Disc. Med Total Team Training Dr. Dock Sports Council (Bills) Authorization Sports Council, if Labor & Industries N LG Legislative Photo? Y LG Golf Tournament Y Conference Y given address, jersey Y Y a in mail Regence prior Sports Validating k L&I network credentialing Hiring a lawyer annual conference CPR authorization update Council Chiropractic k New & Returning Sports Validating Practicing in 21st k Regence Update New Member Benefit CPR Members Council Chiropractic Century Sports Validating Practicing in 21st Hayes info Regence Update CPR Council Chiropractic Century Make appts with L&I (that went to legislature) Sports legislatures? Member protected on website too Council Sports Dr. Stephanie Greenall Sunrise Report Tax Relief for Docs Extremity Adjusting Council Regence Pre- Sports Sunrise Report Tax Relief for Docs Extremity Adjusting CPR Authorization Council Sports Validating Practicing in 21st CPR Council Chiropractic Century Sports Validating Practicing in 21st Annual Conference New & Returning Members CPR Council Chiropractic Century

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

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

Campaign Pillars Newsletter Engagement OPENS CLICKS Newsletter Engagement 2012 average 32.82% 4.23% 2013 average 77.53% 7.76% % change ↑ 136.23% ↑ 83.45%

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!

Campaign Pillars Newsletter Engagement OPENS CLICKS Urgent Notice Engagement 2012 average 28.38% 0.63% 2013 average 109.97% 37.74% % change ↑ 287.49% ↑ 5890%

SOCIAL MEDIA

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

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

Campaign Pillars Social Strategy 2. Develop Content Pillars • Chiropractic thought leaders • Health issues • Corporate sponsor messages • WSCA events and announcements • Legislative issues

Campaign Pillars Social Strategy 3. Content planning by week:

Campaign Pillars Social Strategy 4. Establish KPIs and Measure Weekly

Campaign Pillars Social Strategy 5. Establish Strategy for EACH Channel • Twitter • Facebook • LinkedIn • Blog (2014)

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 7.5 10.1 ↑ 35% Followers/week Average # of Retweets 2.71 12.74 ↑ 370% Average # of Mentions 2.32 6.71 ↑ 110%

Campaign Pillars Facebook Strategy • Create visually engaging content focused on 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 27.61 134.8 ↑ 388% About This (Likes, shares, clicks) Average # Weekly Viral Reach 390 2525.1 ↑ 547% (beyond

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 of Chiropractors online, it’s a great place to promote your brand, engage your audience, post job openings and be found by search engines

EVENT MARKETING

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

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