integrated marketing - why integrate, cope method and case studies
TRANSCRIPT
Jenna BoigAssociation of Women’s Health, Obstetric and
Neonatal NursesJuly 7, 2015
Integrated Marketing
#Bridge15
Create Once• Begin with a messaging document
• Audiences (primary and secondary)• Internal and External promotions (even ones you might not use)• Key messages, with CTA
• Base in research and analytics • What problem are you solving for
• Examples of “key” channels• Include message testing
• Review and sign off from all stakeholders
How Do I COPE?
#Bridge15
Promote Everywhere• Develop a schedule for roll out
• Include who is the manager for each• Include check-in metrics dates• Date to change messaging if needed
• Create graphics to distribute cross-channels • Same visuals, different sizes• Dropbox, Basecamp or other site to house all materials
Do not forget to test, analyze, revise and retest!
How Do I COPE?
#Bridge15
Campaign: Conservation Canines
Goal: Raise Money
Message: Rescue Dogs Help Save Our Forests. We Need Your Money To Rescue Them!
Result: Increased engagement and online revenue over a longer period of time
Case Study #1
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Email Result: Total Donations ($4,753), Average Gift ($47.06)All Channels: $56,353 in Total Revenue
Case Study #1
#Bridge15
Campaign: Natural Treasures of Ohio
Goal: Collect E-mails, Increase Brand Awareness
Message: Connect to Nature and Win a New Hybrid
Result: Beat email goal 1 month early, 83% new to Conservancy
Case Study #2
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Campaign: Depend on AWHONN
Goal: Increase Membership
Message: Moms and babies depend on you
You can Depend on AWHONN
Result: 350 members direct attribution
ROI worth it?
Case Study #3
#Bridge15
Campaign: Fall Courses 2015
Goal: Drive Registration
Message: A challenge! Two different messaging, two locations
Case Study #4
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Message testing
• General messaging
• Fetal Monitoring
• Critical Care Obstetrics
Case Study #4