Tuesday, June 9, 2009

Success Without Postage

Saints Medical Center

In February, our client Saints Medical Center had stellar success with their Nursing, Pharmacy & Allied Health open house initiative. Saints approached The David Group Boston a little more than a week before the event to develop a budget friendly strategy to market their event. Our challenge was to build a comprehensive media approach with elements that could be executed within a matter of days. Our solution: a dynamic multimedia plan that included traditional print ads in local newspapers, a variety of targeted online media, and for the first time, no print direct mail.

Online media included:

  • Google keywords
  • Boston.com homepage highlight, event listing, and the big banner ad
  • Targeted email blast to 5,606 Nursing & Allied Health recipients

Most websites require a minimum run schedule of two weeks for banner ads.

Because of the unique time frame presented, we were able to negotiate with Boston.com special one week flights to meet Saints' needs.

Internet advertising allows us to provide detailed metrics, and in turn, measure ROI. For example:

  • In just one week, the Google Keyword campaign received well over 102,000 impressions (or views) and 326 clicks. This represents a .32% click-through rate (industry average is .04%!).
  • Boston.com homepage highlight received over 1.6 million impressions and yielded 599 clicks.

With these two Internet products alone, Saints reached 925 interested professionals.

Online media is affordable and can fit into any budget. Keep in mind, replacing print direct mail with HTML email blasts can significantly reduce your costs (no postage or printing fees) while hitting the same audience in a timelier manner.

Let the final numbers speak for themselves: Saints had 122 attendees with 18 potential hires.

Congratulations, Saints!

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