oVERVIEW
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When a healthcare non-profit focused on supporting the families of children with rare diseases needed fresh ideas and professional marketing expertise to help them drive an “awareness week” campaign, they called on RyTech.
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CHALLENGES
Thinking ahead to their annual “awareness week” promotion—established to spread the word about their community and mission—the organization’s marketing team knew they wanted to build off the success of previous campaigns. Already very active on email and social media, they needed a new perspective to help them build more awareness and drive more engagement than ever before.
Time-sensitive opportunity to further the organization’s mission
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Internal team needed a digital strategy to go “above and beyond”
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Existing Marketing Campaign Materials were ready for an update.
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Solutions
The RyTech team evaluated the organization’s existing campaign assets as well as their social media and email activity to identify areas for improvement. They recommended the creation of clearly identifiable and customized graphics to support a re-tooled month-long social media blitz and email campaign. For an added twist during the “awareness week” itself, the initiative was dedicated to retweeting and sharing posts from around the globe.
“What they had been doing worked,” says Steve Ryan, “but there was an opportunity to take it to the next level, when it mattered most to their supporters. We wanted to turn their audience’s heads in a new way and show them something they hadn’t seen before. The updated graphics, combined with the focus on global reach,” continues Ryan, “made the campaign
Results
Increased WEBSITE IMPRESSION106.7% |
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In a month’s period, more people visited their website and engaged with their social media community than they had during previous campaigns—and that’s exactly the type of exposure needed to raise awareness of their important work that touches the lives of so many.
