Jenna BoigAssociation of Women’s Health, Obstetric and

Neonatal NursesJuly 7, 2015

Integrated Marketing

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What is the marketing channel you use most at your organization?

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How Many New Sites?

822,240 /day

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Digital Must Enable = More Demands

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Just “Do It All”?

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Challenges• Decentralized Teams• Budget• Time• Technology • Data• ROI

Just “Do It All”?

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So Then What?How Do I Break Through the Noise?

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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?

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How Do I COPE?

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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?

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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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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

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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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Be open for opportunities that may arise

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

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#Bridge15346 new members to date

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Campaign: Fall Courses 2015

Goal: Drive Registration

Message: A challenge! Two different messaging, two locations

Case Study #4

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Started out with general messaging…

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Message testing

• General messaging

• Fetal Monitoring

• Critical Care Obstetrics

Case Study #4

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Group Break Outs

Thank you!Jenna Boig

AWHONN

jboig@awhonn.orgwww.awhonn.org