SUCCESS STORY
A collaborative committee representing 12 Houston medical institutions came together to deliver research-driven best practices to area nurses. The collaboration, which included MD Anderson, Methodist Hospital and Memorial Hermann, did not have any branding, an online presence or a marketing plan. Three months later, they welcomed more than 200 nurses to their first conference
THEIR STORY
A collaborative effort to deliver evidence-based best practices to nursing professionals
THEIR GOAL
Create awareness for their inaugural conference
The committee’s primary goal was to create awareness and encourage registrations for the NSAB conference.
OUR SOLUTION
Reach professionals where they already are
With less than 90 days to market the conference, we first needed to create a unified brand that attendees could easily recognize year after year.
Nursing Science at the Bedside was created. We designed logos, created brand standards (branded colors and fonts), built a website and created a digital foundation for the organization’s future communications.
After the digital assets were in place, we leveraged Facebook and Twitter advertising to reach area nurses and drive traffic to the conference website and Facebook event pages.
Our advertisements communicated conference details, attendee benefits, speaker and agenda announcements and continuing medical education opportunities.
In addition to paid advertisements, we also executed an email marketing plan to reach various workgroups within the institutions.
THE DATA
Targeting a ready-made audience
Traditional marketing entails a lot of hope. That’s not the case with digital marketing. On Facebook & Instagram, we targeted 45,000 active users who are nurses. We then delivered advertisements about the conference to ensure we delivered the right content to the right people. That means you’ll never have to guess again.
THEIR SUCCESS
Massive awareness and a growing online community
While success can be measured by the number of nurses who attended this conference, it’s important to look at the long-term benefits the NSAB will receive as a result of this campaign.
Attendance
Awareness
Reach
Engagement
Abstracts
Ad Spend
SERVICES USED
Photo Ads
Capture attention with engaging ad creative.
Remarketing Pixels
Measure activity and conversions for your ads.
Custom Audiences
Reach existing contacts on Facebook.
Lookalike Audiences
Deliver ads to people similar to your customers and contacts.
