Challenges

Increase donations during holiday season

Grow our digital network; increase awareness of our organizations and programs

Strategies

Highlight corporate donors

Expose audiences to the impacts of mental and behavioral care programs

Show successes through patient stories

Tactics

Content marketing strategy (10 blog articles, 4 videos, 3 events)

Email marketing

Social media distribution & management

Digital Doorknocking

Results

Doubled website traffic in six months

32.44% increase in social media network

Increased holiday giving by 47.7%

Objective:

Gain national attention as an organization prepared for a new health care paradigm

Strategy:

Demonstrate an organization prepared to embrace a new era of health care in our county

Tactics:

Online influencer network where POV can be expressed

Connect and build community of government and health care leadership

National political advertising – in print and online

Produced statewide cable TV program

Organized Custom events on capital hill

Results (pre/post campaign study):

67% increase in brand awareness among target audiences

Messaging helped move debate in favor of positive business direction for client

Community of 1,000s of influencers

Challenge:

The Central Ohio business community was unaware of Franklin University’s grad school programs and institutional competencies

Strategy:

Introduce and engage with the business community through edutainment-type events

Lift grad school faculty’s thought-leadership and relevance to industry professionals and potential students

Tactics:

Speakers bureau of graduate professors

Outreach to business networks, associations, gatekeepers

Organized and facilitated dozens of webinar and live events

Email marketing outreach to gatekeepers

Results:

Delivered hundreds of qualified leads to university

Established long-term relationships where deeper collaboration is taking place (e.g. MORPC; Jewish Family Services)

Challenge

Increase the number of organizations engaged in Mid-Ohio Foodbank’s Operation Feed program, and educate leadership in the 22 counties that make up MOFB’s geographic footprint

Strategy:

Position food insecurity as a prolific issue in Ohio, touching 1 of 6 Ohioans

Educate communities on how hunger relief is administered throughout MOFB’s footprint

Tactics:

Campaign development – www.1of6.org

Cable advertising ; Digital media

Community event sponsorships

Grassroots/grasstops effort with county leadership

Results:

Doubled the number of organizations committed to MOFB’s Operation Feed program

Secured over 20 civic proclamations recognizing September as Hunger Action Month

Our work received Platinum Honors for Integrated Campaign by the eHealthcare Leadership Awards organized by Strategic Health Care Communications, a national healthcare association dedicated to bettering healthcare marketing practices.

Challenges:

Show Medicaid Managed Care as ideal strategy for Ohio in offering Medicaid safety net services

Build coalition of statewide supporters

Strategy:

Statehouse influence

Statewide town-hall meetings/events

Real stories of Medicaid

Promote importance of doctor-patient relationship/healthy living

Tactics:

Web site with critical Medicaid tools

Online advertising

Grassroots advocacy

Event marketing

Collateral development & distribution

Provider outreach/distribution

Results:

Positive policies for Medicaid Managed Care pass at Statehouse

Over 600,000 “Get Your Well On” materials distributed to coalition partners

Governor makes Proclamation

Challenge:

Turn Ohio Chamber’s HR Academy program into a revenue generator

Strategies:

Position HR Academy as thought-leader in HR and employment law

Increase HR professionals and lawyers participating in HR Academy by eliminating pay-to-participate structure

Use participation gains to secure more sponsors

Tactics:

Content marketing strategy

Sponsorship packaging and pitching

Email marketing

Grassroots/grasstops outreach

Social media distribution & management

Results:

600% increase in HR Academy participation

Increased number of law firm sponsors from four (4) to twelve (12); $20,000 in revenue to $60,000

Launched a B2B sponsorship product

Challenge:

Stagnant membership growth and engagement in OSU CAR’s industrial consortia

Strategy:

Understand perceptions of current consortia structure and benefits

Introduce new pricing/benefits structure

Develop brand positioning and potential campaign theme

Tactics:

One-on-one interviews with current, past and solicited members

One-on-one interviews with internal leadership/staff

Quantitative study

Competitive review

Results:

Fully revamped membership structure including membership tiers

Identified new membership potential that wasn’t an original focus for OSU CAR (entrepreneurs & innovators)

“Deep on research. Deep on talent. Deep on insights.” positioning

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