A nonprofit organization has an opportunity to upscale its digital presence by providing a unique service in the midst of the COVID-19 pandemic. Problem: Therapy Dogs International (TDI) is one of the oldest and largest registries for therapy dogs. During the COVID-19 pandemic, a time of increased demand for therapy dog services, service dogs and their handlers faced an inability to perform their much-valued work, as large gatherings were not permitted, and many nursing homes and group meetings were closed to the public. Published in the spring of 2020, a time when the onset of the COVID-19 pandemic alienated people from their support systems and fostered deep uncertainty, this marketing proposal demonstrated a unique opportunity for TDI to adjust their business model to make a positive difference in people's lives. Solution: To face this challenge, we proposed utilizing TDI's website to meet the needs of individuals seeking therapy dog services by providing a relaxed, informative, and useful public resource during the COVID-19 pandemic, and by launching regular virtual reality therapy dog sessions. In conjunction with a corresponding marketing campaign, this effort could reposition TDI as the go-to, credible source not only for registering therapy dogs, but also for individuals seeking therapy dog services at a time when they were not available in-person. Process: We began by auditing TDI's digital presence, including its website and social media accounts. We also analyzed its competitors. Using this information, we determined TDI's market position and unique selling points, leaning into the organization's credibility, expertise, and large audience. From there, we developed four key strategies: Improving of the user interface and user experience of its website, coordinating a Google Ads campaign to drive more traffic to the website, implementing a user-generated content campaign to increase social media traffic and raise brand awareness, and finally, launching the virtual reality Therapy at Home campaign to provide a valuable, first-of-its-kind educational and therapeutic experience. Lastly, we developed a list of key performance indicators (KPIs) to help TDI track its success. Outcome: This marketing proposal was developed as a final project for the course "Interactive Marketing and Advertising" during the onset of the COVID-19 pandemic. While the proposal was never implemented by the organization, the document can be viewed below in its entirety.
A health care client requests a refresh of their existing ad creative — one that takes a "tongue-in-cheek" approach and utilizes animation and targets B2B decision-makers who are charged with selecting a health plan for their employees. Problem: The client wishes to push the envelope of the health care experience, encouraging decision-makers to venture further when selecting a health care plan. Solution: To achieve this, the creative incorporates elements of humor as well as education: grabbing the audience’s attention with the first, while using the latter to convey the upgraded benefits of the client's health care model. Process: The client's health care plans are built for the modern era -- but their prospective clients may feel disinclined to shop around without an obvious incentive. Therefore, while considering messaging for the ad, I knew it had to convey the importance of and value in staying up-to-date. From there, I identified situations in which people seek upgrades because staying up-to-date is considered necessary. As time passes, technology, society and culture change and innovate in amazing ways. We invest in and upgrade to the latest and greatest, because to remain stagnant is to be left behind. I selected two scenarios: cell phone upgrades and clothing upgrades. Outcome: In the year 2022, you wouldn’t want a phone from the 90s — and health care plans shouldn’t be treated any differently. This creative begs the question, “Do I have the flip phone of health insurance?” Similarly, fashion has evolved and innovated over the past few decades. This advertisement takes a retro approach, using misdirection to create humor. At first glance, the audience may be focused on the man’s clothing, although they soon realize this isn't about fashion — it's about upgrading your health care plan.
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