American Cancer Society Conference Marketing Delivers Better Customer Connections.™

Challenge:
Design and develop an online marketing campaign to effectively position and promote the American Cancer Society's annual conference HEALTH EQUITY: Through The Cancer Lens.

Solution:
A logo and identity system were designed to position the conference.

TheCancerLens.org

A web site was designed and developed to publish information, collect and track presentation submissions, and promote conference registration. The site featured secure web-based administration so staff could administer the site; image galleries; audio/video content; and categories and tags for optimal search visibility.

CancerLens Email

Follow-up communications were automated via custom email campaigns.  Targeted to Community Health professionals, the campaign helped the conference surpass its registration goal, build a database of prospects for future events, and establish a post conference communications platform to promote and track health equity initiatives.

Results:
Shila Burney, Program Coordinator in the Office of Health Disparities at the American Cancer Society, summarized campaign results in an exit interview.

What was the goal of the 2009 conference?
To encourage organizations to become more action oriented in promoting health equity. To provide information on successful evidence-based programs in the effort to reduce/eliminate health disparities. To expand the knowledge and understanding of key components of the health care reform movement--Advocacy, Communications and Community Interventions.

What was the attendance goal for the 2009 conference?
250

How many attended?
500+

Was the 2009 conference marketing successful? Why?
Yes, due to our marketing campaign we were able to significantly impress individuals with updated information in a timely fashion. 89% of conference attendance visited the cancerlens.org, 91% found the site user friendly, and 83% stated they found the website met their expectations. These numbers show the website and marketing campaign was successful.

What, if anything, was "better" about marketing for the 2009 conference?
The fact that we had someone who was easily accessible and could readily provide support when we needed it. The overall look and feel of our website and emails conveyed that ACS was enthusiastic about the conference and we wanted to impress upon the public health community to attend. The regular email updates provided up to the minute information for conference attendees.

Services:
Campaign Design & Management  |  Web Site Design & Development  |  Web Site Maintenance  |  eMail Campaign Design  |  Campaign Management  |  Graphic Design Services