As I am approaching graduation from UNCO, I think about my advertising and promotion class, and the knowledge acquired from the project I had during my last semester.
It was exciting to place my understanding of the subject into a real project. My classmates and I had to create a campaign for University of Colorado Health hospital. The objective was to increase a 25% download for their new app.
My team decided to create a campaign that was heavily based in social media to create engagement. The target market was people with chronic conditions in need of an app that could track their health issues.
The selected slogan was UC Health because you see health differently. This slogan was positioned to those patients that seek a different life, meaning a healthy life.
The tactics to reach our target market consisted in creating engagement through social media platforms such as Facebook, Instagram, and Pinterest. People would share their stories on how they were able to maintain a healthy lifestyle, and how the app aided them to achieve their goals. Through, our plan we wanted to raise awareness of the app, and the benefits it provided to people with chronic conditions.
Our next step was having booths at events in three main cities with giveaways that will make patients remember UC Health hospital. The purpose of this was to lead patients to our main event Track Your Health Month.
During this month, the patients could engage with the app and have the opportunity to enter a raffle to win prices such as a massage, nutritional supplements, free consults, and passes for recreational centers. The participants only had to send pictures of them while utilizing the app. The overall campaign was to encourage the patients to get in the habit of monitoring their health thought this UC Health app.
The Take Away
- I learned through this campaign that it is difficult to design a campaign to get the engagement you might desire. For this reason, it is important to find those values that are significant for your target market. The target market will feel identified and respond better if the advertiser is able to construct a campaign including those personal values.
- Social media is crucial for reaching target markets and it is inexpensive. The key to success is to find the right platform that would reach your audience and give you the expected outcome.
- Involving emotions into campaigns can result in engagement. People seek to share stories and at the same time, they also relate to other persons’ stories. Storytelling is a crucial part for advertisement engagement.
Please free to comment, it will contribute to my learning.
Image Credit: Photo by Angelica Rivas