Educational Marketing
Situation: St. Joseph Regional Health Systems’ Women’s Task Force in South Bend, Indiana, produced a successful regional broadcast campaign to fight colorectal cancer. The health system then decided to find a way to share their program and help other communities fight this tragic disease. Our job was to design a campaign that would make these Public Service Announcement (PSA) spots easily available, as well as alerting individuals and organizations of this fact.
Response: We designed a website, “poopisthescoop.com”, that provides downloadable, broadcast quality PSA’s to news stations and cancer foundations and organizations. The spots were also viewable on the site for the media to preview and cover.
To draw press coverage and alert interested individuals of the availability of this free, cancer fighting campaign, we published an announcement on the news wire, getting the word out to over 5,000 media outlets worldwide.
Rationale: This type of publicity purveys clients as “experts in their field” and provides a system of broad exposure that can be expanded upon in future campaigns. This broad appeal is also effective in energizing volunteer organization, helping to ingratiate companies to their local communities. This combination of traditional and wire releases, in correlation with a 24/7 online fulfillment device, has proven an extremely effective educational marketing strategy. With the growth of broadband technologies, this method of PSA distribution via the Internet is also expanding.
Results: This program was featured on websites such as Yahoo, Biospace, and CBS as well as research databases such as Lexis-Nexis. To date, the campaign has over 200,000 targeted impressions from the Internet alone. Over 150 media outlets visited the site with many downloading the PSA’s for potential use. These downloads ranged from neighboring states such as Wisconsin to locations as far away as Egypt and France.
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