Career Center resources campaign

A multi-channel campaign

I created emails, social media posts, digital and print ads.

Our target audience for MGMA is office managers and hospital administrators who often wear many hats in order to keep the office or clinic running smoothly. In addition to being a receptionist, medical coder, billing manager and accountant, they are also often tasked with recruitment duties. The new resources in the MGMA Career Center are designed to help our members– who are often not trained in HR management– master recruitment, and onboarding best practices so they can get back to their main job functions.

The objective to provide awareness. If members begin to view the MGMA Career Center as a resource for their recruitment knowledge, they will also utilize our job boards for their posting needs.

I worked with the Human Resources department to develop content for the Career Center. Including:

Here is the marketing creative:

Email 1 

Subject Line: Find your next top achiever today

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Email 2

Subject Line: We’ll do the tough recruiting work for you!

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Email 3 

Subject Line: Your next hire should fit like a glove

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Run of Site advertisement 

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Print advertisements for our in-house publication, MGMA Connection.

Print ad # 1 (March issue) Connection 1

Print ad # 2 (April issue) 

Connection 2

Print ad belly band (April issue)

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Social Media post 

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Career Center Scratch-Off Card

Printed Collateral for Conferences and Networking Events

Problem: We need to drive traffic to the newly updated Career Center website and would like to promote this at various face-to-face events throughout the year. However, the typical MGMA conferences attendee is not the same audience as our target demographic for the MGMA Career Center.

Solution: Create a piece of collateral that would be intriguing enough for a conference attendee to bring back to their company recruitment or human resources manager. Something eye-catching and interactive:  a scratch ticket.

Two promotion codes are listed beneath the scratch material, either a free posting or a 20% off offer.

The promo codes are unique to this promotion so we can track the success of the campaign.

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Referral Campaign for MGMA Annual Conference

Spread the Word about MGMA16

With no budget for incentives, I had to devise a referral campaign to encourage registered attendees for our annual conference to invite their peers to join them. My main objectives were to make the process as quick and painless as possible and add a bit of whimsey.

Everyone loves animal videos so why not use a cute monkey video as an incentive?

The drip campaign consisted of the following components:

Spread the Word email one:

Spread the word email one

Spread the Word Landing Page:

spread the word landing page

Spread the Word Thank You Page:

Thank youpage

Spread the Word email two:

MGMA16 Spread the word email 2

Peer-referral email:

peer-refer

Pre-written peer-referral email:

emailrefer

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Social Media Campaign: Veterans Day

#FreeBecause Veterans Day Campaign

The campaign combined a multi-brand sale with special prices for active and past military personnel and a photo sharing contest with a free trip giveaway for a veteran. collage

The contest received nearly 400 photo submissions. Bringing more 10,000 unique visitors to the website.

Marketing emails, Tweets, Facebook Posts and Instagram posts were deployed across 14 brands within the Xanterra Portfolio.

Social media posts using the hashtag #FreeBecause resulted in almost 250,000 impressions on Instagram and Twitter.

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Revenue

With a total of 3,146 bookings, the total revenue for the promotion was $3.6M.

VET graph

$2.5M is attributed to Veterans Day Sale bookings.

$758K was generated from promotional emails to non-Veterans Day purchases

$358K was generated from cross brand promotional emails.