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Web and e-MarketingMaking the Best of Your

Digital Presence

DMAW Association Day 2009

Presented byElizabeth Weaver Engel, CAE, Director of Marketing & SponsorshipNational Association of Children’s Hospitals and Related Institutions

(NACHRI)

and

Caroline H. Fuchs, CAE, Director of Marketing & CommunicationsSmithBucklin Corporation

50-Year Respected Authority

Achieving a natural, healthy

and safe pregnancy

and childbirth.

Understanding the impact of pregnancy,

childbirth and early parenting

decisions.Partnering – yourself, your families, care providers and

Lamaze educators – for

a safe and healthy birth.

Feeling fully

informed, confident

and supported

in the desire for a safe and

healthy birth.

Lamaze is

about…

Add Up to Good

Outcomes

Spontaneous

Labor Walking &

Moving

Continuous Labor SupportAvoid

Routine Intervention

s

Upright & Spontaneous Pushing

Keep You & Your Baby Together

Mission: To promote, support and protect natural, safe and healthy birth through education and advocacy

Six Lamaze Healthy Birth Practices – grounded in evidence and in language that resonates with consumers

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Key Audiences

Emma EducatorChildbirth Educators and Maternal

Health Professionals

Carmen ConsumerWomen and their families

Join our online

community

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Also on Lamaze Web site where

they are the most visited

pages

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Building an Online TeamWeb Site and Social Media

Build a team that analyzes information/metrics, communicates

shared messages, and implements with immediacy

Utilize listening tools and metrics for evaluation

Identify team members Create the supporting system

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Online Team

Tasked with strategizing, executing, and stewarding social media initiatives

Roles Listening/Sharing—who’s talking, what’s

being said, and who knows? Education/Evangelism Learning—product development, customer

support, message creation Participating and Engaging

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Listening

Build a Dashboard Google Alerts Twitter Search Technorati TweetBeep Backtype

Lamaze Videos

Mommy Blogger

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Lamaze Consumer Outreach

2008-2010 Lamaze International Strategic Goals for Education and Information

To serve as the contemporary, credible source of education and information for birthing mothers using emerging, traditional and

culturally sensitive methods of communication

• Expand Childbirth education venues—online, doctors offices, fitness etc.

• Online outreach, interaction, resources• Lamaze educational content online – Ask an Expert• Weekly pregnancy e-newsletter• Targeted professional and consumer blogs, forums and Twitter feeds• The Six Lamaze Healthy Birth Practices – via YouTube

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Online Moms

35.3 million moms are online; 36.9 million projected by 2012

78% of moms who blog review products

Edelman CommunicationsResearch Study for Lamaze International, 2008

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Consumer OutreachSocial Media Strategy

Outpost Strategy

Go to where the target audience is having the conversation

Become part of the dialogue Drive target audience back to the Lamaze Web site

for additional information and access to resources Build a following

Lamaze Videos

Mommy Blogger

Velveteen Mind Blog

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Lamaze Next Steps

Pragmatically Build a Team Develop a listing dashboard Identify the staff lead and team members Schedule regular interactions Share information Evaluate

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Case Study 1: Speak Now for Kids

www.speaknowforkids.org

@speaknowforkids

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Campaign Background

Health Care Reform Kids’ needs being ignored 5 weeks from concept to launch $100K price tag Worked with Adfero Group to launch

(www.adfero.com) Maintained in-house

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Campaign Goals

Build a national grassroots community Leverage community influence and opinion to

affect health reform for kids Position N.A.C.H. as a leader in and expert

on kids’ needs in health care reform

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But How?

Multiple Channels Microsite Google Earth Mashup Statements of support Facebook Twitter YouTube Partnership with Working Mother Mommy blogger outreach Family Advocacy Day videos

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www.speaknowforkids.org

Campaign information

Google Earth Mashup

Tell a Friend, Social Media Links, etc.

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Google Earth

Nearly 5000 advocates

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Testimonials

Nearly 1000 written testimonials

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Nearly 3700 Causes Supporters

Over 200 Page Fans

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Over 2000 Followers

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The Moms

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Results

A community of over 11,000 champions who provided 1000 testimonials

Over 3500 letters to members of Congress Earned media in Roll Call, CQ Weekly,

National Journal 11.6 million media impressions

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Lessons and Outcomes?

Leverage a variety of online channels: drive traffic raise awareness get offline attention

Children’s health care needs are on the radar of Congressional leaders

Proposed legislation contains good news for kids: affordable health coverage with pediatric specific benefits.

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Case Study 2: Special Olympics2008 Holiday Fundraising Campaign

www.specialolympics.org

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Email 1 Email 4

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Landing PageInitial Final

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QUESTIONS AND DISCUSSION

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THANK YOU!

Caroline H. Fuchs, CAEDirector of Marketing & Communications

SmithBucklin Corporationcfuchs@smithbucklin.com

Elizabeth Weaver Engel, CAEDirector of Marketing & Sponsorship

National Association of Children’s Hospitals and Related Institutions (NACHRI)

ewengel@nachri.orghttp://thx4playing.blogspot.com

@ewengel