It takes organization, planning, a solid leader and a supportive team to pull off a public health campaign.
Coles Marketing is in the process of working on a public health campaign for the Seafood Nutrition Partnership, a nonprofit organization with a mission to inspire a healthier America by raising awareness about the essential nutritional benefits of eating seafood.
Team leader Chris Mercier has a lot on her plate as the team works to hook some meaningful partnerships.
Changing the tide on seafood
In 2014, Indianapolis was one of two pilot cities selected by the Seafood Nutrition Partnership (SNP) to conduct a grassroots public health educational campaign.
“Indianapolis was one of the cities selected because of our high incidents of heart disease and also because we are a population without as much access to seafood, therefore lacking the knowledge of how to select and cook it,” Mercier said.
Only one in 10 Americans follows the USDA Dietary Guidelines of eating seafood twice a week. And the biggest barrier to eating seafood is a lack of confidence to select, buy and eat it.
Coles Marketing was chosen to lead the campaign in Indianapolis — which included a series of educational events in business, healthcare and culinary communities — to raise awareness of the benefits of seafood and how to include it more frequently into daily meals.
Ingredients for a whale of a campaign
This year, as Coles Marketing prepares for a new wave of activities in October as National Seafood Month, Mercier highlighted the essential ingredients to a successful public health campaign:
- Coalition: “Develop a local coalition of community leaders who support your mission and goals,” Mercier said. “It’s important for them to have an influential network of followers or constituents to help carry the campaign’s message.”
- Events: “The goal of these educational events is to bring awareness to large and diverse groups of people about your message — in this case, seafood nutrition and the benefits of eating seafood.” These events include health fairs and cooking demonstrations.
- Health screenings: Depending on the particular health campaign, coordinating screenings may be an important component, whether it’s Omega-3 screenings, or screenings for blood pressure, cholesterol, diabetes or osteoporosis.
- Communications and media outreach: “Use e-newsletters and other communications to keep your coalition in the loop, offering them information and updates to share with their network,” Mercier said. “And getting the word out through traditional and social media channels helps give that third-party recognition, endorsing and validating the campaign.”
How to reel in success
But what do you need to do to set your team up for achievement? Mercier said:
- Start early. “Get your messaging down and event dates secured in advance as much as possible.”
- Stay organized. “You are handling so many different tasks; you are bound to miss something if you don’t keep organized.”
- Have a committee. “Share duties with your team. Each person can work on a different aspect of the campaign so one member doesn’t have to do it all.”
- Gather a team of experts. “Meet both face-to-face and over the phone with coalition partners and other campaign leaders to get their feedback and support early on in the planning process.”
- Follow up. “It’s your duty to follow up with coalition members, team members and members of the media to keep your campaign on their radar.”
If you need help getting the word out about your health campaign, let us help you capture the message and audience you want. Contact us today!Edit this post
If you’re reading this, then you hopefully appreciate the value of email marketing.
Many companies understand the importance of communicating directly with their audience — both current customers and potential ones. Beyond blogs, advertising and social media, the storied tradition of the newsletter still lives on, only now in e-form. Newsletters like this one, along with direct pitches about sales events or company news, arrive in a subscriber’s email inbox loaded with information pertinent to them.
Standing out and being read
The challenge, of course, is making sure your e-communications are being delivered to the right people — and being read.
Metrics are analytical tools available through Google, or email services like MailChimp or Constant Contact, that allow you to see exactly how your messages are faring. You can use this feedback to adapt your e-marketing for maximum effect: changing the look, topics, length, frequency, time of distribution and so forth.
But which metrics matter the most, and why?
The meaning behind the metrics
Delivery rate: This indicates what percentage of your database actually received your email. People change email addresses, leave their company, etc. You should aim for as close to 100% as possible. “Monitoring this helps you keep your list up to date,” said Coles Web Designer Kevin Moore. “If the percentage rate is low, then it’s time to get rid of old or bad email addresses from your database.”
- Bounces: These emails are returned as undeliverable, and this metric is helpful in culling your email lists. Some bounces are “soft” and usually temporary, such as an “out of office” reply. “Hard” bounces generally indicate an email address is no longer valid.
- Open rate: This refers to how many people opened your email. This metric can be somewhat murky, since some email clients (Yahoo, iPhone) automatically open emails, skewing measurement. Other clients use a preview pane, and if an impression pixel (a 1×1 pixel image included in the email) is not tracked, it won’t count as an open. In general, an open rate above 20% is considered good.
- Click-through rate: Whenever a reader clicks on a hyperlinked item in your email, that’s a click. The most common click-throughs are on “read more” links that take the clicker to read the rest of an article after a teaser paragraph or two. “This gives you a sense of the kind of content that users like to read,” Moore said. Anything above 10% is stellar.
Unsubscribe: These are people who received your email and have indicated they no longer wish to be included on your database of receivers. You should do them the courtesy of removing them ASAP. If you consistently get many unsubscribes, it may mean your content isn’t properly tailored to your audience, said Vice President Marketing Brian Coles.
- Campaign codes: Tracking codes within the email. “These allow you to integrate your email links into Google Analytics, so you can further track or attribute emails to action that happens on your website like purchases and contact signup,” Coles said.
Navigation of email traffic
If you’re unfamiliar with how email metrics work, Coles Marketing can give you a primer and walk you through your recent results. We can also shoulder the entire burden of e-marketing for you!Edit this post
Categories: 2015 June Newsletter, Newsletters | Tags: Tags: Coles, Coles Marketing, Coles Marketing Communications, communications, communications Indianapolis, Content Marketing, e-Communications, e-marketing, email marketing, Indiana, Indianapolis, Indianapolis public relations, marketing, metrics
One of the things I most often turned to in my journalism career was a stylebook. These stylebooks act as a guide for writers and editors so their usage of language is consistent from story to story. The Associated Press guide is generally considered the standard.
They cover everything from what job titles get capitalized — sorry, realtors, you’re not one of them! — to how to abbreviate Montana.
Branding guidelines are their counterpart in the marketing sphere, but they cover so much more than just language. Also referred to as brand rules or style guides, branding guidelines are most critical in determining how a company’s image is represented visually and graphically.
Consistency is key
Coles Marketing Vice President, Creative Tim Coulon said branding guidelines act as safeguards so best practices are always followed when a company’s logo, imagery or other visual element is shared with the public.
“Branding guidelines ensure a brand’s image is protected and portrayed consistently across all platforms — Web, brochures, print advertising, e-communications, billboards and other collateral,” he said.
A brand style guide gives clear directions for how things should look and how they should be created.
Branding guidelines can vary from just a page or two showing the company’s logo and acceptable palette of colors, to entire books laying out what language can be used in any sort of outreach to the marketplace and target audiences.
Here are a few essential components for a brand style guide:
- Logo – size and placement
- Web-specific elements
Other items commonly addressed include the company boilerplate, how to label subsidiary entities, typography to be used in additional circumstances, letterhead, PowerPoint presentations, social media guidelines and even how to compose a voicemail message.
Creating a new guideline
When a new company is born, or an existing one is undergoing a rebranding effort, it’s a good policy to draft a new branding guideline with input from all key levels of leadership. That way everyone is on the same page regarding messaging and imagery. It’s a way to be proactive and not rely on fixing mistakes after the fact.
“For a small business, it may be as simple as making sure the colors of your logo always come out right,” Coulon said. “Larger companies tend to have more involved branding guidelines, since they often use outside vendors and agencies for their outreach efforts. This way they can ensure brand continuity without having to reinvent the wheel each time.”
And branding guidelines should evolve as the brand does, giving space and freedom for new colors to be established, websites to be redesigned and print materials to be updated.
Need a branding guideline for your company? Coles Marketing has plenty of experience in creating a style guide to fit all your needs.Edit this post