The challenge

Simply Fertility appointed CJAM Group to assist with the launch of their brand-new state of the art Fertility Centre opening in Chelmsford.

The work

CJAM Group’s advertising campaign started with an outdoor, radio and social media campaign, with full press office support. The outdoor media was planned to target local people and the London commuter, many of whom want to continue with work during their fertility treatment. Four key commuter stations across Essex, including Chelmsford and Shenfield, features large 48 sheets (billboards) and smaller 6 sheets (on platform) panels. The creative team’s approach was to keep the artwork simple with a focus on ‘getting the right signal’ keeping in theme with the train stations.

This was supported by a six weeks radio campaign on Heart and social media campaign on Facebook and Twitter. Interviews with patients to create an ongoing series of case studies proved a success, with stories generating an online reach of over 4,000. Press coverage of the launch event with the Mayor of Chelmsford and patients past and present, included a full page editorial feature, BBC Essex radio and BBC TV Look East.

The result

A planned and sustained social media strategy resulted in engagement growing by more than 391% in the first month. Open evenings were previously monthly but have become so popular they are now taking place fortnightly.

Since the end of the outdoor and radio campaign CJAM Group have continued to manage Simply Fertility’s social media. CJAM Group have introduced new elements to improve the patient journey, including a congratulations card upon the arrival of a new baby, with a wooden heart for patients to write their baby’s name on and hang on the fertility tree in the reception area. CJAM Group have continued writing case studies for Simply Fertility’s website as they are a proven success on social media and for prospective patients. CJAM Group’s press office have organised an editorial feature in the Essex Chronicle following the birth of the first Simply Sibling.