On February 2, Chelmsford fertility clinic, Simply Fertility held an Open Day to provide information, support and advice to couples and individuals looking for help to start a family.
The task for the marketing team at CJAM Group was to identify and convert a local audience who were considering investigating fertility treatment and ultimately choose Simply Fertility for their treatment.
The day comprised of a series of talks from fertility experts, clinic staff and informal one-to-one discussions with potential patients and their families. On offer for attendees was a free AMH blood test for an initial fertility assessment.
Working with the client, we identified key audiences who would benefit from attending and a social media strategy that combined messaging ad selected creatives to resonate with their intended recipients.
Targeting multiple segments within an overall lifestyle demographic of couples and individuals looking for help to start a family, the strategy for generating registrations of interest and ultimately attendees culminated in an open day comprising of over 60 couples from the local and surrounding area.
Spending very little budget, the engagement rate and conversion rate of each advertising set was refined and maximised through a stringent monitoring and testing process, to ensure the client got the most from their spend.
Born from a series of successful open evenings, giving the client and the customer the opportunity to connect in a more informal face to face encounter, the campaign combined the personal and sensitive subject matter with honest straplines and clinic USPs to raise awareness of the event and build trust in the clinic.
Digital Communications Manager Emma Burley said “The ROI in this particular campaign was huge, with every couple spending potentially over £5,000 on treatment, but the content and the balance of messaging commanded careful monitoring and thought.”
The digital campaign in support of the event is just a part of a multi-channelled strategy that has recently incorporated a Sky TV campaign, train station 48-sheet adverts and digital media in shopping centres that has helped the clinic continue to grow.