Product Development |
‘Meet Our Associates’ Website Update and Email Newsletter Launch
As a benefit of participating in the AHA Associate Program organizations are featured on a dedicated webpage highlighting their services. To increase visibility and value for clients I oversaw the launch of a promotional email series, and enhancements to the website user experience. Adding a content filtering system which allowed users to personalize their webpage visit, and find the organizations most relevant to their needs.
Product development starts as an idea. An idea is best served when it is visualized and brought to life for others to see.
Before a single material was created for this project we had to make sure that the right plan was in place. That meant getting our concept on to a white board and collecting feedback.
This wireframe guided our discussion and discovery, leading us to finding the right path for a product launch.
Addressing the needs of our customers (AHA Associate Program participants) was the primary issue we needed to solve. However, success would only happen if it was delivered and positioned the right way. That meant leading with the needs and expectations of the target audience, hospital and health care leaders in the AHA CRM.
By collaborating with our other internal experts who worked closely with field engagement, communications and membership value teams we found the right way to present our new email vehicle.
Ensuring there was relevancy and value for recipients was a must-have in order to go live. We decided on leading with a piece of AHA thought leadership content, personalized copy for the target audience segment, and linking out to other materials featuring Associate Program organizations (webinars, panel discussions, etc) on the topic.
We developed the launch and editorial calendar around topics and Issues that are critical to AHA members. Building the correct audience for each specific niche, and identifying thought leadership content that was applicable for each execution.
After the concept was approved we moved ahead to creating the email design alongside the website work. The launch of the email newsletter was scheduled to coincide with the launch of the updated website.
I worked with the marketing operations, marketing and graphic design teams to transform our email wireframe into a finished product.
By identifying all of the content we planned to use and building an editorial calendar ahead of time I was able to provide our graphic designers with the materials we needed. Increasing our speed to market.
Keeping our project timeline in tact and allowing our team to review and approve email assets with no deadline pressure. By standardizing the email layout we also had the ability to repurpose the template and keep branding consistent across each execution.
The entire update to the ‘Meet Our Associates’ page was based on a different website I created for a collection of portfolio companies (aka portcos) that had a relationship with the AHA.
The portco page was where I worked with our website developers to create a way to filter website content. The portco website contains 10 - 15 different case studies and visibility is limited, similar to the issue facing sponsors on the ‘Meet Our Associates’ website. There is a lot of content competing to be seen.
To improve the experience for website users we introduced a filter which gives visitors the ability to control what they see. Narrowing down the list into only the options that are of interest. By putting website preferences first the portco website has generated over 2,800 resource downloads with zero paid promotions and a conversion rate above 50%.
Seeing the success of the content filtering on the portco website gave us the directional information needed to make changes to the ‘Meet Our Associates’ page. After updating the website and launching the ‘Meet Our Associates’ email newsletter we doubled the length of the average website session. Meaning that visitors were staying longer, and spending more time engaging with the website materials and clicking out to partner websites to learn more.
The increase in website traffic and length of stay meant that we could show increased value to participants in the program. We successfully created a new way to promote their organizations to their most relevant segment of the health care workforce without having to buy an additional product or service.
Meet Our Associates website with content filter applied
Meet Our Associates website without content filter applied
AHA portfolio company website