The American Heart Association is our country’s oldest and largest voluntary organization dedicated to fighting heart disease and stroke. With the help of more than 30 million volunteers and supporters, AHA funds lifesaving research, advocates for public health policy, and provides critical tools and education to save and improve lives. As the nation’s leader in CPR training, their commitment to providing public health and professional education saves millions of lives.
The National Workplace Health Summit showcases the latest research and implementation case studies in workplace health and well-being programs designed to improve employee health. (Treadmill desks anyone?) The summit, specifically created for health and wellness practitioners and human resources (HR) professionals, offers attendees an opportunity to learn about innovative partnership models and implementation strategies from industry leaders and peers. It’s also a great platform for networking and exchanging ideas and best practices.
Inviting practitioners to attend the 2016 summit was relatively easy since most are members of the American Heart Association and the relationship was already in place. Reaching HR professionals proved to be more of a stretch. AHA came to us with little time to spare to help reach this audience and drive attendance to the summit.
The clock was ticking, so we narrowed our focus and set out to reach the audience most likely to be able to attend the event on short notice. We targeted HR and wellness professionals w90-mile 90 mile radius of New Orleans (the event’s host city), eliminating travel as an obstacle to attending the one-day event.
Certainly, these “super-locals” were familiar with the American Heart Association brand (who isn’t?) But, unlike AHA members, they weren’t connected by years of direct communication and engagement. This would be the first time many of them were even made aware that the AHA hosted events for their profession, so our goal was two-fold; get them to the event—and create a personal connection that would start a long-term conversation. We jumped right in with a series of strategic emails and aggressive geo-targeted social media campaigns to build awareness and relevance. And because we knew the HR folks would respond better to a personal invitation, we launched a one-to-one calling campaign with a one-to-many conversion strategy that focused on the promotion of group rates.
We created call scripts to keep everyone on message, leveraging the AHA brand story to position the event, and created a clear call to action to drive registration. The result: A successful event and new audience, opening the path to continued engagement.
Now doesn’t that make your heart feel good?