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Campaign: Growing the Mom's Network on 3aday.org Winners: Dairy Management Inc., Edelman PR Dairy Management Inc. wanted to reach more of its consumer evangelists - young mothers - for two purposes: to promote the benefits of dairy products as part of a healthy diet and as a weight-loss aid, and to encourage them to give more milk to their kids. The objectives: to increase 3aday.org Mom's Network membership, and to build recognition of 3-A-Day of Dairy's stronger bones and weight loss benefits, using 3aday.org traffic, Mom's Network members and awareness data measurement tools. The organization drove traffic to its Web site through key retail promotions and relationships; by rewarding mothers' participation on the site with online/off-line incentives to build loyalty; and by leveraging "back to school" time to activate and educate moms about the importance of milk in schools. The organization took advantage of the Super Bowl season to promote - on the site and in its monthly Get 3! e-newsletters - healthy recipes incorporating milk, cheese and yogurt that mothers could use in their menus for the day of the game. A Real People, Real Results insert in People magazine highlighted 3-A-Day of Dairy's role in healthy weight loss and referred people back to the site. An online "Tackle It Today: Share Your Weight Loss Success Story" contest rewarded participants with a chance to win a trip for two to Hawaii and tickets to the 2006 NFL Pro Bowl. Frequently refreshed content on the site provided tips and tools for moms and families, including a Recipe Wizard, Workouts that Work, a 16-week food and exercise journal and a Dietary Assessment Tool developed by WebMD.com for 3-A-Day. Plus, a Spanish-speaking version of the site, 3aldia.org, provided dairy tips and recipes, a meal planner and links to other resources in Spanish, including the USDA's MyPyramid, for the Latina audience. The program boosted online Mom's Network membership by 139% between January 2005 and January 2006. In addition, the average total monthly visits to the site soared to 190,000: an 88% increase from 2004, and mothers' awareness of dairy's connection to weight loss rose by 76%, up by 25% between November 2004 and February 2006. Honorable Mentions The Pennsylvania Department of the Auditor General recreated its Web site (http://www.auditorgen.state.pa.us) to make it the most appealing and easiest to use site in the state government. If that sounds like an oxymoron, it's not. On a shoestring budget, the in-house team added color and graphics to make the home page inviting, brought common sense to the navigation buttons and packaging (for a site that accommodates more than 727 pages of info), added interactive features that let the public fill out forms and download information, and created links to other government sites of interest to the public. Pervasive ignorance, misinformation and negative perceptions of the accounting industry among high school and college students has led to an alarming decline in accounting majors and CPA-certified prof between 1990 and 2000. The American Institute of Certified Public Accountants turned this trend of decline on its head with a long- term, innovative recruitment effort centered around http://www.startheregoplaces.com, an interactive Web site that informs students about the opportunities a career in accounting would hold. The effort paid off, with 340,000 students registering with the program since its inception and the number of college students who declared accounting as a major rising from 2% in 2000 to 10% in 2006. To promote the launch of its new Web site - and a first-of-its-kind travel site frequent flier miles program - Louisville International Airport PR executives kick- started a campaign based on a trifecta of PR tactics: messaging (the Web site, http://www.flylouisville.com, was part of the tagline on all airport communications), partnerships (the local AAA baseball and arena football teams helped promote the site) and promotions specifically targeted to the most influencing audience (research showed that females between the ages of 25 and 54 are the primary decision makers regarding leisure travel). All said, the campaign paid dividends: Registered members went from 0 to 27,142, monthly tickets sold went from 0 to 494 and monthly ticket sales earned approximately $200,000.

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