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Small Budget Cancer-Screening Campaign Pays Off

Marianne Aiello, for HealthLeaders Media, April 10, 2013

Targeting employees via Facebook
Direct mail was only one way of getting the message across. Marketers knew that the elements they chose to get the campaign message through would be key to its success. The marketing team disseminated the message via e-blast, posters, and the direct mail pieces. And using a tactic that is uncommon for an internal effort, VCU created an employee-focused Facebook campaign.


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"Employees are inundated with information—memos, emails, notices, flyers—and the information you want to convey has to be able to crash through all that clutter and hit its mark," said Susan Dubuque, principal for ND&P. "It is also important that employees trust that their employer really has their best interest at heart. This is particularly true when it comes to any kind of health promotion or prevention message."

The Facebook ads, targeting female, VCU employees, came a few months after the print run to give the campaign a little boost.

Facebook ads tend to "wear out," especially when targeting the same audience over a period of time, so ND&P's creative team came up with several iterations for the social network ads. The initial Facebook ads featured simple representations of the pink x-ray glasses. The next leg featured the glasses on a woman's face.

The current version has the glasses sitting on the faces of animals, still using play-on-words taglines. (A sunglass-wearing elephant with the tagline "Make sure you don't forget," for example.)

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