DOES WORKPLACE WELLNESS WORK? WHITEPAPER

Designed a white paper and art direct­ed adver­tis­ing for a pilot project involv­ing LinkedIn strategy.

Categories

Illus­tra­tion
Lettering

Skills

Adobe Illus­tra­tor
Astropad Studio

Project Metrics

Role

Art Direc­tor, Graph­ic Design­er, Project Manager

Project Descrip­tion

Led by UW-Exten­sion Con­tin­u­ing Edu­ca­tion, Out­reach and E‑Learning (CEOEL), Uni­ver­si­ty of Wis­con­sin Health and Well­ness Man­age­ment is an online, col­lab­o­ra­tive pro­gram offer­ing bachelor’s and master’s degrees to busy adults who are bal­anc­ing work, fam­i­ly, and oth­er respon­si­bil­i­ties. CEOEL’s mar­ket­ing, pro­gram man­age­ment, and media teams col­lab­o­rat­ed on a mixed media white paper that worked as a prospect­ing resource for per­sons work­ing in health and well­ness and for those who are con­sid­er­ing this career path.

Mar­ket­ing mate­ri­als cre­at­ed for the mixed media campaign:

  • Email to prospec­tive students
  • Email to cur­rent Health and Well­ness Man­age­ment students
  • Face­book ad
  • LinkedIn ads
  • LinkedIn posts

Web con­tent posts:

Objec­tives

  • Cre­ate a deliv­er­able to mem­bers of health and well­ness pro­fes­sion­al organizations
  • Dri­ve traf­fic to the HWM web­site via an ad cam­paign pro­mot­ing a down­load­able white paper
  • Posi­tion UW Health and Well­ness Man­age­ment as an author­i­ty on the sub­ject of work­place wellness
  • Pro­vide mean­ing­ful con­tent in an email cam­paign beyond a sim­ple sales mes­sage, thus increas­ing the open rate

Results

The Health and Well­ness Man­age­ment Does Work­place Well­ness Work white paper  met or exceed­ed each of the objec­tives and result­ed in a pos­i­tive response from all cam­paigns and pro­fes­sion­al groups.

  • Achieved high open rate. The indus­try stan­dard for email open rate in high­er edu­ca­tion is 22 per­cent. The email to cur­rent stu­dents achieved a 45 per­cent open rate, which exceed­ed the goal.
  • Pro­duced high num­ber of Face­book engage­ments. The over­all paid and organ­ic reach of the retar­get­ing Face­book ad pro­duced a high num­ber of clicks (505).