Content Marketing: Internal Case Study for Prevea Health’s GameChanger Program

• Sales Approach• Platforms and Revenue• Example• Results• Pros and Cons

Content Promotion: Sales Approach• A Needs Assessment revealed the following for Prevea Health:

• They were looking for a meaningful way to wrap up their Game Changer* campaign.

• They had used billboard, TV and radio exclusively during the 6 month program but felt those outlets didn’t provide enough lasting impact on what the campaign was about.

• They were also concerned that they missed a portion of their audience as the Game Changer awareness was not as strong as they would have liked.

• Prevea Health knew their GameChangers had great stories to tell and were looking for a platform to do so.

• With 2 weeks remaining in the program, Prevea Health had not yet captured comprehensive (start to finish) stories on any of the contestants, and felt they did not have the resources to do so.

*Game Changer followed 6 people on a journey to lose weight and embrace a healthier lifestyle. They were paired with life coaches at Prevea Health, who worked with them over a 6 month period of time. GameChanger’s, with the help of Prevea Health staff, documented their successes and challenges along the way. Aaron Rodgers was the spokesperson of the promotion.

• Developed custom campaign:• Utilized research to show how effectively we could reach their

customers through our print and online products. This illustrated that they were missing a big portion of their intended message.

• Proposed a multi-media solution that would tell the GameChanger’s stories in an impactful way.

• Published a series of four 4page broadsheets that told each GameChanger’s story, observations from their Life Coach, and complimentary “health style” features

• Published in our Sunday newspapers, plus additional copies were distributed within the clinics

• High Impact ads were run on our n.com sites as the sections published, and coupled with local display ads on yahoo, targeted to healthy lifestyles. These ads were directed back to the GameChanger website, where their full stories could be seen.

• Content was a collaboration of materials produced by Prevea Health and GameChanger stories produced by our Magazine Editor.

• Our niche publication team produced the pieces with creative images supplied by Prevea Health.

Content Promotion: Sales Approach

Revenue and AllocationProduct

4 Page Broadsheet 4 weeks, publishing in the Green Bay Press-Gazette and Sheboygan Press

High Impact ads, front page pencil ads, and home page and section takeovers

Various dates over 4 weeks, running on both newspaper web sites

Yahoo: Behavioral Targeting 200,000 Impressions over 4 weeks

Total Investment: $44,000

GameChanger Content Example

Front PageBack Page

Pages 2-3

GameChanger Digital Examples

Broadsheet Results

n.com Results

Green Bay:• 88,283

Impressions• 127 Clicks• 0.14% CTR

Sheboygan:• 58,868

Impressions• 106 Clicks• 0.18% CTR

Total:• 147,151

Impressions• 233 Clicks• 0.16% CTR

Takeover Results

Homepage Pencil Results

March 11, 2014• 13,549 Impressions• 61 Clicks• 0.45% CTR

March 4, 2014• 13,305 Impressions• 66 Clicks• 0.50% CTR

March 18, 2014• 13,304 Impressions• 78 Clicks• 0.60% CTR

March 25, 2014• 12,251 Impressions• 62 Clicks• 0.51% CTR

Yahoo Results

Green Bay:• 125,316 Impressions• 15 Clicks• .01% CTR

Sheboygan:• 75,089 Impressions• 14 Clicks• 0.02% CTR

Total:• 200,405 Impressions• 29 Clicks• 0.01% CTR

Successes and Challenges

Challenges:• Required a lot of resources and collaboration over a very short period of

time, forcing us to back burner other projects to allow enough time to complete this project.

• Price point is high, so it is not easily duplicated.• We felt video would have driven higher engagement on the digital side, but

the solution was amended to take overs and BT ads due to time constraints of producing good video.

Successes:• Clear expectations were set in terms of who was responsible for outlining

content, writing and editing the content, and turn around times. That helped move the project along in the time frame we needed.

• Prevea Health was extremely pleased with the project and work flow.• Results were positive and met client expectations.• Generated $44,000 incremental revenue over 4 week period.• Show cased our capabilities with one of our largest local health care

providers.