EvaluationContent Marketing ProgramAugust 7, 2015 – January 25, 2016

Program objectives

Goal: To raise awareness of the organization with a focus on growing the doctor’s practice.

• Inform people that the organization is the city's first and only provider of specific services in the region.

• Position the CEO as an advocate for customers.

• Raise awareness of the ease, simplicity and availability specific services in the area.

• Drive traffic to the website and help grow sales lead conversions.

• 32% more people are visiting the CEO's website profile

• 48% more people are visiting the website in general

• Facebook fan base has grown by 70%

• Twitter fan base has grown by 50%

• Digital sales leads up 94%

• Twitter has connected us with influential people:

• Chloe Girvan, Yummy Mummy Club

• Canadian industry leaders

• US industry leaders

Huge growth in digital engagement

Effective sales lead generation

Six mon

ths be

fore t

he pr

ogram

First s

ix mon

ths of

the p

rogram

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Visiting the website

Six months before the program

First six months of the program

0

100

200

300

400

500

600

Using the contact form

Visit

ors

Peop

le c

onta

cting

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Google Ads Work!

Reaching 144,237 people1,389 of whom clicked through to content

…For only $1.28 per click!

Precision targeting delivers results

• 70% more followers• Reach has expanded by 54%• Trending ahead of competitors

Twitter is a proven channel to connect with relevant local

influencers

ottawa life

busin

esssurg

ery

food

free

medical

cosm

etic

0

5

10

15

20

25

30

35 Top keywords used in followers’ profiles

Follo

wer

s

Like…• Angie Poirier, Host Majic 100 & CTV Ottawa• Sarah Kidder, Blogger & Interior decorator• Natalie MacLean, Blogger & wine connoisseur• Michelle VandenBosch, Local business owner (Rebel Petal)• Kurt Stoodley, Realtor & former host CTV Morning Live

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