In early fall 2019 the SJA Marketing Committee responded to a request from the Business Development group to develop a Marketing and Sales strategy to sell AEDs during CPR Month. Recognizing the connective tissue between the timing and the request the Marketing Committee developed a robust digital strategy for the period of Oct 15, 2019 – Nov 30, 2019. A $10,000 budget was allocated from National Office budgets. Of this, $8,000 was deployed on digital ad spends and $2,000 was kept in contingency.
The Results: The campaign was successful in driving revenue and brand awareness at a national scale in both English and French. My team developed over 240 pieces of social media content in English and French inclusive of paid and organic content. Created a Save A Life Selfie campaign for which we negotiated a free AED from Zoll, used to engage our audience on social media.
Paid Ad Results
Organic Content Performance
Examples of Save a Life Selfie Submissions