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Marketing & Communication

Marketing & Communication. A first analysis of UEG Rebranding An attempt to measure the effectiveness of marketing initiatives. Katharina Buder-Gannon UEG Week Amsterdam. Brand architecture. Basic elements. UEG Rebranding - a sucess ?. Who we are ? Mission

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Marketing & Communication

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  1. Marketing & Communication A first analysis of UEG Rebranding An attempttomeasure the effectiveness of marketing initiatives • Katharina Buder-Gannon • UEG Week Amsterdam

  2. Brand architecture

  3. Basic elements

  4. UEG Rebranding - a sucess? • Who weare? • Mission • We work together to constantly broaden and deepen knowledge of gastroenterology, advancing and advocating solutions to meet current and future challenges. • Vision • To be the global reference point for the care of gastroenterology patients. •  “Advancing gastroenterology care” • Howweare? • Human andapproachable • Knowledgable • An authority in whatwe do • Accessibleand informative • Modern, movingandadvancing

  5. UEG Rebranding - a sucess? • Strengths of ournewbrand • Consistent • Simple • Relevant • Recognisable • Clear • Professional • Understands the audience

  6. Stationary • Business Cards, Email Signatures, Envelopes, Compliment Slips, Letterheads, PPTs

  7. Give-aways • Pens, USB Sticks, Ties, Notepads, Folders, Cardholders, IpadSleeves, Sweets, Rubic Cubes

  8. HistoryBrochure

  9. UEG Home UEG WeekLanding Page UEG Journal Landing Page UEG Education Landing Page

  10. Research LandingPage EU AffairsLanding Page My UEG News & Press LandingPage

  11. www.ueg.euStatistics (as per Oct. 16)

  12. www.ueg.euStatistics Development of pageviews

  13. www.ueg.eu Statistics Top Pages Top TenContries

  14. www.ueg.eu Statistics Top Website Referrers

  15. http://www.e-learning.ueg.eu/ Statistics (May 1-Oct 9, 2012) • Data collected for UEG e-learning only from mid July onwards Visits • Total visits: 6.666 (3.410 havecompletedregistration) • Returningvisitors: 3.732 (56 %) • New visitor: 2.934 (44 %) • Number of pages/visitor: 6,21 • Average time online: 7 min, 31 sec • Views • Total Views 41.417

  16. Statistics: Google Analytics (May 1-Oct 9, 2012) Top 10 Countries VisitsPages/visit Time/visit New visitors

  17. http://www.e-learning.ueg.eu/ Statistics (May 1-Oct 9, 2012) • Launch of UEG e-learning on May 1, 2012 User accounts Salesper Oct 10

  18. http://www.e-learning.ueg.eu/ Statistics (May 1-Oct 9, 2012) BEL: Begium MLT: Malta GRC: Greece SGP: Singapore Top 10 countries with respect to number of orders

  19. e-marketing Statistics • 2-3 Newsletters sent out per month • UEG, Education, Week, e-learning, EU News • 3 different databasesusedat the moment • Large database of 25.000 email addresses • e-learning registered users of 3000 • Small database of 300 boardandcommitteemembers • Other callsandcommunicationwithmembers not included

  20. e-marketing statistics

  21. e-marketing statistics Detailledreport of Week Newsletter „Win a freeregistration“ (August)

  22. Proofthat e-marketing works

  23. Proofthat e-marketing works

  24. Social Media Statistics (as per Oct. 17)

  25. Social Media Strategy • Encourage participation • Presenting a mix of interesting topics, including topics of public interest & fun stuff • Raising questions and motivate to discussion • OrganisingLotteries & quizzes • Facilitatenetworking • Create and host groups, offering especially young physicians (course-participants)new channels for networking . • Covering events • UEG Week: Livecoverage of the meeting, promoting online discussion (#UEGWeek), and monitoring the discussion. Raising visibility through the use of twitter walls • Covering pre-Congress events • Coveringcourses • Work in campaigns • Keeping up a topic, presenting it from different angles • Help fromvolunteersneeded!!!! • Regardingscientifccontent

  26. A slowlygrowingsocialmediacommunity….

  27. Communication – succesfuldevelopments • To Members • Improvedcontactwith National Societies • Members Database received (7 countries with email, 15 countries withpostaladdresses) • Through regularforwarding of UEG mailings • My UEG • Calendar of Events uploadandotherservices • Promotion of UEG initiatives • At National Meetings • Byforwardingmailingsandwebsitepostings • Road shows • Social Media connection To Non Members • First Contactto64 WGO Member Organisation • Enhanced activitiesplanned in 2013 tocontactotherstakeholders  Externalrelationsstrategy

  28. UEG Journal

  29. Prelaunchactivities Journal Advertising • In cooperation with SAGE Marketing • Branding • Booth displaysandsignage in RAI • Promotion • Ad inserts in all PrintedMatters • Leaflets/Flyers/Order Forms • Production • Giveaways (Post its, dummyissue) • e-marketing • Coverage in Newsletter andSocial Media • Websites • Banners on all Websites

  30. Future Plans Targeted Mailing and Communication – UEG Datamanagement • Increasedtargetingwith the help of ournew Data managementsystem • Hier screenshot einfügen von kundenmeister

  31. Exclusive Preview: UEG the Film ‘Celebrating the past - anticipating the future’

  32. Thank you for attending, if you are interested in finding out more about UEG visit www.ueg.euLike us on Facebook at www.facebook.com/uegTweet us on @ueg • Katharina Buder-.Gannon • UEG Week Amsterdam

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