1 / 15

Innovative Promotion for BC's QuitNow Services

Szuan, in the BC context of 4.1 million population with 600,000 tobacco users and a 14.4% use rate, launched QuitNow Services in 1998. With only 3% of smokers associating QNS as top-of-mind resources, the QuitNow & WIN Contest aimed to raise awareness while helping users quit. The 50-day plan starting on September 23rd led to winners announced on February 20th. With 500,000 eligible tobacco users, 7100 registered, and 14,200 directly involved, the contest catered to those 19 or older, BC residents, daily tobacco users, with support buddies and an email address. The primary goal was to promote the quitline and website, while the secondary goal was to aid quitting. Promotions were widely spread across Contest Promoters Network, Facebook, community detailing, Adwords, paid TV PSAs, send-to-friend, and share-a-story features, with key success factors being personalization and community building. Visit www.quitnow.ca for more information.

creynolds
Download Presentation

Innovative Promotion for BC's QuitNow Services

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Innovative Promotion for BC’s QuitNow Services Szuan

  2. The BC Context Pop 4.1 Million 600,000 tobacco users 14.4% use rate Comprehensive tobacco control since 1998 QuitNow Services 3% smokers think of QNS as top-of-mind resources

  3. QuitNow & WIN Contest 50 days to plan Go ahead on September 23rd Launched November 24th Announced winners February 20th 500,000 eligible tobacco users in the province 7100 registered 14,200 directly involved

  4. QuitNow & WIN Contest • 19 or older • BC residents • Daily tobacco users • Support buddy • E-mail address • Primary goal to raise awareness of quitline and website (QNS) • Secondary goal to help tobacco users quit

  5. Promoting the Contest • Contest promoters • Facebook • Community detailing • Adwords • Paid TV PSA • Send to a Friend • Share a Story

  6. Contest Promoters Network of promoters Electronic contact Distribution of contest material in communities Continued contact after contest

  7. Facebook • Organic • Paid for ads • One of the top referral sources prior to paid TV PSA • Goal conversion of 10% • $3.81 cost/registration

  8. Community Detailing • Organized at short notice • Hired over 20 university students • 2 weeks before Christmas • Face-to-face distribution of contest material • Medical offices, businesses & random smokers on street • Targeted communities

  9. Ad Words • Monitored closely through Google Analytics • Refined throughout contest • Change ads to make use of performers versus non-performers • Goal conversion of 21.32% • $5.29 per registration

  10. Paid TV PSA 15 second PSA  registrations

  11. Send to a Friend Social networking Viral promotion 440 visits through “send to a friend” Conversion Rate: 45.84%

  12. Share a Story Support Personalized Interactive Growing sense of community

  13. Key to Success Building Relationships with: Contestants Contestants and Support Buddy’s Contest Promoters

  14. The Faces of Winners

  15. Go To: www.quitnow.ca for details

More Related