A Facebook advertising campaign I develped to promote a lead generating event, which resulted in a 16% enrollment increase.

1. Facebook Advertising Campaign:
Wellness Screening For Your Health Event
Mary Ann Davis

2. • Offered by Howard County General Hospital Population Health department
• Used to generate leads for Population Health classes, including:
o Living Well – self-management class for individuals living with long-
term health conditions
o Living Well with Diabetes – self-management class for individuals
living with Type 2 diabetes or have been diagnosed as prediabetic
o Living Healthy with Hypertension – self-management class for
individuals living with high blood pressure
• Registration available online, by phone and in person.
Wellness Screening for Your Health Event

3. Initial Marketing Tactics
Listing in Wellness Matters Magazine,
mailed to Howard County residents
Email Marketing
Internal
Audiences
External
Audiences
Collateral: Posters and Flyers

4. Despite initial marketing tactics,
enrollment was low and Population Health only
had a small budget to spend on advertising.
Challenge

5. Increase traffic to Wellness Screening for Your Health
web page and online registration conversions.
Goal

6. Solution
Advertising

7. • Gender: Men and Women
• Ages: 30 – 65+
• Location: Howard County, Maryland zip codes
• Interests:
Weight Loss (fitness and wellness), Diabetes Health, High Anxiety,
American Diabetes Association, Taking Control of your Diabetes, Defeat
Depression, Diabetes Mellitus Type 2 Awareness, Weight Watchers,
Health and Wellness, Nutrition, Blood Pressures, Healthy Diet, Fitness
and Wellness, Health Care, Health (magazine), Diabetes Today and
Diabetes Well Being
Target Audience

8. • Cost Per Click
• Budget: $300
• Time frame:
March 22 – 29 (12 a.m.), 2017
Ad Campaign

9. Results
444
9
0
100
200
300
400
500
Page Sessions
Wellness Screening Web Page Sessions
March 21 - 29, 2017
Facebook Total Non-Facebook
Generated 444 page
sessions with an
average CPC of $.70.

10. Results
Gained 11 conversions (online registrations),
accounting for a 16% increase in enrollment.

11. Results
Population Health staff reported
many attendees learned about
the event from Facebook.

12. Conclusion
Continue running the Facebook ad campaign for future
Wellness Screening for Your Health sessions, increasing the
run time and budget.

13. Mary Ann Davis
Digital Marketer & Strategist
Providing strategic marketing
solutions to businesses, focusing on
digital marketing that compliments
traditional marketing, and teaching
people how to use social media to
promote businesses.
about.me/mary_ann_davis
mary_ann_davis@outlook.com