St. John Ambulance
The Challenge
St. John Ambulance, a global leader in first aid training, recognized that it had to define its key messages to government, stakeholders, volunteers and trainers province-wide. In order to remain relevant in a competitive environment, St. John Ambulance approached Applecore to develop a marketing communications strategy that would help keep its leading market position amidst a climate of regulatory change.
The Execution
Applecore developed two different creative platforms directed at two key audience groups. The first message was addressed to the general public, with content that to outline the extent of services offered and promote lesser known services such as the Therapy Dog Program and car seat safety. The second message was aimed at current and potential volunteers and called "Ordinary People Doing Extraordinary Things," highlighting how their contributions impacted not only their own lives but also the lives of others.
Applecore developed a marketing strategy that covered the execution of a general promotion campaign, including advertising. For general promotion, a fully-functional website, an eye-catching display booth, a first aid training guide and various other print materials were developed. The advertising campaign consisted of a province-wide media buy, including radio time, niche media, cable TV spots, and space in local newspapers such as the Telegram and the Independent. A soft call to action was built into the campaign to encourage visitation to the website, where more detailed information could be found.
The Results
The campaign produced a remarkable 42% increase in website traffic, and the average visit lasted two minutes and 47 seconds. Analysis of web statistics revealed that the most visited pages were the home page, the course schedules and the contact information page. The promotion of lesser known programs, one of the campaign aims, had positive results: among others, the Therapy Dog program in particular saw considerable expansion, with the Executive Director of the St. John Ambulance saying that "...interest in the program increased by 33%." Further, a notable reduction in general inquiries to the 1-800 line was reported, indicating the increased usage of online information.
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- Ad Campaign
- Category: Print
