Challenge: The Ambulatory Surgery Center Association (ASCA) wanted to market its PAC in an effort to increase donations, using a limited budget. Remey Communications proposed an electronic email campaign using podcasts and digital postcards to reach out to ASCA’s physician members who own and operate ASCs.
Action: Create a series of three informational podcasts from existing footage that Remey had shot for a video used at the association’s Annual Meeting. This saved ASCA significant money by not having to shoot new footage. The podcasts were approximately two to three minutes long with a common intro/outro. Topics ranged from explaining current Congressional battles affecting ASCs to talking about what the PAC does, its accomplishments and its goals.
These were posted to ASC’s advocacy page in a prominent place with a link included in carefully scripted emails targeted to gatekeepers. The emails also contained links to donate to the PAC. Links to the podcasts were included in other communication vehicles that went to members for the broadest distribution.
In addition to the podcast series, a digital postcard was created that was sent via email with a tailored look and message that tied into the podcasts.
Results: Various digital communication options were implemented as part of this limited campaign. This strategy was important in order to catch the attention of as many people as possible. Since research shows that people in general like to be communicated to in different ways, this plan provided an opportunity to reach a wide audience and do so according to their communication preference. This gives our message the greatest chance of being received. PAC donations were buoyed as a result of this effort.