2019, august, social media, Uncategorized, work, work sample

Sharing the news of MedVet Chicago’s brand-new hospital on Facebook and LinkedIn

Last week I traveled for work to Chicago to support the opening of a brand-new state-of-the-art veterinary emergency hospital.

Another Marketing team member and I drove to different referral partners (this is what we call veterinary practices that refer patients to MedVet’s emergency and specialty hospitals) around Chicago. We told the staff about our new hospital opening up, explained the phone number was staying the same and how we were expanding our services.
I admit it was outside of my comfort zone a bit because I don’t usually have a lot of face-to-face interactions with veterinarians, practice managers or our referral partners. I prefer to stay behind-the-scenes as support, but I can certainly muster up the courage and extroverted side of my personality and talk to new people. I learned a lot from the team members I was with about how we speak about MedVet to referral partners and how MedVet is perceived by others.

We were able to take a tour of the new hospital in Chicago before it opened to the public and I was blown away by how large it is. I believe it’s 6,000 square feet. The old hospital was comprised of two different buildings with multiple floors so doctors and clients had to do a lot of walking up and down flights of stairs. This new hospital is all one floor, which I’m sure the staff is very excited about.

The day the new hospital opened, I set into action my digital marketing plan that I’d made with the Chicago Regional Marketing Director to update the hospital address across our digital channels. I updated our address on our:

  • Facebook page
  • Yelp page
  • Google My Business listing
  • Apple Maps
  • Multiple spots on our website

Updating an address online is important but this felt more important than normal because the stakes were higher. We needed to ensure that no one accidentally drove to the old hospital, especially during an emergency with their pet.

As part of this plan to tell our audience about our Chicago hospital moving, I worked closely again with the Chicago Regional Marketing Director and the Marketing leadership to write a press release that was shared on our website and distributed through PR Newswire. 

I posted on Facebook and LinkedIn. I wanted to take a moment to talk about how well those two posts did.

We posted on the Chicago hospital’s Facebook page about the move and boy, did that post explode. I mean, it was a positive explosion of engagement.

chicago medvet hospital facebook
This Facebook post had the most engagement in MedVet’s history. I admit I wasn’t expecting this strong of a reaction from our Facebook audience to this news. I should’ve expected it because at Volunteers of America, I’d actually experienced something similar where a post about the grand opening of our new Pickerington thrift store has uncharacteristically high engagement. I learned that social media posts about new locations tend to go viral. 
page analytics facebook medvet chicago
You can see we gained 479-page likes in just one week; a huge increase from our normal growth. More importantly than the increase in page likes, we saw a 537% increase in Post Engagements.
facebook likes increase chicago medvet
Before this post, we had 4,624 likes. After the post, we has 5,099 page likes. That’s a 475 increase!
chicago medvet facebook likes
Showing the increase in Page Likes through a visual graph. 

 

We also shared the news of the new hospital on LinkedIn and again, our audience was very excited, resulting in high levels of engagement.

You can see the copy of the LinkedIn post is very similar to the Facebook post copy but we chose to use two images rather than just one.

Screen Shot 2019-08-31 at 1.26.12 PM
In our LinkedIn strategy, one of our goals is to gain more engagement in the form of comments so we were pleased to see six comments on this post where we usually only see 1-2 comments on a post. 

Screen Shot 2019-08-31 at 1.26.29 PM

linkedin analytics medvet
You can see here how this post had significantly higher engagement and impressions that our previous posts.

 

 

2019, social media, Uncategorized, work, work sample

How a Facebook Post Can Evolve Through Teamwork

I wanted to highlight a recent example of how a Facebook post went from concept to publishing and the beauty of how that idea evolved and changed through collaboration.

Concept: Hurricane Barry was barreling right into the path of our New Orleans and Mandeville MedVet hospitals so we were concerned about pets being displaced.
The Regional Marketing Partner reached out suggesting we post on Facebook if lost pets are brought into the hospital. The hospital was set up to temporarily shelter any found pets during the storm. I agreed this was a great idea and set out to make a “found pet” template in Canva.

This was my first draft. I knew it needed to have the pet’s picture, pet’s information and be on brand. I wanted a simple and straightforward design.
This is the second draft, that the Regional Marketing Partner made. I was really impressed by the sense of urgency this post conveys and the icon in the top left corner which could add consistency if we used this template on multiple posts.

Based on feedback from my manager, and from consulting our graphic designer, the post was revised a third time. The background color became lighter, the top left icon changed and we used our brand’s emergency color which is red.

So, after a couple days of back and forth and making three drafts, we needed to use this post template.

This dog was displaced in Hurricane Barry and we used the social post template our team created to find her owners and get her back home safely.

Over the weekend, a female chocolate lab came into our Mandeville hospital. We posted on Facebook about her, using our new template, and it worked! She found her owners.

2019, social media, Uncategorized, work sample

MedVet Facebook Posts I Created

I’m proud to share some of the Facebook posts that I created for all of the 24 MedVet Facebook pages recently. My goal with the content creation has been to engage our audience while still maintaining our commitment to leading specialty healthcare for pets. I’m learning that our audience loves to interact with us, whether it’s sharing pet photos or answering our questions. I made these graphics in Canva and wrote the copy.

This informative post was targeted to cat-owners looking to learn more about what symptoms of arthritis to look out for.
We’re fortunate to have a strong base of digital cheerleaders who leave MedVet glowing 5 star reviews on Facebook, Google, Yelp and other sites. I wanted this post to thank our supporters as well as subtly encourage others to leave us a review.
Here’s another informative post we did to help pet owners protect their pets from snakes. With the temperatures rising and more dogs outside this time of year, the hospital emergency rooms often see an increase of pets coming in suffering from snake bites. I wanted this post to give practical steps a pet owner could take to snake-proof their life.
I was proud of how clever this post was. I’d like to repurpose it again closer to Halloween and Valentine’s Day too.
To increase engagement, I created this post asking our audience to guess the name of this dog. I struggled to think of a hint that would be helpful but not too easy. My hint ended up being “4+2=” and most people correctly guessed his name was Six. Our audience loved this post, not only because they got to interact with us and each other but also because they got to learn more about a police dog.
This post was a two-for-one engagement driver. Not only did we ask people to comment True or False, we also asked our audience to visit the blog post on our website to learn more about skunks. (Oh and the answer is True.)
This post drove engagement and educated pet owners about micro chipping. Polls on Facebook Pages are a relatively new feature and I wanted to take advantage of the opportunity to ask our audience a simple question and try out this type of content.

The postings on this site are my own and do not necessarily reflect the views of MedVet.

email, Uncategorized

Operation Backpack Thank You Email

At work, I sent out this Thank You email today to everyone who participated in Operation Backpack this year and in previous years. I worked with Becky to revise the language and make sure the photo featured diverse kids. I’m proud of how donor-centric this email copy is. After I sent it out, Nicole replied to me saying “My favorite email!” which was a huge compliment. My mom texted me saying “Great Job” on this email and that some of the backpacks the kids are holding look like ones she and her company donated. That’s the reaction I wanted. Like hey, “That smiling kid is holding the unicorn backpack I donated. Wow, look how happy and confident he looks! I love Operation Backpack.”

You deserve an A+ for your generosity!
Image of the email

You can also click here to see the email online

 

From: Volunteers of America of Greater Ohio [mailto:operationbackpack@voago.org]
Sent: Thursday, August 23, 2018 9:48 AM
To:
Subject: You deserve an A+ for your generosity!

You deserve an A+ for your generosity.
You deserve an A+ for your generosity. (1).png
It’s a happy new school year for more children, because of you!

You’ve helped over 4,000 children across Ohio who are homeless or in-need start the new school empowered to succeed. Because of you, they’re heading back to school this year ready to learn.

The next time you see a child walking confidently to school, or a school bus of smiling faces driving by, know that you helped put smiles on some of those faces. You’ve given hope and confidence for a better tomorrow to children who need it the most. We couldn’t have done it without you!

Thank you for your support!
A special thank you to our wonderful sponsors.
You deserve an A+ for your help with Operation Backpack too!
Oswald and Buckeye Health Plan logos
http://www.OperationBackpackGO.org