Eczema Society of Canada
Client: Eczema Society of Canada
Project Type: Full-Service Communication & Marketing Plan
The brief.
Gibson Group was engaged to provide the full-service of communication and marketing solutions for 2023.
The proposal included strategic campaign development and implementation, bilingual website redevelopment, social media management, digital advertising strategies and implementation, creative media development, and producing and facilitating multiple online events for the ESC community.
The concept.
For this client, our team worked with the ESC team to provide an integrated marketing and communication strategy for their 2023 campaigns. From idea conception to implementation, we developed the following solutions to meet our client’s goals:
- Strategic campaign development – Created communication campaigns to strengthen the ESC brand and build higher awareness in the ESC community across Canada. This was implemented using digital advertising across social media, search media, newsletters, programmatic, and retargeting advertising.
- Website redevelopment project – Redeveloped ESC’s bilingual website to a clean and modern design and included helpful digital elements for the ESC community, such as the “Find a Doctor” tool. Our team facilitated improved connection throughout the rebranded website theme and layout, integrating digital insights to improve the information architecture, user experience, testing, and launch of the new website.
- Creative development – Reimagined ESC’s branding illustrations for the style guide, improving consistency between used icons, visuals, and associated media for all promotional and marketing materials.
- Event production – Transitioned online virtual webinars to a Cvent & Zoom combination to offer a best-in-class learning experience. Through creating a custom designed registration process, we facilitated lead generation and registrant detail capture seamlessly while fostering an improved attendee learning experience.
- Live webinar activation – Facilitated three educational webinar events (twelve unique educational sessions), including events hosted by Canadian and American eczema experts. Each separate webinar session encouraged engagement between presenters and audience members and our tracked data indicated excellent engagement throughout in-session polls, survey, and live Q&A.
- SEO blog creation – Retargeted, created, and optimized 25+ consumer-facing educational SEO blog articles for the ESC website. Relevant blog articles were also shared via social media to maximize reach and impact.
- Social media management – Created social media content across five social media channels (Instagram, LinkedIn, X, Threads, and Facebook), including videos, carousels, story posts, and polls. Through the creation of a comprehensive content calendar, we drove increased impressions and enhanced content design cohesion within ESC’s social presence for a more engaging and branded user experience.
- Consumer-facing communication – Supported and managed ESC’s front-line, direct-to-consumer communication channels to standardize and enhance the consistency of community and marketing inbox queries.
The results.
By partnering with the Gibson Group, ESC successfully hosted three webinar series events, each attracting over 1,200 registrations. They also launched a new website for healthcare professionals, consumers, and key decision-makers, receiving positive feedback from the community. Additionally, ESC saw a 30% increase in social media impressions across five channels and executed a highly successful community awareness campaign that exceeded expectations.