Linear Creative

Client: Health Action Council Situation Analysis: Health Action Council (HAC) is a not-for-profit organization representing 220 large U.S. employers with a focus on enhancing health for employees and communities. The coalition leverages its combined purchasing power to obtain medical, prescription, vision, and dental coverage for its employees. HAC relies on new members to maintain its thought leadership position and be a catalyst for positive change. They selected Linear Creative to develop a digital marketing campaign that would help them gain a new set of qualified leads so their sales team could, in time, convert to new members. Scope Of Work: Linear Creative was asked to create two landing pages with lead capture components as well as a series of targeted digital ads that ran on Facebook and LinkedIn for a period of 15 weeks. Communications Plan And Budget: With an initial budget of $46,000, we developed a paid digital ad campaign targeted at key decision makers in U.S. companies. Specific messaging was developed to reach chief financial officers, controllers and HR directors of benefits. A lead magnet was used on the landing page to encourage visitors to share their contact information in exchange for a “Community Study” with valuable data insights that corresponded to their company’s location. Outcomes: The sales process of converting a new member typically takes one to one-and-a-half years. By creating digital ads that addressed each audience’s pain points and offering them an incentive, we achieved click-through rates at 235% above the industry average. While HAC continues to acquire new members originally captured by our campaign, their testimonial speaks volumes about our shared success.

Campaign: New Student Enrollment Client: Columbus School of Practical Nursing Situation Analysis: The Columbus School of Practical Nursing is a nationally accredited LPN training program offered through the Columbus City Schools Department of Adult and Community Education. After 60 years of excellence in nursing education, the program experienced a significant decline in enrollment and called upon Linear Creative to help fill their class seats. Because diversity was important to our client, our strategy had to include ways to connect with different groups of adults looking to improve their futures. Scope Of Work: The original scope of work was for a period of three months and included the development of three landing pages, paid Facebook and Google Adwords PPC ads. Communications Plan And Budget: With an initial budget of $2,000 a month, we developed a campaign targeted at specific population groups. One of those population groups were males who typically had not enrolled in the past. By conducting surveys with existing students, we were able to determine the main reasons they chose the nursing school. This helped us create messaging that focused on affordability, financing and 12 months to completion. To add authenticity and help prospective students picture themselves as nurses, we featured real students in the campaign and shared their success stories. Outcomes: Within the first four months, the school experienced almost 50% increase in enrollment. We learned the digital ads and landing page yielded better results than the use of print ads. In less than six months, we were able to almost double student enrollment and gain a 80% increase in male students. With yearly tuition fees of $15,000, the school’s revenue climbed by $270,000 during the fall enrollment period. Linear Creative earned the ability to continue marketing the nursing program on an ongoing basis.