Pharmacy Leadership Academy pURL Campaign
YGS worked with the ASHP Foundation to develop and execute the strategy for a cross-media pURL campaign to promote the Foundation’s Pharmacy Leadership Academy. The main goal of the campaign was to garner 70 applicants for the program. A secondary goal was to learn more about potential applicants and their interest in and understanding of the academy.
Through research and strategy development, audience-targeted copywriting, creative design, digital services, printing, and mailing, YGS developed and deployed a successful campaign for the Pharmacy Leadership Academy along with a full ROI analysis of the campaign to ensure all key learnings were captured and could be referenced for future use.
The marketing plan included a unique direct mail campaign and timely outreach emails, which directed recipients to visit a personalized URL (pURL). The pURL site provided target-relevant information about the academy, along with a survey.
In less than two months, the pURL campaign site generated a 10% visit rate with 6.5% of the target recipients completing the survey. The ASHP Foundation surpassed its applicant goal, with a total of 74 individuals registering for the Academy program, and four registering in advance for the following year. In addition, 84 survey respondents mentioned they were interested in applying for a future year.
As strategized, the integrated campaign attracted an increased number of applicants and raised awareness for the Pharmacy Leadership Academy. The feedback garnered from the pURL survey also provided the Foundation with valuable information that has guided marketing efforts and planning for future campaigns.