Queensland Fertility Group
Background
In 2009 Queensland Fertility Group (QFG), the top fertility clinic in Queensland, was asked to join the IVF Australia umbrella brand along with Melbourne IVF. Brio Group performed the total brand transformation, as well as help produce a comprehensive, multi-tiered advertising campaign that commenced roll out early 2010. To support the QFG brand awareness and positioning as Queensland’s longest running and largest fertility clinic, as well as the 2010 marketing campaigns we were commissioned to roll out some PR activities through multiple channels to help support the brand and its campaigns. Also, to recognise a milestone in IVF history in Australia, QFG in collaboration with IVF Australia and Melbourne IVF came to Brio Group to help them celebrate Australia’s first IVF conceived baby’s 30th birthday by producing an effective campaign website landing page.
We created
Illustrations / Press Releases / Facebook Ad / Blog & Supporting Campaign Content / CMS Website Campaign Landing Page
Teams Involved
Brio Design
Brio Digital
Brio PR
Objectives
Create traditional and digital marketing and promotional activities that support QFG’s existing media activity and their Secondary Infertility campaign. To increase brand awareness and to solidify QFG’s positioning within the market. To support the Secondary Infertility campaign, to further increase awareness of the condition, as well as increase Seminar sign up.
Strategic Approach
The Secondary Infertilty campaign rolled out through traditional media (print and radio) and to add another media to the mix, we produced a Facebook ad to engage with an active audience that was fitting with the QFG demographic. The ad incorporated the campaign’s creative: simple and striking graphics of a mother hen with one chick and potential chicks following her. We used soft language of a questioning nature: ‘Wondering when your next child will come? You could have Secondary Infertility. Find out more at QFG’s free seminar’. By promoting a free service through ‘free’ media like Facebook, you’re offering a promotion/service that has a higher chance of take up. To further support awareness of Secondary Infertility we produced press releases that targeted news and industry press. The articles were produced in a strategic way for use on the campaign’s landing page as well as eNewsletter articles. Meanwhile, to support Brio Design’s Happy Birthday Candice (Australia’s first IVF conceived baby) landing page, we suggested Brio PR cross promote this initiative by producing blog content that linked to the micro campaign, which was gaining national media attention.
Results
Brio PR worked closely with QFG to roll out the 45 day Facebook ad which increased traffic to the landing page and contributed to a significant increase in the Secondary Infertility seminar sign ups. The time-sensitive content produced for the IVF milestone was turned around in record time to capitalise on the media exposure the story gained – this in turn aided brand awareness.
Design
Digital
Advertising
