RMC Health Integrates Media Relations, Social/Digital and SEO to Maximize Communications Efforts

  • Challenge

    Reach and engage key audiences around bi-annual retreat while raising brand awareness for RMC Health

  • Solution

    Develop and execute an integrated plan including content creation, social media, SEO and media relations

  • Results

    More than a 200 percent increase in fans, readership and traffic; secured key media coverage

Challenge

Before the bi-annual Healthy Schools Leadership Retreat, which draws more than 500 health education professionals, event organizer RMC Health wanted to launch a multi-faceted communications plan to provide attendees with timely, pertinent retreat information; increase name recognition for RMC Health; and bolster social media engagement among attendees, policy makers and funders.

Solution

GFM developed and implemented a six-month Facebook, Twitter and blog content calendar for RMC Health. Content varied widely and included links to a series of videos produced partly by GFM for use both off- and online leading up to and during the retreat.

Concurrently, GFM implemented an SEO strategy to help drive key audiences to the blog posts and videos. Once the content was populated for a month, GFM implemented an engagement and following strategy to boost RMC Health’s following by key audiences – specifically in the weeks leading up to the retreat.

In addition to the digital strategy, there was a distinct need for third-party recognition before and during the retreat. GFM implemented a targeted media relations campaign highlighting various healthy school programs and initiatives, tying them back to the retreat as a one-stop-shop for endless story angles and interviews.

Finally, GFM provided social media “arms and legs” for RMC Health during the Healthy Schools Leadership Retreat – managing posts, comments and responses from the retreat for Facebook, Twitter, Vine and the organization’s blog.

Results

During the campaign, RMC Health’s Facebook and Twitter bases grew by more than 250 percent, with monthly blog readership increasing nearly 275 percent. During the retreat itself, Facebook and Twitter experienced a 450 percent increase in key metrics.

As a result of GFM’s SEO efforts, RMC Health’s website traffic increased by 200 percent and media outlets covering the event ranged from the The Denver Post and the Associated Press to EdNews Colorado and Colorado Public Radio.

The video campaign netted impressive numbers, but more importantly, RMC Health continued using the videos, which were specifically developed for long-term use to maximize budget.