Prenatal-to-Three
Capacity-Building Hub
XChange Campaign

The Hub and all of its sub-projects were rebranded recently. So recently, in fact, that I did not believe we could market the XChange - the Hub's online community - at an in-person event. Marketing the online community with the old branding was not an option. The Friday before the event, I received final creative approval on the re-brand and I made a mad dash to throw together a a mini-campaign to drive engagement in the online community.

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The campaign included conference signage and postcards to be distributed at the registration desk. A QR code made it easy for participants to engage with the XChange independently, but we also had an XChange expert on-site to help new users with signing up for and navigating through the online community. For a small meeting of 200 people, the XChange picked up 40 new users and 50 engagements in 2.5 days. On average, we had been picking up about 20 new users per month.

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This was not my most successful campaign, but I chose to share it because it was an eleventh hour project that worked out. At low cost, it yielded a reasonable return for the time and money invested. Longer lead times and goal setting could have made this a much bigger success, but marketing and communications often doesn't work that way. I had a window of opportunity and made the best of it.