Multichannel Marketing

SEE THE POSSIBILITIES

ASSIGNMENT

The Canadian Ophthalmological Society’s (COS) existing public platform, ‘See the Possibilities’ needed to be evolved to elevate the profile and importance of ophthalmology to Canadians.

Approach

The existing public platform needed a refresh to incorporate more informational content to invite deeper engagement. CPC redesigned the overall branding of www.SeeThePossibilities.ca with a new, more evocative look and feel, and providing a superior user experience. Further enhancements included new disease education information, interactive content and videos. Coinciding with the website was the relaunch of the ‘See the Possibilities’ social channels and promotion – which helps to keep eye health top-of-mind for Canadians. Since launch the site has hosted about 20,000 new users and more than 48,000 page views.

RESULTS

The site re-launch was accompanied by Public Relations initiatives, a social media campaign and a compelling contest that effectively engaged the public, thereby supporting the objective of increased eye assessments and heightened awareness of eye health. Ongoing website updates and social media posts through the year help keep the content fresh and Canadians engaged – with 85,000 social ad impressions tracked in April 2021 alone.

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