SZUAN Innovative Promotion for BC’s QuitNow Services.
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Transcript of SZUAN Innovative Promotion for BC’s QuitNow Services.
![Page 1: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/1.jpg)
SZUAN
Innovative Promotion for BC’s QuitNow Services
![Page 2: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/2.jpg)
The BC Context
• Pop 4.1 Million• 600,000 tobacco users• 14.4% use rate• Comprehensive tobacco
control since 1998• QuitNow Services • 3% smokers think of QNS
as top-of-mind resources
![Page 3: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/3.jpg)
QuitNow & WIN Contest
• 50 days to plan• Go ahead on September 23rd
• Launched November 24th
• Announced winners February 20th
• 500,000 eligible tobacco users in the province• 7100 registered• 14,200 directly involved
![Page 4: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/4.jpg)
QuitNow & WIN Contest
• 19 or older• BC residents• Daily tobacco users• Support buddy• E-mail address
• Primary goal to raise awareness of quitline and website (QNS)
• Secondary goal to help tobacco users quit
![Page 5: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/5.jpg)
Promoting the Contest
• Contest promoters• Facebook• Community detailing• Adwords
• Paid TV PSA• Send to a Friend• Share a Story
![Page 6: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/6.jpg)
Contest Promoters
• Network of promoters• Electronic contact• Distribution of contest material in communities• Continued contact after contest
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• Organic • Paid for ads• One of the top referral
sources prior to paid TV PSA
• Goal conversion of 10%
• $3.81 cost/registration
![Page 8: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/8.jpg)
Community Detailing
• Organized at short notice
• Hired over 20 university students
• 2 weeks before Christmas
• Face-to-face distribution of contest material
• Medical offices, businesses & random smokers on street
• Targeted communities
![Page 9: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/9.jpg)
Ad Words
• Monitored closely through Google Analytics
• Refined throughout contest
• Change ads to make use of performers versus non-performers
• Goal conversion of 21.32%
• $5.29 per registration
![Page 10: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/10.jpg)
Paid TV PSA
15 second PSA
registrations
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Send to a Friend
• Social networking• Viral promotion• 440 visits through “send to a friend”• Conversion Rate: 45.84%
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Share a Story
• Support• Personalized• Interactive• Growing sense of community
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Key to Success
Building Relationships with:• Contestants• Contestants and Support Buddy’s• Contest Promoters
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The Faces of Winners
![Page 15: SZUAN Innovative Promotion for BC’s QuitNow Services.](https://reader035.fdocuments.in/reader035/viewer/2022062717/56649e5e5503460f94b57b7d/html5/thumbnails/15.jpg)
Go To: www.quitnow.ca for details