Project: Product Launch
In my capacity as a project manager at NurseDeck, I played a key role in collaborating with the content and program teams to oversee the soft launch project of NurseSocial. This project involved the management of digital ad campaigns, video assets, direct mail, landing pages, and various other marketing materials. In summary, my responsibilities included the strategic coordination and execution of diverse elements to ensure the successful soft launch of NurseSocial.
Project Background
This project was internally managed with collaboration from all departments using the Agile methodology. We initiated a soft launch to engage select nurse leaders, followed by the implementation of an invite-only campaign. Our initial goal was to reach 500 members by the end of October and scale up to 5,000 by December 31st, with ongoing adjustments to the project's marketing strategy based on data insights.
Promotions were carried out through direct mail and targeted advertisements on Facebook, Instagram, and Nextdoor, encouraging nurses to join NurseSocial.
The key marketing challenges that required attention during the launch were:
Brand Awareness: Although we initiated a digital magazine, showcasing interviews with nurse leaders to boost traction, our target market remained largely unaware of NurseDeck and its potential as a resource for the nursing community. Consequently, skepticism arose regarding our identity and the value we would bring.
New Member Sign-Up: We aimed to expand our community by welcoming more nurses to Nurse Social. Following a soft launch, we moved to an invite-only approach and adjusted to targeted ads to reach the targeted goal.
Project & Creative Process
For this project, our team of 12 individuals played a crucial role in assisting the project, focusing on utilizing graphics and videos for advertising, postcards, social media posts, and email campaigns. Video assistance was also a key component.
We initiated a kickoff project meeting to outline how we would achieve our goals and identify the deliverables that needed to be created. Subsequently, we developed a sprint calendar to schedule when these deliverables would be produced and edited, ensuring a seamless rollout one after another. Throughout this process, we collaborated closely with the graphic and postcard team, making necessary changes as required. Additionally, we worked with a video editer to create a compelling promotional video.
Final Results
NurseDeck's product was successfully launched over four months, progressing through various phases. As the year concluded, we achieved a user base of 2,410, comprising 565 online users and the creation of 30 groups. Although we fell short of our initial goal of 5,000 users, we strategically pivoted in January, directing our focus toward TikTok ads.
In the ongoing months, our emphasis shifted to aging users and enhancing retention rates. Through targeted engagement strategies, our users are now generating more content, leading to a notable increase in followers per profile. Adopting a Follower-Content Creator engagement model yielded impressive results, with 9,789 notification emails triggered and an average click rate of 30% observed from January 1 to January 31, 2022.