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Marketing & Communication. A first analysis of UEG Rebranding An attempt to measure the effectiveness of marketing initiatives. Katharina Buder-Gannon UEG Week Amsterdam. Brand architecture. Basic elements. UEG Rebranding - a sucess ?. Who we are ? Mission - PowerPoint PPT Presentation
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© UEG. 2012
Presentation by
Marketing & Communication
A first analysis of UEG Rebranding
An attempt to measure the effectiveness of marketing initiatives
19/10/2012
Katharina Buder-GannonUEG Week Amsterdam
© UEG. 2012
Brand architecture
© UEG. 2012
Basic elements
© UEG. 2012
UEG Rebranding - a sucess?
Who we are?
• Mission
We work together to constantly broaden and deepen knowledge of gastroenterology, advancing and advocating solutions to meet current and future challenges.
• Vision
To be the global reference point for the care of gastroenterology patients.
“Advancing gastroenterology care”
How we are?
• Human and approachable
• Knowledgable
• An authority in what we do
• Accessible and informative
• Modern, moving and advancing
© UEG. 2012
UEG Rebranding - a sucess?
Strengths of our new brand
• Consistent
• Simple
• Relevant
• Recognisable
• Clear
• Professional
• Understands the audience
© UEG. 2012
StationaryBusiness Cards, Email Signatures, Envelopes, Compliment Slips, Letterheads, PPTs
© UEG. 2012
Give-awaysPens, USB Sticks, Ties, Notepads, Folders, Cardholders, Ipad Sleeves, Sweets, Rubic Cubes
© UEG. 2012
History Brochure
UEG Home UEG Week Landing Page
UEG Education Landing Page UEG Journal Landing Page
EU Affairs Landing Page Research Landing Page
News & Press Landing Page My UEG
© UEG. 2012
www.ueg.eu Statistics (as per Oct. 16)
Figure Description75469 pageviews21277 visits
4 min 31s average visit duration
41%visits have bounced (left the
website after one page)
4actions (page views, downloads
and outlinks) per visit 52759 unique pageviews 2458 downloads8137 outlinks
© UEG. 2012
www.ueg.eu Statistics
Development of page views
© UEG. 2012
www.ueg.eu Statistics
Country Visits United States 3404
Germany 2157 United Kingdom 1468
Russian Federation 1207
Austria 1177 Italy 1076
Netherlands 985 Spain 905 Japan 709
France 604
Top Ten Contries
Top Pages
Top 20 Single Pages (15.7. - 15.10.) Pageviews Avg. TimeHome 155851 Minuten 59s UEG Week 2012 68661 Minuten 3s Who we are 357355s Education 279058s Upcomig Course Prague 17221 Minuten 25s Upcoming Course Barcelona 16751 Minuten 35s Contact Us 12731 Minuten 24s Top Abstract Pri... 12661 Minuten 0s Login 37412 Minuten 46s Activities 15311 Minuten 10s Event Calendar 13492 Minuten 22s Upcoming Course 13871 Minuten 33s News & Press 123954s Future Congress 8831 Minuten 13s Awards & Grants 94136s Trainee Courses 94640s Rising Stars Awa... 9461 Minuten 55s International Sc... 8411 Minuten 8s Upcoming Course ... 8611 Minuten 33s Boards & Committ... 91531s
National Societi... 8051 Minuten 25s
© UEG. 2012
www.ueg.eu Statistics
Website Visitsuegw2012.ueg.eu 705www.facebook.com 22536ohk6dgmcd1n-c.c.yom.mail.yahoo.net 117m.facebook.com 80www.gastro.ru 78www.esge.com 77www.rai.nl 75uegw11.uegf.org 67www.bsg.org.uk 47www.tnsic.com 29www.e-learning.ueg.eu 28
Top Website Referrers
© UEG. 2012
http://www.e-learning.ueg.eu/ Statistics (May 1-Oct 9, 2012)
Visits
• Total visits: 6.666 (3.410 have completed registration)
o Returning visitors: 3.732 (56 %)
o New visitor: 2.934 (44 %)
• Number of pages/visitor: 6,21
• Average time online: 7 min, 31 sec
Views
• Total Views 41.417
Data collected for UEG e-learning only from mid July onwards
© UEG. 2012
Statistics: Google Analytics (May 1-Oct 9, 2012)
Top 10 Countries
Visits Pages/visit Time/visit New visitors
© UEG. 2012
http://www.e-learning.ueg.eu/ Statistics (May 1-Oct 9, 2012)
Launch of UEG e-learning on May 1, 2012
User accounts01.05.2012 10.10.2012 Difference
Total 3.560 3.974 414 Registration completed 3.061 3.410 349
Sales per Oct 10
01.05.2012 10.10.2012 DifferenceNo. of articles 234 258 24 No. of orders 40 71 31 Net turnover 516,00 € 750,00 € 234,00 €
© UEG. 2012
http://www.e-learning.ueg.eu/ Statistics (May 1-Oct 9, 2012)
Top 10 countries with respect to number of orders
BEL: Begium
MLT: Malta
GRC: Greece
SGP: Singapore
01.05.2012 10.10.20121 USA GRC2 ESP USA3 GBR SGP4 DNK ESP5 AUT DKN6 ITA AUT7 BRA GBR8 BEL BRA9 MLT DEU
10 NOR ITA
© UEG. 2012
e-marketing Statistics
• 2-3 Newsletters sent out per month
• UEG, Education, Week, e-learning, EU News
• 3 different databases used at the moment
• Large database of 25.000 email addresses
• e-learning registered users of 3000
• Small database of 300 board and committee members
• Other calls and communication with members not included
© UEG. 2012
e-marketing statistics
UEG all n
ew (M
ay)
launc
h ne
w jour
nal (
May
)
Educa
tion
YIM (M
ay)
EU New
s (M
ay)
e-lea
rning
new
slette
r
Wee
k ne
wslette
r (Ju
ne)
EU New
s (J
uly)
e-lea
rning
(July
)
Wee
k -
win a
free
reg
(Aug
ust)
Wee
k - e
arly
bird
reg
EU New
s (S
epte
mbe
r)
Wee
k (S
epte
mbe
r)0%
5%
10%
15%
20%
25%
30%
35%
40%
read
hard bounces
unregistered
© UEG. 2012
e-marketing statistics
Link Klickshttp://www.facebook.com/myUEG 401http://uegw2012.ueg.eu/congressregistration.html 124http://www.ueg.eu/awards-grants/ueg-awards/research-prize 101http://uegw2012.ueg.eu 81
http://www.ueg.eu/fileadmin/user_upload/documents/About/RFP_Survey_of_Digestive_Disorders_in_Europe.pdf
57
http://www.ueg.eu 53http://www.ueg.eu/education/courses/research-course/upcoming-course 45http://www.ueg.eu/awards-grants/ueg-week-awards/international-scholarship 43http://www.ueg.eu/education/courses/ebm-practice-course/upcomig-course 42http://esdo.eu/education/workshop.php?navId=7 23http://esdo.eu/education/gi_workshop.php?navId=7 19
https://uegw.congress-online.com/guest/SciProgramSessionsList?SSNTYPE=20&SSNDATE=10/22/2012
18
http://www.ueg.eu/education/courses 16http://www.e-learning.ueg.eu 14
http://facebook.com/sharer.php?u=http://www.ueg.eu/awards-grants/ueg-awards/research-prize
13
http://ueg.eu/index.php?type=100&tx;_ttnews 10https://twitter.com/#!/my_ueg 6
Detailled report of Week Newsletter „Win a free registration“ (August)
© UEG. 2012
Proof that e-marketing works
© UEG. 2012
Proof that e-marketing works
© UEG. 2012
Social Media Statistics (as per Oct. 17)
Facebook Users Target end of 2012 Twitter Followers Target end of 20120
100
200
300
400
500
600
700
800
396
750
119
250
© UEG. 2012
Social Media Strategy
• Encourage participation
Presenting a mix of interesting topics, including topics of public interest & fun stuff
Raising questions and motivate to discussion
Organising Lotteries & quizzes
• Facilitate networking
Create and host groups, offering especially young physicians (course-participants)new channels for networking .
• Covering events
UEG Week: Livecoverage of the meeting, promoting online discussion (#UEGWeek), and monitoring the discussion. Raising visibility through the use of twitter walls
Covering pre-Congress events
Covering courses
• Work in campaigns
Keeping up a topic, presenting it from different angles
• Help from volunteers needed!!!!
Regarding scientifc content
© UEG. 2012
A slowly growing social media community….
© UEG. 2012
Communication – succesful developments
To Members
• Improved contact with National Societies
• Members Database received (7 countries with email, 15 countries with postal addresses)
• Through regular forwarding of UEG mailings
• My UEG
• Calendar of Events upload and other services
• Promotion of UEG initiatives
• At National Meetings
• By forwarding mailings and website postings
• Road shows
• Social Media connection
To Non Members
• First Contact to 64 WGO Member Organisation
• Enhanced activities planned in 2013 to contact other stakeholders
External relations strategy
19/04/2023 © UEG. 2012
Presentation by
UEG Journal
© UEG. 2012
Pre launch activities
In cooperation with SAGE Marketing
Branding
•Booth displays and signage in RAI
Promotion
•Ad inserts in all Printed Matters
•Leaflets/Flyers/Order Forms
Production
• Give aways (Post its, dummy issue)
e-marketing
• Coverage in Newsletter and Social Media
Websites
• Banners on all Websites
Journal Advertising
© UEG. 2012
Future Plans Targeted Mailing and Communication – UEG Datamanagement
• Increased targeting with the help of our new Data management system
Hier screen shot einfügen von kundenmeister
© UEG. 2012
Exclusive Preview: UEG the Film
‘Celebrating the past - anticipating the future’
© UEG. 2012
Presentation by
Thank you for attending, if you are interested in finding out more about UEG visit www.ueg.eu
Like us on Facebook at www.facebook.com/uegTweet us on @ueg
19/10/2012
Katharina Buder-.GannonUEG Week Amsterdam