Designing the Content Experience for More User Engagement
SUCCESS STORY
CONTENT STRATEGY + CREATION SPRINT
Client: Medical Guardian
Project Timeline: January 2021
Services Provided: Content Development + Design
The Challenge
Medical Guardian, a medical alert device company, wanted to connect with their audience on a deeper level through lifestyle content. However, they did not have a content strategist or content writer on their team. Like many businesses face, identifying the right creative talent takes time. That’s why Medical Guardian came to their trusted partners The Moving Company to write, design, and deliver two lifestyle-focused digital marketing campaigns.
Medical Guardian's tried and true marketing strategy primarily focused on promotional campaigns with strong content offers. Switching to lifestyle campaigns posed a risk, but the team was ready to try a new go-to market strategy. Key engagement metrics important to the Medical Guardian team were email deliverability and open-rates, response rates, and time on their blog site.
The challenges The Moving Company needed to address included:
Building upon and enhancing a set of campaign offers with the lifestyle content.
Creating a relatable, and caring brand voice throughout the deliverables.
Synthesizes and presents content in a cohesive manner to tell a compelling story.
The Process
By working with The Moving Company, Medical Guardian had access to a content strategist, content writer, digital strategist, graphic designers, and UX specialist. With an entire team dedicated to Medical Guardian’s success, The Moving Company got to work.
The Moving Company team kicked off a strategy meeting with Medical Guardian’s marketing director and visual designer to set expectations for the campaigns. The Moving Company worked around a tight timetable to deliver two months’ work of content in just two weeks.
The Moving Company was tasked with building weekly blog content based on February’s theme of heart health and March’s theme of osteoarthritis and orthopedic surgery. Then, The Moving Company’s content team created daily email digests with short and poignant headlines as well as weekly Facebook and Instagram posts based on the themes.
The Moving Company’s graphic design team created mobile-first email templates that aligned with the brand’s visual requirements and sourced photos within the brand’s tonal identity. Our creative team also designed social media graphics for Instagram Feed and Story, as well as Facebook.
Finally, our digital strategy team outlined a subject line A/B testing process for Medical Guardian to help with email engagement and guide subject lines for future campaigns.
Problem Solved
Within one month, The Moving Company delivered lifestyle content that met and exceeded Medical Guardian’s expectations.
In total, our team wrote:
8 blogs
28 emails designed for mobile
28 emails designed for desktop
11 Instagram posts + graphics
8 Instagram Story graphics
8 Facebook posts + graphics
At The Moving Company, we value our partnerships with companies like Medical Guardian, and look forward to future campaigns where we can make a real difference.
