Promoting a Little Known Family Building Option

Terri David­son was hired by RESOLVE in 2008 and 2009 to pro­mote atten­dance for embryo dona­tion work­shops held in six dif­fer­ent media mar­kets in con­junc­tion with RESOLVE’s regional con­fer­ences. After devel­op­ing a gen­eral mar­ket­ing com­mu­ni­ca­tions plan, David­son cus­tomized it to each local mar­ket and worked with national RESOLVE staff mem­bers and local vol­un­teers to imple­ment it.

Using a vari­ety of pro­mo­tional tech­niques, David­son was able to ensure opti­mal atten­dance at each sem­i­nar, exceed­ing expec­ta­tions and help­ing to brand this lit­tle known fam­ily build­ing option. She also was hired to man­age pay-per-click adver­tis­ing for online Webi­nars in 2010. In 2011, RESOLVE hired her for the third time to mar­ket its embryo dona­tion pro­fes­sional edu­ca­tion modules.

Pro­mo­tion Methods

• Tran­sit ads
• Google, Yahoo, and Face­book ads
• Ban­ner ads on media web sites in local areas<
• Ban­ner ads on Web MD and infer­til­ity web sites
• Radio ads
• Flyer dis­tri­b­u­tion at local infer­til­ity clinics
• Dis­tri­b­u­tion of press releases, cal­en­dar announce­ments and pub­lic ser­vice announcements

In the future, David­son Com­mu­ni­ca­tions will work with RESOLVE to pro­mote online con­tin­u­ing edu­ca­tion pro­grams about embryo dona­tion that have been devel­oped specif­i­cally for physi­cians, nurses, men­tal health ther­a­pists and lawyers.