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.
- 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.