Marketing Schedule - Sept to Dec

‘How to’ Marketing Schedule UV and EOYHF Campaigns September - December Communications

Preparation Early September

EARLY SEPTEMBER

Focus on communicating a UV damage message in-practice and connecting with local GPs and other community groups.

WHEN

WHAT

TIP

Prepare your practice with:

UV Consumer Brochure – Pack of 50 $51 ex GST

Order a pack of brochures to educate customers, local GPs, schools and other community groups about the importance of UV protection and the devastating damage that unprotected UV exposure can have on your eyes.

Spring Newsletter – Pack of 50 $32.50 ex GST

Order hard copy newsletters for the practice - hand out to customers, local groups, schools or include in recalls.

GP Referral Kit $14.40 ex GST

Send branded DL flyers and posters to local practitioners for their waiting room pinboard to help inform patients visiting their local doctor of the importance of UV Protection.

Direct Mail Newsletter - Print $1.75 ex GST

Send a hard copy 4-page newsletter discussing health fund optical extras, UV Damage, eyewear trends, hayfever and contact lenses. This is not a hard-sell communication, instead it is designed to educate patients and increase loyalty.

Facebook

Include 2-3 posts this month related to UV Damage and Prescription Sunglasses – select from provided videos, filler posts or develop your own personalised content (for high engagement).

First week September

Throughout September

SEPTEMBER/OCTOBER

September/October Kick off your EOYHF marketing by ordering your direct mail and SMS mid-September to land in early October.

WHEN

WHAT

TIP

Order by Mon 17th or 24th Sept to arrive 1st week of Oct

Direct Mail – Choose from

Active Patients^ select from 2 direct mail pieces to contact patients who have been to your practice in the last 4 years.

TIP: Direct mail pieces will be sent out in bulk weekly each Tues*

-F old-Out Postcard $1.50 ex GST (with card $2.05) -P remium Letter $1.40 ex GST (with card $1.92)

Target 1,000 or more patients with print the more you target, the greater the return

Schedule SMS to arrive either 1 week prior or after your direct mail arrival

Select from 4 EOYHF SMS templates, $0.17

Active Patients^ Pre-empt or follow up your direct mail communication with an SMS.

October SMS

TIP: SMS has best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm

OR Use Anytime SMS 2

Lapsed Patients^^ Low-cost way to re-engage your lapsed database. Consider using the Free Text SMS template to include an offer.

OR Use Anytime SMS 1 OR Frame Styling Appt SMS

Sept/Oct is continued on the next page

SEPTEMBER/OCTOBER

WHEN

WHAT

TIP

Throughout October

Facebook

Include 2-3 posts this month related to UV Damage, Prescription Sunglasses and EOYHF – select from provided videos, filler posts or develop your own personalised content (for high engagement).

Set up in October to run over next 3 months

Set up Google

If you have not used Google AdWords before, use the resources in the drop box to get started.

AdWords

Requirements for Google AdWords to be effective:

Campaign

- Responsive and Modern Website - Clear Call to Action on every page of your website - Ability to create a landing page with campaign content - Preferable: Online Booking System (MyHealth1st)

Follow – Up November

NOVEMBER

Run a new marketing list for your follow-up, excluding patients who have already responded.

WHEN

WHAT

TIP

Schedule an SMS to follow up in early mid November

Select from 4 EOYHF SMS templates, $0.17

Active Patients^ Where you don’t have an email address, send the November SMS.

November SMS

OR

TIP: SMS has best results when sent on Wed, Thurs or Fri at 10:30 – 11:30am or 3pm – 4pm

OR Use Anytime SMS 1

Choose SMS only to follow up.

Ensure there is a 4 week break between your Oct and Nov SMS.

Schedule email to follow up in early mid November

Email Free

OR Use Anytime SMS 2 OR Frame Styling Appt SMS

(Lapsed Patients aren’t included as 2 communications in the Oct – Dec period is recommended) Active Patients and Lapsed Patients Where you have an email address, contact those who have not yet responded to your October communications.

DECEMBER

Final Reminder December Send one last friendly reminder to anyone who is yet to come in-practice to use their health fund optical extras this year.

WHEN

WHAT

TIP

Schedule SMS for Wed 5th December

December SMS

Active Patients and Lapsed Patients For all patients who have attended your practice in the last 5 years and haven’t responded in October and November.

TIP: SMS has best results when sent at 10:30 – 11:30am or 3pm – 4pm

Ensure this is completed in the first week of December, any later will not allow patients enough time to take action.

Active Patients - Spec/CL wearers with health fund optical benefits who haven’t claimed this year (visited practice within last 3-4 years) Lapsed Patients - Spec/CL wearers with health fund optical benefits who haven’t claimed this year (visited practice between 4-6 years)

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^^

Weekly Bulk Print Runs For orders of Fold Out Postcards and Premium Letters, we have organised a special weekly bulk print run to keep your direct mail costs as low as possible.

Orders must be received by COB each Monday to be included in that week’s print run: Weekly Print Runs commence Tuesday 18th September and end Tuesday 13th November.

Place Order

Weekly Print & Post Lodgement

Letterbox Arrival

By COB each Monday

Tuesdays

5 – 8 business days after post lodgement