ASHA’s Online Media Kit Helps Advertisers Fine Tune Their Reach
Most of us take verbal communications for granted, but there are many people who face hearing and speaking challenges on a daily basis.
The American Speech-Language-Hearing Association’s (ASHA) mission is to help those living with communication disorders and support the professionals who work with those individuals. And this year the association felt that it could do more to make sure that the full scope of its own and members’ resources and opportunities were being heard.
With its variety of journals, e-newsletters, publications, events and website, ASHA—the professional association for audiologists, speech-language pathologists, and speech, language and hearing scientists—has plenty of opportunities for companies to present their products and services to the professionals ASHA advocates for.
But ASHA’s main website has tens of thousands of pages of information, primarily targeted to ASHA’s members, and didn’t offer the opportunity to promote the many marketing opportunities in a compelling way to interested companies.
“There is just too much information on our website, and it is not set up to reach my target audience,” said Pam Leppin, advertising sales director at ASHA. “Since it’s a member-driven resource, the ASHA website really isn’t designed to promote the available opportunities in a way that is focused on our marketing audience.”
OmniStudio worked with ASHA to create a separate microsite to house all of their ad and sponsorship opportunities. Now ASHA has a user-friendly, easily searchable, and more interactive media kit that’s geared to their key audiences.
The online media kit allows visitors to browse all of ASHA’s marketing opportunities, as well as narrow down the opportunities by the target audience and by the type of media or channel where they want to appear.
“We want to make it easier for folks to spend their marketing dollars with ASHA—to help them find the niche markets and easily identify which opportunities are right for them,” Leppin said.
The new website also highlights special marketing opportunities on the homepage and inside pages. Photography, video and other images help tell the organization’s story and make the site a more interactive experience for visitors.
With the WordPress content management system and a few hours of training from Omni, ASHA’s staff can easily update all facets of the site.
“Together with OmniStudio, we have created a cutting-edge, out-of-the-box microsite that I think has the potential to set the industry standard for associations and publishers who have a wide variety of marketing opportunities and audiences to promote,” Leppin said.
Update: ASHA has won a Gold MarCom Award for its Marketing Solutions site. The 2011 international awards competition recognizes outstanding creative achievement by marketing and communication professionals. There were over 6,000 entries from throughout the United States, Canada and several other countries in the 2011 competition.
Need More Information?
If you have any questions about what OmniStudio can do for you, write to Eileen Kessler at ekessler@omnistudio.com. Thank you for your suggestions, comments and continued interest!
