After an initial audit of Talking Point the eight&four team went on to carry out the following: the challenges of reaching the target audiences, the landing page and current market engagement tactics, we went on to do the following:

• Create a new, fully optimised landing page with targeted funnelling, and supporting copy to position Talking Point and educate new users about signing up
• As we were given a tight deadline to achieve objectives, we created the campaign ‘March Mission’ to convey a sense of urgency. The ‘March Mission’ was a target and current market inclusive campaign – with ‘Spread the word’ messaging to current members and ‘Share your story’ messaging to potential members
• An extensive PPC search and image ad campaign to drive traffic to the new landing pages
• Campaign specific emails were sent out to the internal Talking Point database and to the wider Alzheimer’s Society to promote the March Mission, raise brand awareness to target markets and encourage action from current members
• The campaign was promoted via both Twitter and Facebook and received four times the average response rate
• Following the campaign, a full report of results, audits, findings and long term recommendations was put together and presented back to the team

March saw Talking Point’s biggest new user growth rate in a single month to date, following on to the highest number of active users yet and a year-on-year active user increase of 225%.

“I was really pleased to see a significant increase in new registrations and user activity, amongst other metrics. The new registrations figure is the highest I’ve seen, since becoming involved with TP some years ago.”

Katherine Watt, Talking Point Manager