Jonathan's Blog

In a recent interview, I was asked to draw up a marketing plan on how to sign up Target employees to an online diabetes prevention program. The scenario was that Target had purchased the program for their employees and now it was the startup’s job to onboard as many Target employees as possible. Below is the plan I came up with.

Overview

Objective: Sign up 25% of Target’s employees to diabetes prevention program

Stages:

  1. Research (1 week)
  2. Email (3 weeks)
  3. Snail Mail (3 weeks)
  4. Phone (4 weeks)

Background campaigns (campaigns that run parallel to the stages):

  • Retargeting
  • Referral program

Proposed Break Down of Sign Ups by Channel:

Channel Success criteria: % of Sign Ups
Email 35
Snail Mail 25
Phone 15
Retargeting 10
Referral Program 15

High Level Metrics

  • Key metric: % signed up
  • Cost per sign up
  • Average time to sign up
  • Cohort of conversion by week over days

Collecting Segmentation Data

Objective: Identify segments that respond better to certain copy and/or outreach methods by collecting the calculator inputs. Possible Segments

  • Gender
  • Age
  • Income (Can be calculated by running job titles against databases like Glassdoor)

Stage 1: Research

Objective: Discover existing internal communication channels that employees use Methodology

  • Talk to HR
  • Talk to employees
  • Walk through work environment
  • Ideal result: Find a Yammer, FB groups, LI groups, bulletin boards etc.
  • Target has unique channel opportunities because they have employees that work in both corporate and retail settings

Stage 2: Email

Objective: Have email recipients sign up or evaluate their risk for diabetes through email. Methodology

  • A/B Test copy for open rate and CTR
  • Start with test sets of 2,000 and graduate to 10,000 per email blast
  • Experiment with Click Through Emails vs. Response emails
  • Offer a glimpse of the diabetes prevention program through an online seminar or health tip
  • Send follow up/drip emails to people who opened but have not signed up

Email Metrics

  • Open Rate
  • Click Through Rate
  • Conversion Rate
  • Response Rate

Email Copy

  • Subject 1: Do you want to work with a Target sponsored health coach?
  • Subject 2: New Target employee perk
Body 1 Body 2
Hi Jana,At Target your well being is important to us, that’s why we partnered with Health Startup to offer you the chance to participate in the diabetes prevention program worth $520 for free.   As part of this program, you will:

  • Track your progress towards your health goal with your coworkers
  • Learn healthy living habits
  • Work with a health coach

Spots are limited.   In order to guarantee your spot, please take the 1 minute survey to check your eligibility at https://healthstartup.com/risk_assessment.

Hi Jana,At Target your well being is important to us, that’s why we partnered with Health Startup to offer you the chance to participate in the diabetes prevention program worth $520 for free.   As part of this program, you will:

  • Track your progress towards your health goal with your coworkers
  • Learn healthy living habits
  • Work with a health coach

Spots are limited.   To guarantee your spot, please respond to the questions below by replying to this email (Your responses will be kept confidential):

  1. What is your gender?
  2. State your age, height and weight
  3. Do you have immediate family (living or deceased) with type 2 diabetes?

Stage 3: Snail Mail

Objective: Have snail mail recipients visit the sign up URL and sign up when they open their letter. Methodology

  • Send letters to people who have not signed up yet but opened emails first.
  • Explain that due to popular demand the program has been expanded
  • A/B Test copy for physical click through rate
  • Use unique URLs to track sign ups

Snail Mail Metrics

  • Physical CTR (URL visits from letter)
  • Sign up conversion rate

Stage 4: Phone

Objective: Have the call recipient give all information needed for the caller to sign them up to the program. Methodology

  • Call those who have not signed up yet, but have opened emails and received letters.
  • Emphasize that this is a last chance offer to participate
  • A/B Test script for conversion effectiveness
  • Optimize for shortest time on phone to sign up
  • Test different call times to discover optimal time to call

Phone Metrics

  • Pick up times
  • Time on phone
  • Conversion rate

Background Outreach

Retargeting (FB and Display)

  • Tag every email with a retargeting pixel, upon opening the email, the recipient will be added to a retargeting list
  • Have ads shown on health related websites that remind the email recipient to sign up

Retargeting Metrics

  • Cost per click
  • View through conversions
  • Click through conversions

Referral Program (2-3 weeks in)

  • Ask participants in the diabetes program to invite their friends 2-3 weeks into the program when they have begun to see the benefits of the program.
  • Dropbox style invite where you invite a friend and both the you and  the invitee receive a health related gift if the invite is accepted.

Worked growth marketing in startups my whole career and now sharing my stories on this blog. Always down to grab some coffee and talk shop.

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