"You're kind of an honorary girl," my client told me near the end of our 34-month professional relationship, a comment (compliment) I cherish.
At my first agency, I was assigned a handful of accounts to manage. One of them was Women's Healthcare Associates, an OB/GYN conglomerate in the Portland, Oregon area. I retained the account even after moving to New York and transitioning to contract work. I think my president considered it my baby.
Women's Healthcare Associates, or WHALLC, was a Portland institution, which is also to say: behind-the-times. We launched their Facebook page and then spent months wrangling with their legal department for permission to post more than just Mayo Clinic links. They finally caved, and I slowly transformed the sterile, clinical brand voice into a warm (if occasionally irreverent) and empowering tone, celebrating womanhood, health, and, most of all, babies. We increased our fan base by 600% in the fifth month with a "Cute-As-a-Button Photo Contest," incentivizing local moms to enter and vote with a Mother's Day spa package prize. The sheer cheese. But: It worked, and the community stuck, suddenly vibrant and excited to respond to all of our posts about cloth diaper brands, new midwives, and health advice.
- Overhauled their blog to optimize graphics and copy for Pinterest, which they launched to increase web traffic.
- Grew the fan base from 0 to 7,800.
- Developed and ran contests for local moms, grandmothers, and healthy Portland women.
- Wrote dozens of blog posts relating to women's health, including what the client referred to as a "birth control manifesto."
- Worked around the absence of a style guide or persona development.