A Case Study of the Healthy New Albany Lecture Series


The MJ2 Effect — A Case Study of the Healthy New Albany Lecture Series

Healthy New Albany

Healthy New Albany turned to MJ2 Marketing to help them develop and execute a digital campaign to help promote and sell tickets for their event, An Evening with Colleen Saidman Yee and Rodney Yee.  

Healthy New Albany is a movement that is locally born and bred, designed to embrace healthy living through community activities, events and personalized wellness and disease prevention.  Specifically, the Lecture Series is an educational resource that features a wide range of health-related subjects and is intended to foster learning, inspiration and discussion.  

Co-sponsored by the Mershad Family Fund, which also seeks to support educational and cultural programming at the Jeanne B McCoy Community Center for the Arts, the Lecture Series featured world-renowned yoga instructors, authors and integrative health advocates, Colleen Saidman Yee and Rodney Yee speaking on “The Interface Between Yoga and Health Care”.

MJ2 was secured four weeks out from the event to digitally brand and market the event through the Healthy New Albany Facebook and Instagram communities. MJ2 set about to create a campaign that both broadcast the event to a wide segment of the Central Ohio community, while more specifically targeting specific audiences and demographics to sell tickets.

Initially, MJ2 created new motion graphics and images embracing the elevated brand of the event for optimal thumb stopping conversions across all platforms.  After having full access to the Healthy New Albany social communities, MJ2 sourced similar events that reflected key components of the Lecture Series, and set up detailed ad flights to targeted ZIPCodes and demographic groups, as well as look-alike audiences based on purchased lists. We continually analyzed and reviewed performance daily of all multiple ad flights, updating creative and targeting where necessary. As a result, high ad performance continued throughout the entire campaign.

In addition to organic and paid social media campaigns, MJ2 also targeted ticket holders through direct email messaging, with a total of eight emails sent to various audiences throughout the four week campaign.  Open rates for these emails ranged from 26.7% to 33%.

While the bulk of the email messaging was sent directly to subscribers of the Healthy New Albany distribution list, we also collaborated with Timeless Skin Solutions to cross-promote the event to their client list.  We designed and loaded a partnership email featuring Timeless Skin Solutions for Healthy New Albany to push to their audiences, which resulted in an open rate of 23%. Similarly, Timeless Skin Solutions sent a custom partnership email promoting the event to their email database resulting in a powerful 43.5% open rate.

Performance Highlights:

  • Performance for this campaign was excellent overall. Our average CPC was $0.80 — well under our target of $1. In total, we reached 92,394 people and had a total of 3,763 clicks.
  • The most successful ad flight was the audience inclusive of Yoga Instructors/Yogis to target people in the Columbus, Ohio area with interests in yoga, health, fitness, mindfulness, meditation, and more.
  • Overall, the event garnered  200 participants and the organizers were pleased with the results of the integrated digital campaign developed and executed by the MJ2 team.