Rechtschaffen Institute of Judaic Studies is an individually owned business that is one of my oldest ongoing clients. I got involved with them when they were in their infancy and guided the entire business strategy and formulation of their marketing plan and execution. During the process, I designed and developed their gorgeous wordpress website which naturally helped launch their business’ success. I continue to guide business strategy and development for this business owner as she launches complimentary programs and businesses such as Coopersmith Career Consulting, a website I also designed.
I was recently hired to help a very successful publication company go digital. The company produces the country’s leading Diabetes education magazine, and as with most publishing companies today, they decided they needed a parallel digital strategy to keep them viable and top tiered. “Going Digital” is multi-faceted and can mean anything from creating an online digital presence to launching social media campaigns to becoming a social media agency. In our case, we did all three. In this article, I will share with you a case study of how we leveraged our expertise on diabetes health and turned it into an extremely successful social media campaign – pivoting the client into an instant social media ‘influencer’ and leader in digital diabetes health education. A guerilla marketing success story.
Our first step in positioning the company as a leading social media influencer was to pull together all of our expert health educators, writers and celebrities – most who have been working with the company for many years – and created a website called Diabetes Influencers. Next, we found our first brand to run a campaign for. We chose to work with the brand, MiracleSuit Swimwear since one of the main concerns for people with diabetes and pre-diabetes is belly fat and, as we were entering the beginning of swimsuit season, we felt that the instant slimming effects of MiracleSuit Swimwear would appeal to our diabetes and pre-diabetes demographic. Miraclesuit swimwear promises to help you ‘look 10lbs thinner in 10 seconds’. Playing on that instant slimming theme, we came up with a campaign that combined celebrity stylist and Diabetes Activist, Mr. Divabetic, with nutritionist and ‘Belly Fat Diet For Dummies’ author Erin Palinsky-Wade and celebrity cookbook author “Too Hot in the Kitchen”, Holly Clegg. We paired them with a professional Dentist/mommy blogger of significant influence, @DentistMel and @DiabetesINFL twitter handles to get maximum exposure on Twitter.
The campaign consisted of a Mash-Up of a Twitter Party/Google Hangout Live Event. A social media Mash-Up is a relatively new technique that is becoming popular due to its overwhelming success. Its a social media campaign using a combination of platforms (in our case we mashed together Twitter and Google Hangout). Mash-ups are so successful because they allow you to cross-pollinate,ie, get your Twitter followers to follow you on Google+ and vice versa. The importance of such strategies will be the topic of a future blog post.
In our campaign, we held a Google Hangout Live panel discussion on ‘Ways to Look Slim in No Time this summer’ with our Diabetes Expert co-hosts. The panel was a fun, lively and educational discussion providing health education and recipes for those who are concerned about diabetes and pre-diabetes, (which, combined, is over 10 million Americans). At the same time, we ran a Twitter Party , live tweeting the hangout discussion and giving away five free miraclesuit swimsuits. During the mash-up, we ran a trivia contest for people to enter on Twitter, using our #DiabetesChat hashtag, in order to win a swimsuit.
For the #DiabetesChat hashtag that we set up for the Mashup campaign, based on our Hashtracking Analytics, we acheived 3,297,000 Timeline Deliveries, a reach of 227,000 people and over 1,000 Tweets. MiracleSuit gained over 200 new Twitter Followers in their specific target market: women who are concerned about weight-loss, while there are 200,000 more people who are now aware of the miraclesuit swimwear brand and who are now social with Miraclesuit spreading their love of the brand. A new term was coined, “#InstantSlimmers” during the party as well.
In sum, this campaign was an overwhelming success and exposed both the DiabetesInfluencer brand as well as MircleSuit to over 3 million timelines and over 200,000 people in their specific target demographic. Social Media marketing today is quickly trumping all other forms of advertising for just this reason – the right strategy and campaign provides a significantly larger, highly targeted and more effective campaign than other forms of advertising, and more and more brands are beginning to shift their advertising dollars from banner ads to social media for this very reason.
To find out if a digital campaign is right for your business, feel free to contact me for a consult.
Suzannah Raff specializes in building digital and social media campaigns, marketing and PR strategies for independent business owners and technology start-ups.
Yehuda Azoullay, founder/owner of the SephardicLegacySeries, hired me to help him convert his website into a wordpress website. After some in-depth strategy sessions, we ended up with a complete remake of his old website featuring a new and updated design that used the gorgeous sephardic logo/color schemes in a much more sophisticated way resulting in a modern and professional look and feel. There was a tremendous amount of material that was not as easily accessible on the old site. With the new wordpress site, the wealth of information that the client has to offer is featured in the forefront and the website provides a much more accurate representation of the breadth of their organization. The new site increased their Search Engine Optimization, traffic and pageviews significantly and is absolutely gorgeous.
I had the pleasure of working with the super-creative and popular Allison Josephs, Jew in the City, guiding her and her team in the re-design of her entire website. The Jew in the City strategy uses social media and the web as a tool to spread its message to the masses. However their previous website was outdated and not able to display their deep, rich and varied content in a clear and captivating way. I changed all of that. The website I designed for them has a modern look and feel and displays the rich content in a magazine-like format providing timely and usable news to their readers. The new site is absolutely beautiful, uncluttered and socially savvy and has helped Allison double her social media following and Search Engine Optimization.
Yachad Canada came to me with a common problem – they had the limited budget of a non-profit organization and huge needs. They understood the power of social media, especially as it relates to the beauty of the work they do and the message they want to convey. They wanted their community to know that they existed. So we created for them a website and social media strategy that accomplished just that. Here is the website I designed and created for them. I also provided them with social media and marketing training.
“It is a pleasure to work with Suzannah Raff. She knows her business inside out and took my business to the next level. Suzannah is thorough, organized, warm and personable; she made me feel encouraged and confident as I navigated the very complex business of website management. Thanks Suzannah for making my business a success!” Adina Soclof, founder/owner www.Parentingsimply.com
“There are so many factors involved in making a business a success. Suzannah has a masterful touch when it comes bringing all the elements together, including business development, marketing and personal motivation. She’s a pleasure to work with and an excellent mentor for anyone planning to take their business to the next level of success.” Naomi Elbinger, www.myparnasa.com
“Suzannah really helped me to organize my ideas and focus on setting up my business. She is a great motivator, marketer and hands on person who can really help you get things done! As I continue to grow I look forward to more of Suzannah’s amazing business coaching!” Miriam Pearl
“Suzannah showed me how to take my idea and make it a profitable business. She guided me in forming a business plan that is solid. I also worked with Suzannah to help my husband’s business grow. I really recommend Suzannah if you want to start a new venture or find creative ways for your business to become even more profitable.” Malky Zelman
“Suzannah’s coaching empowered me to think like an entrepreneur rather than someone who is working in a business. Those are very different thought processes and the results have raised my bottom line. I highly recommend Suzannah.” Sari Rosenberg, owner, www.Rechtijs.com
“Suzannah is excellent, in every aspect of the work we did together putting GenIQ,Ltd;s new repositioning of the GenIQ Model. Truly a good mind and a fresh pair eyes does make a difference. Most of us has the latter but not the former. Suzannah has proven herself as an asset in all that she does.” Bruce Ratner
“Suzannah has a strong, strategic business mind. She is the authority when it comes to helping those who want to start a small business, but aren’t yet sure of what to do first. She will guide you, taking you through the fundamentals of strategy, marketing, and vision, helping you create your business/marketing plan, and achieve your goals. If starting your own business is your dream, then let Suzannah coach you through each step. She is top notch and I couldn’t recommend her highly enough.” Barb Weisberg
“Suzannah was a pivotal in helping me understand the next steps in my business. She gave me the creative space to let out all of my ideas, gave me her own ideas and wrote a marketing plan on the spot. She then introduced me to people that helped me take my business to the next level. Thank you Shoshanna!” Eve Cantor
Do you find yourself so caught up in the day to day tasks involved in running a business that you lose focus on your goals, strategies and dreams? Do you find yourself with potentially great business ideas but are missing some pieces of the necessary business training to pull it all together? Or are you a small business owner who could use some additional support, guidance and skilled input to help you make important decisions and grow your business? If any of this feels familiar, then consider some professional Business Coaching with us. Give yourself the gift of business coaching, you will get out of it a lot more than you put in.
Here at Raff Business, our business coaching services will help you learn how to spend your time and talents on the right business goals and strategies. Whichever direction you need help with, our coaching services will leave you satisfied. Whether its to help you create an successful strategy, a comprehensive marketing or business plan, to set smart goals for yourself and your business or design and develop a website, coaching has proven time and again to provide businesses with a significant increase in productivity, success & profits.
Raff Business Consulting, LLC Business Coaching services consists of personalized strategy sessions from Founder/Owner, Shoshana Raff who combines both a Master’s degree in Business and Social work in her personalized and individualized coaching sessions in order to help you and your business thrive.
Along with individualized coaching sessions, we also provide webinars, Workshops, website design and web strategy, Social Media and Marketing training, and website development services to our clients.
Feel free to contact us here to discuss your business questions and see if Business Coaching with us is the right fit for your business.