IVF Network is an online members community for people who are about to embark on or are currently navigating a fertility journey. It provides access to invaluable resources, including hundreds of hours of broadcasts with top fertility experts and a supportive community of like-minded individuals facing the challenges of fertility.
The IVF Network was founded as an information portal to support a worldwide community of people navigating their fertility journeys by providing access to a range of resources, professional expertise and topical discussions.
The organisation wanted to drive corporate and individual (free and paid) subscribers to its online network and become the leading IVF resource in the UK and beyond. In addition to boosting members to its free online portal, it wanted to drive sign-ups for its corporate offering, which includes access to webinars promoting the importance of supporting fertility journeys in the workplace and exclusive guides on how to implement a fertility policy within the workplace.
Using a holistic mix of organic social media, digital advertising and email lead nurture we have helped boost free memberships to the platform, convert free members to paid memberships and increase corporate sales leads.
The latter involved creating a B2B digital advertising campaign focused on fertility in the workplace, with a gated fertility policy guide used as a lead magnet.
Our organic social media campaigns have involved focusing on topical issues within the fertility space by creating teasers for broadcast material the IVF Network offers as part of its membership. We have also supported with ad-hoc campaigns, such as driving sign-ups for a World Fertility Day webinar and ‘State of the UK Fertility’ report.
We designed and implemented email campaigns to support the above and further help nurture the free-to-paid membership journey.
Recognising that the user journey on the existing website could be improved to enhance the results we were already delivering through marketing activity, The IVF Network appointed us to design a new website. This resulted in a mini-rebrand which has been rolled out across all digital channels. The new look is cleaner and fresher, and the website’s enhanced signposting makes it easier for members to navigate The IVF Network’s invaluable resources.
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Or send Alex an email to alex@airsocial.co.uk
