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The Health Institute of New Jersey (HINJ) is a trade association for pharmaceutical companies, sellers of medical devices, and other providers in the health industry. As one of Adfero's first consulting clients, with a relationship dating back to 2000, HINJ naturally approached Adfero when it decided to expand its grassroots program. With a web site that was limiting them in terms of online activity and outreach, HINJ requested a new web site and a way to attract and maintain activists from its member organizations.
Building on its experience with the organization and an in-depth understanding of their needs, Adfero designed and launched a new site in January 2005 that offered expanded advocacy tools. In addition to these improvements, the new site conveyed information about HINJ and its members, encouraging visitors to become involved in spreading the word about the high-tech, innovative trends in the health industry.
Adfero developed an aggressive launch campaign for the site, using integration of online and offline elements to maximize its impact. Large, eye-catching postcards and e-cards were sent to employees of HINJ's member organizations, as well as brochures that provided information, advice and an opportunity to sign up as activists.
The launch campaign created a buzz in New Jersey, increasing general awareness and successfully recruiting a number of new grassroots participants. Through the web site, activists were provided with the necessary tools to positively impact state and federal legislators on health industry issues, enabling HINJ to translate its recruiting success into concrete political action. |
The Challenge
