Background
upwaRD is an annual registered dietitian recognition program that highlights the work the five winners are doing in their local and online communities, as well as for the nutrition world.
It created an opportunity for FoodMinds to form influencer relationships, as well as our clients, and lend our platform to our winners.
A win-win for all!
Ideation Session
After a few brain dumps, I named the program upwaRD based on the idea of moving careers onward and upward, and the RD abbreviation to immediately inform it was for dietitians.
From there, I led the creative team, and leadership team to create the right tone and branding for the program, to speak to a younger, social media focused audience.
The assets that we created for the launch included:
3 iterations of the landing page; nomination, judging period, and winners announcement
Social media promotional assets and copy - for FoodMinds and influencers
Promotional email
Press release
Winner’s blog articles
Planning Process
I reached out to well-known media RDs to bring them onboard as our judging panel and to help promote the project. We put together the program with no promotional budget, so everything had to be based on organic reach and engagement.
We put together a list of RD influencers to ask to further promote the program, including assets and copy for them to use.
We picked a launch date, and I sent internal communications to create buzz among the staff and remind them to share the program across their own networks and channels.
We planned a winner event around FNCE, the largest food and nutrition conference to announce each winner and create a space for them to build relationships with FoodMinders, clients, and other dietitians.
Results
56% website traffic increase
100 nominations year one
30 influencer accounts engaged