© UEG. 2012

Presentation by

Marketing & Communication

A first analysis of UEG Rebranding

An attempt to measure the effectiveness of marketing initiatives

19/10/2012

Katharina Buder-GannonUEG Week Amsterdam

© UEG. 2012

Brand architecture

© UEG. 2012

Basic elements

© UEG. 2012

UEG Rebranding - a sucess?

Who we are?

• Mission

We work together to constantly broaden and deepen knowledge of gastroenterology, advancing and advocating solutions to meet current and future challenges.

• Vision

To be the global reference point for the care of gastroenterology patients.

“Advancing gastroenterology care”

How we are?

• Human and approachable

• Knowledgable

• An authority in what we do

• Accessible and informative

• Modern, moving and advancing

© UEG. 2012

UEG Rebranding - a sucess?

Strengths of our new brand

• Consistent

• Simple

• Relevant

• Recognisable

• Clear

• Professional

• Understands the audience

© UEG. 2012

StationaryBusiness Cards, Email Signatures, Envelopes, Compliment Slips, Letterheads, PPTs

© UEG. 2012

Give-awaysPens, USB Sticks, Ties, Notepads, Folders, Cardholders, Ipad Sleeves, Sweets, Rubic Cubes

© UEG. 2012

History Brochure

UEG Home UEG Week Landing Page

UEG Education Landing Page UEG Journal Landing Page

EU Affairs Landing Page Research Landing Page

News & Press Landing Page My UEG

© UEG. 2012

www.ueg.eu Statistics (as per Oct. 16)

Figure Description75469 pageviews21277 visits

4 min 31s average visit duration

41%visits have bounced (left the

website after one page)

4actions (page views, downloads

and outlinks) per visit 52759 unique pageviews 2458 downloads8137 outlinks

© UEG. 2012

www.ueg.eu Statistics

Development of page views

© UEG. 2012

www.ueg.eu Statistics

Country Visits United States 3404

Germany 2157 United Kingdom 1468

Russian Federation 1207

Austria 1177 Italy 1076

Netherlands 985 Spain 905 Japan 709

France 604

Top Ten Contries

Top Pages

Top 20 Single Pages (15.7. - 15.10.) Pageviews Avg. TimeHome 155851 Minuten 59s UEG Week 2012 68661 Minuten 3s Who we are 357355s Education 279058s Upcomig Course Prague 17221 Minuten 25s Upcoming Course Barcelona 16751 Minuten 35s Contact Us 12731 Minuten 24s Top Abstract Pri... 12661 Minuten 0s Login 37412 Minuten 46s Activities 15311 Minuten 10s Event Calendar 13492 Minuten 22s Upcoming Course 13871 Minuten 33s News & Press 123954s Future Congress 8831 Minuten 13s Awards & Grants 94136s Trainee Courses 94640s Rising Stars Awa... 9461 Minuten 55s International Sc... 8411 Minuten 8s Upcoming Course ... 8611 Minuten 33s Boards & Committ... 91531s

National Societi... 8051 Minuten 25s

© UEG. 2012

www.ueg.eu Statistics

Website Visitsuegw2012.ueg.eu 705www.facebook.com 22536ohk6dgmcd1n-c.c.yom.mail.yahoo.net 117m.facebook.com 80www.gastro.ru 78www.esge.com 77www.rai.nl 75uegw11.uegf.org 67www.bsg.org.uk 47www.tnsic.com 29www.e-learning.ueg.eu 28

Top Website Referrers

© UEG. 2012

http://www.e-learning.ueg.eu/ Statistics (May 1-Oct 9, 2012)

Visits

• Total visits: 6.666 (3.410 have completed registration)

o Returning visitors: 3.732 (56 %)

o New visitor: 2.934 (44 %)

• Number of pages/visitor: 6,21

• Average time online: 7 min, 31 sec

Views

• Total Views 41.417

Data collected for UEG e-learning only from mid July onwards

© UEG. 2012

Statistics: Google Analytics (May 1-Oct 9, 2012)

Top 10 Countries

Visits Pages/visit Time/visit New visitors

© UEG. 2012

http://www.e-learning.ueg.eu/ Statistics (May 1-Oct 9, 2012)

Launch of UEG e-learning on May 1, 2012

User accounts01.05.2012 10.10.2012 Difference

Total 3.560 3.974 414 Registration completed 3.061 3.410 349

Sales per Oct 10

01.05.2012 10.10.2012 DifferenceNo. of articles 234 258 24 No. of orders 40 71 31 Net turnover 516,00 € 750,00 € 234,00 €

© UEG. 2012

http://www.e-learning.ueg.eu/ Statistics (May 1-Oct 9, 2012)

Top 10 countries with respect to number of orders

BEL: Begium

MLT: Malta

GRC: Greece

SGP: Singapore

01.05.2012 10.10.20121 USA GRC2 ESP USA3 GBR SGP4 DNK ESP5 AUT DKN6 ITA AUT7 BRA GBR8 BEL BRA9 MLT DEU

10 NOR ITA

© UEG. 2012

e-marketing Statistics

• 2-3 Newsletters sent out per month

• UEG, Education, Week, e-learning, EU News

• 3 different databases used at the moment

• Large database of 25.000 email addresses

• e-learning registered users of 3000

• Small database of 300 board and committee members

• Other calls and communication with members not included

© UEG. 2012

e-marketing statistics

UEG all n

ew (M

ay)

launc

h ne

w jour

nal (

May

)

Educa

tion

YIM (M

ay)

EU New

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k ne

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r (Ju

ne)

EU New

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uly)

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(July

)

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k -

win a

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reg

(Aug

ust)

Wee

k - e

arly

bird

reg

EU New

s (S

epte

mbe

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k (S

epte

mbe

r)0%

5%

10%

15%

20%

25%

30%

35%

40%

read

hard bounces

unregistered

© UEG. 2012

e-marketing statistics

Link Klickshttp://www.facebook.com/myUEG 401http://uegw2012.ueg.eu/congressregistration.html 124http://www.ueg.eu/awards-grants/ueg-awards/research-prize 101http://uegw2012.ueg.eu 81

http://www.ueg.eu/fileadmin/user_upload/documents/About/RFP_Survey_of_Digestive_Disorders_in_Europe.pdf

57

http://www.ueg.eu 53http://www.ueg.eu/education/courses/research-course/upcoming-course 45http://www.ueg.eu/awards-grants/ueg-week-awards/international-scholarship 43http://www.ueg.eu/education/courses/ebm-practice-course/upcomig-course 42http://esdo.eu/education/workshop.php?navId=7 23http://esdo.eu/education/gi_workshop.php?navId=7 19

https://uegw.congress-online.com/guest/SciProgramSessionsList?SSNTYPE=20&SSNDATE=10/22/2012

18

http://www.ueg.eu/education/courses 16http://www.e-learning.ueg.eu 14

http://facebook.com/sharer.php?u=http://www.ueg.eu/awards-grants/ueg-awards/research-prize

13

http://ueg.eu/index.php?type=100&tx;_ttnews 10https://twitter.com/#!/my_ueg 6

Detailled report of Week Newsletter „Win a free registration“ (August)

© UEG. 2012

Proof that e-marketing works

© UEG. 2012

Proof that e-marketing works

© UEG. 2012

Social Media Statistics (as per Oct. 17)

Facebook Users Target end of 2012 Twitter Followers Target end of 20120

100

200

300

400

500

600

700

800

396

750

119

250

© UEG. 2012

Social Media Strategy

• Encourage participation

Presenting a mix of interesting topics, including topics of public interest & fun stuff

Raising questions and motivate to discussion

Organising Lotteries & quizzes

• Facilitate networking

Create and host groups, offering especially young physicians (course-participants)new channels for networking .

• Covering events

UEG Week: Livecoverage of the meeting, promoting online discussion (#UEGWeek), and monitoring the discussion. Raising visibility through the use of twitter walls

Covering pre-Congress events

Covering courses

• Work in campaigns

Keeping up a topic, presenting it from different angles

• Help from volunteers needed!!!!

Regarding scientifc content

© UEG. 2012

A slowly growing social media community….

© UEG. 2012

Communication – succesful developments

To Members

• Improved contact with National Societies

• Members Database received (7 countries with email, 15 countries with postal addresses)

• Through regular forwarding of UEG mailings

• My UEG

• Calendar of Events upload and other services

• Promotion of UEG initiatives

• At National Meetings

• By forwarding mailings and website postings

• Road shows

• Social Media connection

To Non Members

• First Contact to 64 WGO Member Organisation

• Enhanced activities planned in 2013 to contact other stakeholders

External relations strategy

19/04/2023 © UEG. 2012

Presentation by

UEG Journal

© UEG. 2012

Pre launch activities

In cooperation with SAGE Marketing

Branding

•Booth displays and signage in RAI

Promotion

•Ad inserts in all Printed Matters

•Leaflets/Flyers/Order Forms

Production

• Give aways (Post its, dummy issue)

e-marketing

• Coverage in Newsletter and Social Media

Websites

• Banners on all Websites

Journal Advertising

© UEG. 2012

Future Plans Targeted Mailing and Communication – UEG Datamanagement

• Increased targeting with the help of our new Data management system

Hier screen shot einfügen von kundenmeister

© UEG. 2012

Exclusive Preview: UEG the Film

‘Celebrating the past - anticipating the future’

© UEG. 2012

Presentation by

Thank you for attending, if you are interested in finding out more about UEG visit www.ueg.eu

Like us on Facebook at www.facebook.com/uegTweet us on @ueg

19/10/2012

Katharina Buder-.GannonUEG Week Amsterdam