WEconnect supports people recovering from substance use disorder through a mobile app and online meetings. As the primary marketing team member during my time there, I led a number of digital and print campaigns.
ROLE: designer • developer • marketing strategist
TEAM: Terra Durio, Content Strategist
RESULT: website sessions more than tripled (up by 229%)
When COVID-19 shut down in-person support groups, WEconnect began offering free online recovery meetings. I created graphics that WEconnect and its partners shared, expanding their initial reach.
I also set up an email list for anyone interested in staying informed of updates to the meeting schedule. Below are a couple of examples of emails I've designed, recycling the social media graphics.
In addition to meetings, building and launching the company blog created a platform where our team could write articles intended to support the recovery community.
HIPAA regulations make physical mail a preferred outreach channel. We created a standard letter to be sent out, though soon realized we‘d need to do more to get people‘s attention.
In an effort to make the mail more memorable and actionable, I designed these “tickets” with instructions and the unique codes each member would need to get started in the app. I hoped people would feel the thicker card stock through the envelope and be more interested the letters.
In reaching out to potential members through other channels, our team discovered that many had discarded the letter assuming it was just a bill from their healthcare company. We went into problem solving mode and came up with an idea to boost open rates: envelopes that would stand out.
I suggested that we create greeting cards since the envelopes are a different size and it could be done in a way that's both professional and heart-felt. I presented the team with several options.
In the end, this is the one WEconnect chose.
To provide additional information with the card, I also suggested creating an insert. This two-sided Z-fold mini brochure includes everything someone would need to get started on the app in a concise format.
Additionally, I created a handful of digital ads to help drive traffic to the website.
