Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Jun 29, 2000
Case Study Reveals Web Traffic-Driving Test Results

SUMMARY: No summary available.
COMPANY: offers the fragmented nursing profession --95% of whom are women -- content, commerce, online education and strong community features. We asked CEO Isobel Coleman what works in terms of driving traffic … and what doesn’t.

The majority of's new visitors arrive as a result of a tri-fold glossy direct mail piece sent to nurses. The direct marketing campaign used a rented mailing list compiled from several different sources, some through partnerships. "People are always predicting the demise of direct mail, but I think it's the best way to reach people. If you have a targeted mailing, you'll have success," advises Coleman.

The site’s print media placements include a combination of monthly and semimonthly half-page four- color ads in professional journals like RN Magazine, American Nurse, NYSNA (New York State Nursing Association), and Nursing Management.

"Print advertising takes a long time before it registers with people," says Coleman. More a branding exercise than anything, "We don't expect the ads to result in a lot of traffic on our Web site." And indeed few newbies say they found the site as a result of a space ad.

BANNER ADS: has placed ads on sites nurses frequent, such as Medscape,’s nursing section, and some smaller sites with nursing traffic. However, Coleman doesn't believe the Web has enough concentrated nursing traffic yet to be an effective brand developer.

To facilitate viral marketing, provides visitors with an opportunity to refer friends and colleagues to the site, regardless of the section of the site being viewed. For example, if the visitor is reading about pediatric nursing, "from that group I can send an email invitation to anyone and it goes out as an email link to the recipient. If you are a fellow pediatric nurse, you can just click on the link and you come back into that group," says Coleman.

FUTURE CAMPAIGN will rev up viral marketing by launching an Ambassador Program in partnership with later this month. Members, who succeed in getting 25 or more people to accept their invitations, will get points toward a charitable donation on their behalf to the institution of their choice. (No, dot-com start-ups don’t count as “charitable institutions”!)
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.