Back in the day, The King’s Fund was just another dewy-eyed health and social care think tank. In recent years, it has become increasingly influential. This is due to large extent on its communications strategy, which is focused around digital interaction with its audiences. I worked on web project management which included:
- a redevelopment of the website
- email marketing
- a campaign microsite with partner organisations
- the creation of online networks.
With time-poor audiences, the challenge is to not over-communicate, especially by email, because this is worse than not communicating at all; instead, to achieve a balance. This is only possible when targeting audiences effectively and this was done by means of market research and with the use of a system that became part of its CRM.