DOES WORKPLACE WELLNESS WORK? WHITEPAPER
I designed a professional and visually engaging whitepaper focused on LinkedIn lead generation strategies. The project involved creating a clean, polished layout that effectively communicated key insights and actionable steps to drive engagement and generate leads. By combining compelling visuals with clear, structured content, the whitepaper served as a valuable resource for businesses seeking to enhance their LinkedIn marketing efforts.
Categories
Communications Design
Graphic Design
Illustration
Digital Content Creation
Skills
Adobe Illustrator
Adobe InDesign
Project Metrics
Role
Art Director, Graphic Designer, Project Manager
Project Description
Led by UW-Extension Continuing Education, Outreach and E-Learning (CEOEL), University of Wisconsin Health and Wellness Management is an online, collaborative program offering bachelor’s and master’s degrees to busy adults who are balancing work, family, and other responsibilities. CEOEL’s marketing, program management, and media teams collaborated on a mixed media white paper that worked as a prospecting resource for persons working in health and wellness and for those who are considering this career path.
Marketing materials created for the mixed media campaign:
- Email to prospective students
- Email to current Health and Wellness Management students
- Facebook ad
- LinkedIn ads
- LinkedIn posts
Web content posts:
- “Workplace Wellness Trends: Find the Bright Spots”
- “Learn Corporate Wellness Strategies from 9 of Today’s Most Admired Companies”
- “A Different Approach to Workplace Wellness: Creating a Movement”
- “How to Create a Workplace Wellness Program That Actually Works”
Objectives
- Create a deliverable to members of health and wellness professional organizations
- Drive traffic to the HWM website via an ad campaign promoting a downloadable white paper
- Position UW Health and Wellness Management as an authority on the subject of workplace wellness
- Provide meaningful content in an email campaign beyond a simple sales message, thus increasing the open rate
Results
The Health and Wellness Management Does Workplace Wellness Work white paper met or exceeded each of the objectives and resulted in a positive response from all campaigns and professional groups.
- Achieved high open rate. The industry standard for email open rate in higher education is 22 percent. The email to current students achieved a 45 percent open rate, which exceeded the goal.
- Produced high number of Facebook engagements. The overall paid and organic reach of the retargeting Facebook ad produced a high number of clicks (505).