American Dental Association
ADA Member App Launch
Objective
Launch the re-imagined American Dental Association (ADA) Member App while highlighting the benefit of being an ADA member, specifically targeting dentists early in their careers.
Strategy
Develop a three-phased content takeover of ADA channels, promoting sweepstakes and app features, to encourage downloads and sustain engagement.
Role
Content Development
Created a nine-month content calendar across all ADA channels (paid, earned, shared, owned), strategically deploying various channels based on the message, ideating engaging and timely content themes, and using targeting to reach certain audiences.
Developed member-first messaging to communicate app and member benefits.
Drafted over 100 total pieces of content across all channels.
Client Services
Conducted ongoing performance analysis to optimize best-performing channels and app features.
Led IAT integration.