Georgia Chiropractic Association – Associations

Situation
Georgia Chiropractic Association (GCA) wanted to improve the image of their members while increasing membership.  Having no internal marketing personnel and limited staff, the organization turned to O’Neill Communications.

Action
O’Neill Communications developed a comprehensive marketing plan for GCA that included a new brand identity, an improved magazine, updated conference marketing materials, an improved Web site including a patient site, and a membership campaign.  Marketing activities included:

Brand Identity – Using research and input from the GCA executive committee, a new logo and brand identity were developed to position GCA members as leading professional doctors with access to cutting-edge educational opportunities.

Magazine – O’Neill Communications combined GCA’s two-color magazine and newsletter into one, four-color, quarterly magazine, with improved photography and editorial content while managing editorial responsibilities and working closely with the editorial board.

Conference Materials – An exhibitor prospectus and attendee brochure were developed to promote the GCA conference.

Web Site – Our firm developed a fresh, new look for the GCA member site with an easy to view calendar of events and a special “members-only” section that gives access to important information and online version of the magazine.

In addition, a patient site was created to help patients find GCA member doctors, provide information about chiropractic, and includes articles and tips on healthy living activities.

Membership Campaign – A series of three-dimensional mailers were distributed to potential members, including a mouse pad to promote GCA’s new Web site.

Results
GCA’s launch of the Web site and new magazine has attracted new members while providing a valuable new source for chiropractic health care for consumers. The new GCA Web site had nearly 7,000 visits in its first three months of operation, and continues to attract visitors on a daily basis.