About the project
Camelia Irimia or "Midwife Camy" is a midwife and the Coordinator of the Birthing Unit at a private hospital in Timisoara. She is a psychologist and trainer for pre- and postnatal preparation courses. A person who is with the future parents both mentally and physically.
She began her midwifery career in 1992 at the maternity hospital in Târnăveni. Years of work and training followed to achieve her own goals.
With the move to Timișoara, in 2017, the desire to create an image on the market and to make known his profession, presence, but also the experience he had acquired began.
That's when he started, on his own and without any marketing knowledge, to give life to the Moașa Camy brand.
She created a Facebook and Instagram profile where she constantly made posts educating pregnant women and posts with images and testimonials from clients.
In addition to social media content, he developed various partnerships with medical clinics and brands that have the same target audience. These were very well chosen and he always promoted only products and services that he truly believed in.
The initial challenges
One of the challenges of this project was lack of public education regarding the midwifery profession. There is a very large category of people who associate the term midwife only with the Holy Sacrament of Baptism and not with the midwifery profession.
The existence of a large volume of information and aspects that the midwife wanted us to present on the website and through promotional materials.
Clear identification of the midwife's vision and its transposition through all the materials produced. She wanted to convey pragmatism and professionalism but also her own vision without any intervention on it.
Notoriety. Although in general, Camy Midwife was a well-known name among future parents, it was necessary to increase notoriety and increase trust in this brand.
Specifically, how did we help create the brand and increase notoriety?
When we were contacted by Camelia Irimia, she wanted to make "Camy the Midwife" a brand.
The foundations of the Camy Midwife brand were already created by her own efforts and the quality of the services she offered.
However, she needed something more impactful, powerful, and professional that would help her move to the next level in her career.
He wanted to make the Camy Midwife brand an independent and self-contained brand.
I understood from the beginning that he needed a strategy to launch a strong personal brand that will help her convey trust among parents and potential collaborators in a professional manner.
The first proposed action was to create a new logo. So, first of all, we took care of designing a new visual identity.
We started from the old identity and outlined a modern logo that would convey empathy and professionalism.
From the beginning, he wanted a presentation website which should be like a mirror of his professional experience and all his activity up to that point.
Following the discussions, we outlined a clear structure for the site that would encompass all the information mentioned by her.
Given the nature of his profession, gaining the trust of potential clients was one of his main goals. That's why we decided to create a page specifically dedicated to testimonials.
Here we have included testimonials from patients, students, and medical professionals with whom she had the opportunity to collaborate.
Why?
Because the midwife also wanted to increase her credibility among potential collaborators, the testimonials from medical professionals also gave future parents the certainty that Midwife Camy is a professional.
We created sections in which we included data about our own experience as well as the qualifications and certifications obtained.
Her extensive experience in events was also supported by the real photos she had. Thus, we made a selection and kept the most qualitative and relevant images for her.
Another important action was optimizing website pages. We conducted keyword research to see how we could optimize each page.
We optimized the content based on the results obtained and took into account internal link building.
Because content is very important, we established a content strategy for the site's blog together with Midwife Camy.
Because she really wanted to be able to convey the information to readers herself, we decided that she would write the articles, and we would take care of identifying topics of interest and optimizing them for SEO.
Proof of the quality content on the site is the high number of site users 602, from organic searches, the low bounce rate 45,05% and the high time spent on the site 02:55.
All the promotional materials that the midwife had up until then were redone. New ones were also created for educational purposes and to provide added value to clients.
Thus, we created along the same design lines: birth plan, map, brochures about baby care, flyer promotion for pregnant women who are about to give birth assisted by her, presentations PowerPoint used during classes, roll up.
Because the midwife wanted to strengthen her own brand, independently organizing courses and events was one of the natural things that followed.
Thus, starting from what the midwife wanted to offer potential clients, within an event, we outlined our own event, Future Parents of Note 10.
Because we wanted to highlight the fact that participating in the event will help future parents at all stages, we designed the event's image around this idea. So we depicted the moments when the midwife can be with parents through the services offered: during pregnancy, childbirth and after birth.
Also in the image, we didn't forget to include a photo of the midwife to help us draw attention to the event and highlight the fact that this is a Camy Midwife event.
For more effective promotion of the event, we created a landing page. This page was created using a "funnel" through which we managed to move the visitor from the need awareness stage to the conversion stage, in this case event registration.
The landing page contained: details about the course and how it meets the informational and psychological needs of future parents, information about the midwife and her experience, organizational details and social proof (photos from events and testimonials), content that provided us with a average time on site of 03:41 minutes.
Also to promote the event, we had in mind a paid campaign on Facebook and Instagram with a minimal budget. This had the event landing page as its destination page.
Through this campaign we managed to generate a Average ROAS of 5 and a constant number of participants at this monthly event. It is also important to mention that there are registrations 2-3 months in advance, given that the event is a recurring one.
To expedite registration for the event, we did not display the option to register more than 6 months in advance.
Later, we automated the actions on the site to make the midwife's work easier and more efficient. Thus, after each event registration, the participant automatically receives an email with all the information they need.
result
In conclusion, for the Camy Midwife project we managed to:
we strengthen the brand by increasing visibility and credibility among future parents following the implementation of all promotional actions and materials;
we increase notoriety both among customers and among collaborators;
we outline and launch a Moașa Camy branded event self-reliant and successful;
we increase the level of trust among parents towards the Camy Midwife brand, a fact supported by increase in the number of course participants and of increasing the number of partners and B2B collaborations;
we increase income from their own events;
we attract quality traffic on the website.
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