Case Study: Campaign Brand Development for
Beth Rom-Rymer-Ph.D.
Dr. Beth Rom-Rymer, a leader in the field of psychology, launched her campaign for the presidency of the American Psychological Association (APA), aiming to highlight her extensive leadership experience, advocacy for mental health equity, and vision for advancing the field of psychology. A comprehensive multi-channel campaign was designed and executed to support this effort, encompassing digital, social, email, and print strategies to build awareness, mobilize support, and engage the psychology community.
Project Objectives
Welby Creative was engaged to develop a cohesive campaign strategy encompassing:
- Development of a centralized digital platform to communicate the candidate's vision and connect with diverse audiences.
- Establishment of a robust social media presence to foster engagement and amplify campaign messaging.
- Creating targeted email campaigns to mobilize support and build relationships.
- Designing impactful print materials to support in-person outreach and events.
- Ensuring consistent branding across all platforms to reinforce professionalism and trust.
Solutions Implemented
Logo Design and Branding Styles
Concept Development: Collaborated with the client to understand their vision and values, leading to a logo that embodies health, vitality, and trust.
Versatility: Designed the logo for adaptability across various mediums, including digital platforms and print materials.
Website Design and Development:
Responsive Design: Developed a mobile-friendly website to ensure optimal device user experience.
E-commerce Integration: Implemented a secure online store for seamless product browsing and purchasing.
Content Management System (CMS): Utilized WordPress to allow easy updates and content management by the client.
Comprehensive Content: The site featured detailed sections, including:
- Dr. Rom-Rymer’s biography and professional achievements.
- A vision statement articulating her goals for the APA.
- An interactive Q&A section addressing key issues and questions about her candidacy and platform.
- A dedicated area for letters of endorsement and testimonials highlighting her influence and credibility.
- An integrated PDF viewer for multiple pages and files to allow viewers to read, print, and distribute relevant materials.
Social Media Content Creation
To engage with a broader audience and create an ongoing dialogue, a dynamic social media strategy was implemented:
- Platform Optimization: Established a presence on LinkedIn, X ( formerly Twitter), Facebook, and Instagram, tailored to the unique characteristics of each platform.
- Content Creation: Developed visually appealing posts, videos, and infographics communicating key aspects of Dr. Rom-Rymer’s platform, campaign updates, and thought leadership.
- Hashtag Strategy: Leveraged campaign-specific hashtags to increase visibility and encourage user-generated content.
Email Marketing:
A targeted email marketing strategy ensured direct and impactful communication with supporters:
- Audience Segmentation: Emails were tailored to specific groups, such as students, practicing psychologists, and organizational leaders, addressing their unique concerns and interests.
- Content Delivery: Campaign updates, endorsement highlights, and calls to action were delivered through well-designed emails optimized for readability and engagement.
- Results-Driven Messaging: Every email included actionable items, such as signing up to volunteer, attending campaign events, or forwarding messages to colleagues.
Promotional Products and Marketing Materials
A comprehensive suite of print materials reinforced the campaign’s presence in offline settings:
- Design and Distribution: To reflect the campaign's branding and messaging, professionally designed posters, flyers, brochures, pins, pens, and other materials were produced.
- Event Support: Materials were distributed at conferences, community gatherings, and academic institutions, ensuring high visibility among key audiences.
- Tangible Connection: Print items served as physical reminders of the campaign, sparking conversations and engagement beyond digital platforms.
This integrated campaign effectively communicated Dr. Beth Rom-Rymer’s qualifications, leadership, and vision, while fostering a sense of connection and shared purpose among her supporters. By leveraging digital innovation, traditional marketing, and personal endorsements, the campaign left a strong and lasting impression on the psychology community, positioning Dr. Rom-Rymer as a compelling candidate for APA presidency.
