The Canadian Association for University Marketing (CAUCE) Design and Marketing Awards acknowledge the best practices and initiatives of university continuing education in Canada. These awards recognize outstanding design and marketing initiatives that have demonstrated results within the program year. In 2015, CPD was recognized by CAUCE with the ‘Marketing on a Shoestring’ award for the Indigenous Health Conference campaign.
Created by Dr. Anna Banerji, Director of Global and Indigenous Health at CPD, The inaugural Indigenous Health conference that was held from November 20th-21st 2014 in Toronto. The conference allowed for the discussion of health disparities that exist for Indigenous people in Canada and equipped health care providers with an understanding of how to better serve this population.
The campaign focused on generating awareness of the new event and had a success metric of 250 conference attendees. Press releases, newspapers and social media engagement helped to spread the word. Email communications directed the target audiences to the conference microsite for additional information, to register for the event and to submit abstracts. The microsite also featured a twitter feed, mailing list opt-in and a printable flyer that could be downloaded and shared.
Through these efforts, the inaugural Indigenous Health Conference sold out. There were a total of 435 attendees surpassing the original attendance goal. The healthcare professionals and indigenous community partners that participated reported that the experience surpassed their expectations.
Building on the success of the inaugural meeting, CPD is now actively planning the second Indigenous Health Conference. It will be held on May 26-27, 2016.