Showcase Shepherd Center

The newsroom as a strategic communications tool


Summary

Six months after launching the PressPage newsroom, news readership has quadrupled as compared to the previous native newsroom. Visits from the newsroom to the rest of the website have also gone up. The center's Facebook page has grown by 16 percent, with a 52 percent increase in reach.

Results after first 6 months

  • 4 times more news pageviews
  • Increased clickthrough rate
  • 16% increase in Facebook followers

Showcase details

Shepherd Center's online newsroom is the hub of their content marketing efforts, which began in earnest in mid-2013. PressPage provides the technology platform that allows the healthcare organization to promote their various forms of content - articles, photos, videos, infographics, SlideShare presentations – via the channels where their audiences are spending time. This "hub and spoke" approach brings readers back to the newsroom and often to the hospital's general website for even more information.

Seamless branding within existing website
It was important to Shepherd that their newsroom appeared to be an integral part of their general website, providing consistent branding and seamless navigation that delivers an easy-to-use information-seeking experience. Shepherd's comms team also like that PressPage delivers a responsive website experience, adapting content presentation based on screen size. This is particularly important an increasing percentage of visitors access their website on mobile devices.

Why Shepherd Center decided to work with PressPage
Jane Sanders, Shepherd's Associate Director of Public Relations explains; "From the beginning, PressPage provided an easy-to-use platform that allowed us to migrate existing content to the newsroom and launch the new site within a short timeframe. The steps leading to launch were guided and well organized by PressPage. The cost is quite reasonable. Customer service is excellent. Updates to the platform are ongoing. Analytics are included in the platform".

Shepherd's unique buying reasons?
For Shepherd, cost, ease of use, customer service and platform functionality were the primary reasons for subscribing to PressPage.

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