Application/Key learning points: This Marketing case study goes behind the scenes of the local, small-budget campaign by Australian age-care provider Bethanie. Bethanie used its budget of AU$1,500 to deliver a return on investment of 306 times. Online the campaign recorded a 230.63 per cent increase in new searches for Bethanie South West Aged Care compared to the same period the year before. Further web traffic improvements were seen, with the bounce rate decreasing by 49.04 per cent, which suggests more targeted searches were being correctly directed to the Bethanie website. The campaign won the Small-Budget category at the 2015 Australian Marketing Institute Awards for Marketing Excellence. Lessons can be learnt from this example for diabetes campaigns.
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