Local Health IT Welcome Series

NACCHO

MY ROLE

Campaign Lead, Email Copywriter, Marketing Automation Specialist

BACKGROUND

The National Association of County and City Health Officials (NACCHO) launched the Local Health IT Community of Practice (LHIT) to better support IT professionals in local public health departments, a group historically underrepresented in programming. While the platform gained initial traction after its 2019 launch, participation dropped significantly during the COVID-19 pandemic. To support LHIT’s soft re-launch, program leadership requested a digital marketing strategy to boost engagement in the community platform and convert new leads into active community members.

I developed an organic lead generation strategy, paired with a custom, behavior-triggered welcome series in an effort to help convert contacts into fully engaged members of the commnuity. I performed competitive analysis and persona development, and mapped the automated welcome series. I proposed the inclusion of civic tech professionals as a potential audience segment, hypothesizing that connecting under-resourced public health IT administrators with civic tech volunteers and organizations could spark richer collaboration and programming.

I collaborated with program and online community moderators to align on messaging goals, secure final content approvals, coordinate social post scheduling via Hootsuite, and launch updated landing pages.