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GIA 2003 Excellence Winner

Kathy McViker, Chasity O'Neill, Kathleen Walsh, and Terri McCullough

Kathy McVicker, Chasity O'Neill, Kathleen Walsh and Terri McCullough (absent from photo: Lawrence J. Burns and Amanda McGee)

MCO Shoestring Award Marketing Materials

Shoestring Award - Marketing

Medical College of Ohio - Office of Institutional Advancement

MCO Marketplace Marketing Push 2002

The Medical College of Ohio's (MCO) Intranet site, Monitor was launched in 2000 and quickly gained a reputation as a strong communications and workplace tool Web site for employees and students. But, the demand for expanding Monitor added to the growing challenge for the institution to supply money and manpower to continue to grow the Intranet site and support other online initiatives. MCO Marketplace Web site was created as a link from Monitor that allowed companies to advertise
special services and extend discounts to the MCO community.

Goals

Create a marketing plan to increase the number of business partners while being perceived as an
MCO benefit, not an unwanted ad solicitation.
Increase revenues for web initiatives.
Increase awareness of MCO Marketplace by members of the MCO community.
Position MCO Marketplace as a benefit of being part of the MCO community.

Results

Doubled number of business partners from 15 to 30.
Increased revenues from $10,230 in 2001 to $14,400 in 2002, and in-kind donations used
for promotion prizes from $0 to $480.
Nearly doubled page views per month from average of 2,300 to average of 4,200. Positive
feedback from vendors and the MCO community.

Contact: Kathy McVicker, Director, Web Strategy and Development, (419) 383-6024;
kmcvicker@mco.edu