RACGP Email Marketing
Client Overview
Representing more than 39,000 members, the Royal Australian College of General Practitioners (RACGP) is Australia’s largest professional general practice organisation and represents urban and rural general practitioners.
In 2018 RACGP undertook a major project in their Digital Technology unit to rebuild the ‘OneGP’ website portal which is the main digital communication channel for the College and its members.
A requirement of this project was to migrate the entire email communications infrastructure to a new platform.
Project Overview
Revium was engaged by RACGP in a consultancy capacity to assist in the transitioning of email marketing and communications from the existing platforms (Umbraco and Informz) to Kentico Enterprise Marketing Solution (EMS) which was being rolled out across the College websites. As part of the transition, a new framework was required to establish best practice and leverage the full capabilities of the new platform. This included:
Establishing workflow and processes for eDM creation and distribution
Unsubscribe management and procedures
Distribution list management and segmentation
Subscription Preference management
Newsletter issue composition, personalisation and publishing
Challenge
Moving to an entirely new platform with advanced automation and marketing capabilities was a challenge for RACGP, however they didn’t want to hand over the work to a third-party vendor and instead wanted to build up their own internal capability.
Solution
Revium provided a Kentico EMS Specialist on secondment to the College for a period of three months, to collaborate with the Project team and provide guidance on Kentico capabilities and best practice. The specialist led workshops involving critical RACGP business units to understand requirements and inform the solution design for several key project deliverables.
Over and above the solution implementation, the Revium specialist provided expertise and guidance for the following Kentico EMS features:
Composing Email Marketing communications
Email feeds and Contacts Groups
Kentico Online Marketing Macros
Kentico Web Analytics reporting
Workflow and process design for producing and maintaining distribution list segments using the Kentico Contact Groups application and custom macro rules
Publishing workflow and management for faculty newsletter issue content.
Outcome
The Revium Kentico specialist was key to the solution design and implementation of the member email communication preferences interface. They upskilled the internal teams on the relevant aspects of the Kentico EMS platform and were able to handover management to the RACGPs team at the end of the secondment.
