First Aid Kits
After conducting a thorough market analysis and investigating search trends and ecommerce data, Bonfire were able to understand how consumers were searching. Bonfire recognised defibrillators (defibs) were just as important in saving lives as first aid kits. Bonfire developed a series of awareness campaigns on Facebook and Instagram to educate users on how a defib and first aid kit can save lives as well as promotional campaigns to drive sales for first aid kits and defibs.
First Aid Training
St John WA offer several accredited and non-accredited courses to teach people first aid and how to respond in an emergency. Using consumer behaviour data, Bonfire developed a series of Google Ad campaigns. By segmenting audiences, Bonfire were able to promote the right first aid course that met the needs of the consumer. Bonfire also developed a digital strategy that focused on educating parents on the importance of learning first aid to help their children in an emergency. Given the increases in video consumption in 2021, St John’s “Tiny Tots” video was promoted to new parents. To ensure this was a sustainable and cost effective strategy, Bonfire optimised page content to further increase this awareness, leading to an increase in organic traffic.
First Responder App
The St John First Responder app allows qualified first aiders in Western Australia to sign up and become a registered first responder. If a nearby emergency occurs, users will be notified and given the opportunity to assist until the ambulance arrives. Bonfire created segmented pay-per-click (PPC) campaigns across iOS and Android devices that promoted the app.
Urgent Care Centres
To relieve pressure on overburdened hospital ED’s it was important that the community was aware of St John’s urgent care centres. After conducting thorough research and analysis, Bonfire identified that people in certain locations were searching for local medical assistance but weren’t aware of St John’s Urgent Care centres as a service. In attempt to get these people using St John’s Urgent Care Centres, Bonfire formulated an on-page content strategy which encouraged people to attend their local Urgent Care Centre. Bonfire also created Google My Business listings for each Urgent Care Centre as well Google Search Ad and Google Display campaigns which promoted users’ local centre