The discovery phase included user research involving interviews with internal stakeholders to understand their target audiences and determine their KPIs. agencyQ also performed an audit of ANA’s existing analytics, site architecture, and technical ecosystem, including Google and marketing automation tools. From the audit, agencyQ developed a robust analytics strategy that matches the requirements of each team and provides greater insight into the user journey. This will be accomplished by creating comprehensive analytics dashboards customized for each
ANA team that track their customers’ journeys and provide a more complete view of campaign performance.

To help ANA navigate the COVID-19 crisis, agencyQ developed landing pages and created tailored messaging to reach their members regarding what ANA is doing in response. Additionally, as part of ANA’s involvement with the Centers for Disease Control and Prevention’s Project Firstline, agencyQ developed a digital marketing strategy supported by multiple ANA landing pages. These efforts have entailed designing microsites, drafting site content, creating marketing collateral, and providing strategic oversight to attract and engage ANA’s members and outside audiences to learn about infection prevention and control (IPC).