Dobies Helps Launch Online Advertising Campaign for Children's Hospital Web Site

KANSAS CITY, Mo. (February 2009) -- Dobies Healthcare Group recently helped launch an online advertising campaign to raise awareness of iGive4Kids.com, a new donation Web site for Le Bonheur Children's Medical Center in Memphis, Tenn.  Using Google AdWords, Dobies helped drive Internet users to the Web site to purchase valentines for children hospitalized at Le Bonheur during Valentine's Day. 

"The campaign has been a tremendous success," says Darrin Widick, director of interactive marketing and public relations at Dobies.  "During the campaign we generated 4.6 million impressions on sites that include Google, the Google Search Network and the Google Content Network. Combined with a related offline effort, we effectively utilized the Valentine's Day theme to introduce the site's concept to the Memphis DMA."

According to Widick, AdWords is an ideal tool for a campaign like the iGive4Kids Valentine's Day promotion.

"When no organic traffic exists, AdWords allows a new site to gain an immediate presence in the increasingly important search engine space," he says.  "Additionally, combined with Google Analytics and other tools, we can rapidly and repeatedly adjust the online portion of the campaign to take advantage of opportunities as they are presented."

With the successful Valentine's Day campaign concluded, Dobies and Le Bonheur will look at ways to utilize AdWords throughout the year to further build awareness of iGive4Kids.com.

About iGive4Kids.com

iGive4Kids.com is set up similarly to a bridal or baby gift registry.  It features a number of items that are needed at Le Bonheur Children's Medical Center, ranging from books and toys to cribs and medical equipment. Visitors to the Web site simply select the specific items they want to donate and submit their payment information. Le Bonheur staff then uses the donated funds to purchase the exact items selected through iGive4Kids.com.  As part of a special Valentine's Day promotion, donors could purchase valentines for children who were spending the holiday hospitalized at Le Bonheur.  On Feb. 12-15, the valentines were hand-delivered to every child at Le Bonheur.