The Big Wait

Genre: Documentary Film
Broadcaster: OMNI Television

The doctor shortage is getting critical and one town is desperately trying to recruit physicians. At the same time, three internationally trained doctors are trying to get licensed to practice medicine in their new country.

This is the potent story documented in The Big Wait, a new 1-hour documentary film produced by Joanne Jackson for Brilliant Red Media and OMNI Television.

GreenHAT Digital worked with producer and filmmaker, Joanne Jackson, to develop a Website and search engine strategy prior to the broadcast launch of The Big Wait on OMNI Television in April 2010.

Highlights:

• Built a customized WordPress Website that allowed for easy updating and supported a basic Internet marketing strategy, which included blogging, in-bound links, and search engine optimization. The idea was to keep the process as simple as possible so that the filmmaker could manage regular content updates.
• Emphasis was placed on posting local news content that supported the issues raised by the documentary.  It was important that the site became a credible source of information on the doctor shortage in Canada as educational and government sales were a key component of the distribution strategy.
• The Website as well as individual Weblog posts were optimized to support searches related to the key issues raised by the documentary.
• Built and optimized a YouTube channel, which featured interviews with the three doctors profiled. Additional curated videos were added to the YouTube channel, providing additional content and pushing views in a narrow subject area.
• Built an online press kit to support the broadcast launch. Set-up a del.icio.us page to track and share online media coverage.
• Set-up a listening strategy and trained producer in blogging “best practices”.

Results:

• Producer has been able to stick to a regular blogging schedule.
• Site is ranked on first page of Google SERPs for the keyword phrase “doctor shortage canada”.
• Steady build in traffic to the site since launch; time on site trending above industry average.

Go to The Big Wait Website »

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