Creating a launch content marketing strategy for Alena

Working with a technology start up on their marketing strategy, messaging and delivery.

The Scenario

Alena is a Class I medical device that provides personalised cognitive behavioural therapy to people with social anxiety. 

As a start-up, they had an initial website, brand and an idea of who their audiences were through great market research and focus groups. They needed help to pull the information from the research and build messaging and a content marketing strategy to launch the product. 

The Process

Launching in early 2023, they asked me to work with them in 2022 to create:

• A suite of messaging and a clear proposition to help them communicate their product to their relevant audiences

• A new website content plan and write the content for the website and it’s landing pages

• A content marketing strategy to help them understand where to promote their app. This included:

• Social media

• Influencer marketing

• Blogging

• Email marketing

• An SEO plan

• Paid advertising through social media and search

• Regular blogs, email marketing campaigns and social media posts to build awareness of Alena and generate excitement ahead of its launch. 

• Influencer briefs around the messaging to create relevant and engaging influencer campaigns on Instagram, and management of the relationships.

• Assist with the roll-out of the new brand, including working with a developer to build the new website.

The Impact

Alena launched in February 2023 and saw success and positive feedback.. It’s now gaining traction and has added more personalised therapy modules and exercises to the app. 

The influencer marketing campaigns saw increases in awareness and engagement around the Instagram content, and the blogs started to see improvement in the organic reach for Alena. 

The email marketing campaigns saw above average conversions, with an incredibly engaged audience - due to the community nature of the start-up, the focus groups and research and continual testing and feedback process with their target audience. 

Now, coming up to a year later, the app is seeing as many people signing up to access its therapy as the NHS can accommodate in one year. It’s making therapy more accessible, personalised and manageable for people across the UK. 

What they had to say about working with me

"Emily helped our early stage startup find its footing in various marketing matters. She was instrumental in helping to ideate and create various forms of content from insightful blogs to influencer campaigns. 

It was a pleasure working with Emily and benefitting from her extensive experience. We're incredibly grateful for her contribution in helping us establish our marketing.”

Walther Doernte - Co-Founder and COO of Alena.