Industry:
Health/Medical; Education
Services:
Social Media Strategy; Social Media Coaching
Background
The Hoekelman Center is a community pediatrics training program at Golisano Children’s Hospital at the University of Rochester Medical Center. The core of their work is teaching, sharing, and doing evidence-based public health projects focused on prevention.
With a complex mission, multiple audiences, and many key messages to get out to the public, the Hoekelman Center had their work cut out for them. They sought to launch a social media presence that could spread the word about the work they’re doing in the greater Rochester community while also strengthening their brand and clarifying their message.
The Challenge
While the Hoekelman Center is an award-winning educational program and does outstanding work, they have little name recognition or brand awareness. They aimed to increase brand awareness by sharing their work in a clear, accessible way through engaging social media content. Given their limited resources and social media knowledge, they needed guidance from an expert to help them figure out their direction, how to get started, and what their content could actually look like.
The Solution
To support the Hoekelman Center in their journey to launching a social media presence, I crafted a detailed social media strategy that included:
Benchmarking against peers in the industry to see what types of content were performing best and what opportunities we could capitalize on.
Clear descriptions of their primary, secondary, and tertiary audiences.
Key messages to share through their social content.
Guidance on their brand voice and tone, goals and metrics to track, best practices, Instagram SEO, engagement strategy, and more.
Content ideas and creative recommendations for collab posts, crafting educational carousels, incorporating humor and personality, and more.
After the strategy was complete, the Hoekelman Center team got to work on creating their first few social posts and setting up their Instagram account. I continued to support the team through ongoing social media coaching, answering questions, offering feedback on post drafts, brainstorming Instagram bios, sharing graphic design tips and resources, etc.
The Work
Here are a few slides from the social media strategy I developed for the Hoekelman Center.
What We Achieved
Refined target audience so the organization could gain clarity on who their social content is made for.
Honed key messages, distilling complex copy down to the core of what matters to their target audience.
Provided framework and examples for sharing the story of their different types of work, from training medical residents to community health projects and other partnerships.
Created a comprehensive strategy deck that the team can refer back to in the future as they build and grow their social media presence.
Built a strong foundation for all future social media marketing efforts, including helpful resources like a content planning spreadsheet and analytics tracking spreadsheet.
