Campaigns
Damar Hamlin
Just a day after the New Year began, Bills Safety, Damar Hamlin, suffered cardiac arrest during the game against the Bengals and was immediately taken to UC Medical Center. During his 10-day stay with the system, our marketing department activated crisis communication protocol as the world was watching the events unfold.
With close collaboration with the Bills and the NFL, we were able to provide timely and clear updates to the public while adhering to HIPAA (patient privacy protocol). In addition, we had to be strategic in how we leveraged social media, we needed to be thoughtful in what we shared – we needed to be authentic and confident in our abilities as an internationally recognized academic health system.
In about two months, all Damar Hamlin-related content generated 33 million impressions and 2.5 million engagements. Additionally, the Rock mentioned Damar’s care team, Adam Schefter retweeted one of our tweets on top of countless other engagements from celebrities, journalists and various organizations.
Train Like the Bearcats
At UC Health, we support all UC athletics with a world-class, nationally recognized, sports medicine team. To further our relationship with UC Athletics and to communicate a key differentiator, we created a series around the UC Football team which launched in the preseason and well into the regular season.
A the region’s only adult academic health system, we wanted to further differentiate ourselves from the local community hospitals by showcasing our abilities through providing cutting-edge treatment to not only the public, but some of the best athletes in the nation.
My involvement in this was the conception of this campaign, the strategy, interviewing the players and coach, and editing of the videos.
This series produced the following results:
Each video surpassed an average Fiscal Year 23 post by at least 25% in terms of engagement.
Engagement rate for the videos were up by 30% when compared to an average FY23 post.
Interaction of the posts by UC, UC Athletics, and the players – we wanted to create a sense of community with this series.
Train Like the Bearcats
At UC Health, we support all UC athletics with a world-class, nationally recognized, sports medicine team. To further our relationship with UC Athletics and to communicate a key differentiator, we created a series around the UC Football team which launched in the preseason and well into the regular season.
A the region’s only adult academic health system, we wanted to further differentiate ourselves from the local community hospitals by showcasing our abilities through providing cutting-edge treatment to not only the public, but some of the best athletes in the nation.
My involvement in this was the conception of this campaign, the strategy, interviewing the players and coach, and editing of the videos.
This series produced the following results:
Each video surpassed an average Fiscal Year 23 post by at least 25% in terms of engagement.
Engagement rate for the videos were up by 30% when compared to an average FY23 post.
Interaction of the posts by UC, UC Athletics, and the players – we wanted to create a sense of community with this series.
UC Health: Response to COVID-19 Misinformation
Early on in my time with UC Health, COVID-19 dangerous misinformation was continuously making the rounds on social media. As a leader in the Great Cincinnati region, it was our duty to set the record straight and to protect our community through a series of content aimed to clarify the questions and concerns around the severity of COVID and vaccine information.
This campaign produced the following results:
218,994 engagements.
1,930,750 users reached.
21,799% increase in engagements when compared to an average FY21 post.
19,207% increase in users reached when compared to an average FY21 post.
481% increase in engagements when compared to an average FY22 post.
620% increase in users reached when compared to an average FY22 post.
1,408% increase in engagements when compared to an average FY22 post.
1,637% increase in users reached when compared to an average FY22 post.
Burnside Law: Thumbs Up For Frontline Heroes
Implemented a campaign in response to COVID-19 where we highlighted local healthcare workers (along with pictures they submitted) in the tri-state to help give them the recognition they deserve while growing our brand awareness.
This campaign resulted in the following:
• 150% increase in page follows and likes
• Page engagement increased by 58%
• 66% increase in page views