Dartmouth Geisel School of Medicine  //  32 Hours

// PROJECT OVERVIEW

Dartmouth College’s Geisel School Of Medicine is the nations 4th oldest medical school. However, due to its rural location, for most of its history, aspiring physicians were required to finish their medical schooling in larger metro areas like Boston and New York. Although the school transitioned to a full, 4-year program in the 1970’s, many problems related to this history lingered – brand awareness/perception, alumni engagement, diversity, fundraising, and national rankings being most notable. “32 Hours” was hallmarked by its aggressive content marketing strategy geared towards addressing the problems noted above.  New digital and traditional communication tools were developed, with a massive library of new video content at its foundation.  To optimize the reach of these tools, content syndication and targeted social media advertising were utilized. The innovative 32 Hours campaign won four (4) Gold-level 2015 CASE Excellence Awards, including one for Best Practices In Marketing Communications.   The “32 Hours Storytelling Initiative” was also nominated for a CASE Platinum award for best Marketing Communications across all categories.

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// THE WORK

// OUTCOMES

KEY PERFORMANCE INDICATORS
  • We’re #1 – Geisel rapidly became the fasted growing online community of the top 40 medical schools in the nation!
  • It’s Love – Content engagements rates were consistently above 20% (peer group average = 4-5%); even Facebook was curious how we were doing it.
  • Stay Awhile – With a visit duration averaging 4:12 per session, “32 Hours” users exceeded our most optimistic goal (3:00) and spent approximately 2.1X more time learning about Geisel than any other Dartmouth program.
APPLICATIONS
  • It’s A Party – “32 Hours” has led to a 27% increase in applications year-over-year (more than 4x the national average).
  • Chipping In – More applications means more revenue, approximately $125,000 in additional profit per year!
  • New Friends – Great interest in Geisel has also led to increased in student profile and diversity, critical components of the school’s enrollment management strategy.
ALUMNI ENGAGEMENT
  • Leading The Way – Awareness extended to alumni, leading to a 17% year-over-year increase in annual fund gifts – ~$200,000 ~ the best of all Dartmouth alumni groups.
  • Welcome Home – The financial impact has been enormous, but overall alumni engagement is at an all-time high (a valuable component for school rankings).
AWARDS & RECOGNITIONS
  • Gold Standard – CASE honored “32 Hours” with Gold award for Best Practices in Marketing and Communications for 2015 (as well as being one of just seven (7) nominees for the Platinum award)
  • Climbing The Ladder – Geisel’s national ranking improve 4-spots to #34 overall, thanks in large part to its primary care rank jumping 13-spots to #18 overall.

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// 32 HOURS

The innovative "32 Hours" campaign won four (4) Gold-level 2015 CASE Excellence Awards, including one for Best Practices In Marketing Communications.   The “32 Hours Storytelling Initiative” was also nominated for a CASE Platinum award for best Marketing Communications across all categories. "32 Hours" is hallmarked by its aggressive content marketing strategy.  New digital and traditional communication tools were developed, with a massive library of new video content at its foundation.  To optimize the reach of these tools, content syndication and targeted social media advertising were utilized.

// THE WORK

// OUTCOMES

KEY PERFORMANCE INDICATORS
  • We're #1 - Geisel rapidly became the fasted growing online community of the top 40 medical schools in the nation!
  • It's Love - Content engagements rates were consistently above 20% (peer group average = 4-5%); even Facebook was curious how we were doing it.
  • Stay Awhile - With a visit duration averaging 4:12 per session, "32 Hours" users exceeded our most optimistic goal (3:00) and spent approximately 2.1X more time learning about Geisel than any other Dartmouth program.
APPLICATIONS
  • It's A Party - "32 Hours" has led to a 27% increase in applications year-over-year (more than 4x the national average).
  • Chipping In - More applications means more revenue, approximately $125,000 in additional profit per year!
  • New Friends - Great interest in Geisel has also led to increased in student profile and diversity, critical components of the school's enrollment management strategy.
ALUMNI ENGAGEMENT
  • Leading The Way - Awareness extended to alumni, leading to a 17% year-over-year increase in annual fund gifts - ~$200,000 ~ the best of all Dartmouth alumni groups.
  • Welcome Home - The financial impact has been enormous, but overall alumni engagement is at an all-time high (a valuable component for school rankings).
AWARDS & RECOGNITIONS
  • Gold Standard - CASE honored "32 Hours" with Gold award for Best Practices in Marketing and Communications for 2015 (as well as being one of just seven (7) nominees for the Platinum award)
  • Climbing The Ladder - Geisel's national ranking improve 4-spots to #34 overall, thanks in large part to its primary care rank jumping 13-spots to #18 overall.
CONTACT US!