Social Media Strategy for The University of Rhode Island

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Challenge

Dr. Tom Mather, a renowned tick researcher at University of Rhode Island, wanted an intense, short-term campaign, leveraging social media to gain exposure for an existing website. Additionally, he wanted to boost engagement on his social media channels to increase the efficiency of marketing efforts.

Solution

ICM collaborated with two additional marketing consultants to launch an online public health campaign. We leveraged social media and blogger relationships to dramatically increase traffic to the client’s website, expand social media engagement across multiple channels, and heighten “brand” awareness of his work.

Results

+ Directed Ticknado spoof video, which won Best Viral Video in the 2013 Strategic Video Awards.

+ Increased client’s web traffic by 234%.

+ Boosted Pinterest visits by 624%.

+ Bumped up Facebook visits by 190%.

+ Grew Twitter visits by 103%.

+ Placed 9 guest posts on targeted blogs, which were collectively shared 3,428 times on social media.

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