Minnesota's Hospitals
Tunheim - January 06, 2015
The state's hospital trade association worked with Tunheim to develop a comprehensive campaign to better position itself in the minds of healthcare consumers across Minnesota. This assignment led to the launch of the Minnesota's Hospitals brand and "Strengthening Healthy Communities" campaign in January 2015.
I act as the editorial manager and overall content lead for this multi-year, integrated marketing campaign – overseeing all content production for the website and its social channels via Facebook, Google+ and YouTube. As editorial manager I lead a team of three writers and a video production team.
In this role, I've played a critical role in setting the overall campaign content strategy, in addition to content tone, content type and digital advertising strategy. I've also helped ensure that our target audiences, primarily caregivers, mothers and women, are front and center when content is created and deployed.
Results:
Developed, deployed and currently manage a content creation and submission process across the association’s 130-plus members
Produced 36 stories, 16 videos (including 30-second ad spots) and hundreds of Facebook posts.
Delivered nearly 15.2 million impressions for display and pre-roll video ads with an average CTR of 0.18%