School Of Pharmacy Target Audience Personas

CHALLENGE

To create brand consistency across channels with the goal of improving SEO and growing reach and engagement on social media, one of the first projects I worked on as the Digital Marketing Specialist with the Duquesne University School of Pharmacy involved collaborating with senior leadership and internal teams to conduct market research and establish brand positioning, value propositions, messaging, and target demographics to develop a comprehensive marketing and communications strategy.

STRATEGY

Comprehensive market research helped determine several unique value propositions offered by the School of Pharmacy:

90+ Years Of Experience In Pharmacy Education
- Large Alumni Network
A Campus-Feel In The Heart Of The City
The Opportunity To Conduct Research Alongside Faculty
Education Rooted In The Catholic Spiritan Tradition
A Great Value
- 99% Job Placement
- High NAPLEX Scores
- $112,000 Average Starting Salary
93% Of Students Receive Some Type Of Financial Aid

BRANDING

The project helped establish branding guidelines in line with branding guidelines established by the university with some unique features to the School of Pharmacy, including a redesigned School of Pharmacy shield used on marketing materials and the white coats worn by student pharmacists.

PAID MEDIA

Finally, the branding and messaging combined to help create digital advertising traffic and lead generation pay-per-click and digital advertising campaigns.

RESULTS

The research helped guide messaging on the website and social media, I increased website traffic year-over-year at a 17.5% average from 2015 to 2018 through continuous improvement and increased followers on Instagram by 430%, Twitter by 302%, and Facebook by 60% during the same stretch through consistently post relevant content and engaging with followers.

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