#SpotlightSeries

CHALLENGE

Duquesne University School of Pharmacy senior leadership asked me to develop a weekly content campaign highlighting accomplishments of student pharmacists, graduate students, alumni, and faculty coinciding with the launch of a School of Pharmacy LinkedIn page and a new marketing initiative to showcase the many opportunities in pharmacy and the pharmaceutical sciences available to Pharm.D. graduates. The posts featured quotes from the student pharmacist, graduate student, alumni, or faculty member and included a link to a full-length post or a webpage relevant to the subject.

STRATEGY

Working with the Assistant Dean for Student Services, Associate Dean for Graduate and Research Programs, and the Director of the Pharmacy Alumni Association, I identified spotlight subjects, gathered content, and drove traffic organically through owned social media channels. The posts showcased a diverse group of subjects with interesting backgrounds, accomplishments, and aspirations, created a new content stream for existing channels, and helped build a backlog of content for the newly launched LinkedIn page.

POSTS

WRITTEN ARTICLES

I wrote full-length articles when timely and relevant. Read some of the full length articles here:

RESULTS

The #SpotlightSeries, in part, helped the School of Pharmacy gain 1,200+ followers on LinkedIn in only 10 months, and inadvertently created the opportunity to leverage quotes in different traditional and digital marketing materials, like brochures and flyers and on the website. Additionally, the recruitment and admissions team highlighted specific #SpotlightSeries posts when communicating with prospective students and family members interested in a particular area of pharmacy and at recruitment events like open houses, Admitted Students Day, campus tours and more.