The University of Pittsburgh Medical Center (UPMC) is a leading nonprofit health system in the United States. Headquartered in Pittsburgh, Pennsylvania, UPMC develops and delivers ‘Life Changing Medicine’ by harnessing the power of technology, translating science into cures, and accelerating the pace of innovation worldwide.
The University of Pittsburgh Medical Center’s (UPMC) Center for Inclusion launched an internal Dignity & Respect project in October 2008, promoting behavioral and organizational change that champions inclusion. Excited by the initiative, many employees opted to take a pledge to demonstrate their commitment to the cause; this formally launched the Dignity and Respect (D&R) Campaign. Through offline events and networking efforts, the initiative spread into a regional campaign.
Campaign organizers wanted to create national awareness of the initiative and promote the treating of others with dignity and respect as fundamental components of daily life. Specifically, they wanted to spread awareness and education within schools, workplaces and at sporting events. In order to extend their audience so broadly, and to raise funding for their pledge and educational initiatives, UPMC’s Center for Inclusion recognized the need to develop a strong social and online marketing strategy.
In August 2011, Cosmitto was selected as UPMC’s digital marketing vendor to advise on and execute a strategy that would significantly increase awareness of the campaign, grow their pledge base and encourage their audience base to become active campaign advocates. With the lofty goal of making this a national campaign with limited resources, they understood that online marketing was the best way to disseminate their message, as long as it was done professionally and with seasoned expertise.
At the core of spreading awareness and growing the movement is content – interesting, relevant, remarkable content. This content sparks engagement, which leads to advocacy and sharing – increasing organic reach.
To fuel the movement, Cosmitto put together a strategy to enable the D&R Campaign to establish a connection with their target audience and to foster a lasting relationship.
The Dignity and Respect Campaign’s online marketing strategy includes four major components that Cosmitto executes on a day-to-day basis: