Challenge: In the spring of 2014 Santis was engaged to provide strategic advice and media relations expertise in support of Ivey’s whitepaper, It’s All About Me. The challenge was multi-fold. Santis was consulted to attain media coverage, raise awareness and enhance the brand of the Centre for Health Innovation, positioning the Centre as a leader in Canadian health care. Santis sought to target health leaders throughout Canada and the world, specifically reaching outside academia to promote the overall mission of the Centre, through its research quality.
Santis’ Solution: Santis’ approach was to generate earned media in traditional venues, within health care journals and magazines and to use social media to raise awareness of the paper by providing a broad forum for engagement with the Centre.
The first stage in Santis’ plan was to draft a release announcing the completion of the whitepaper; backgrounder and media Q&A’s were also drafted. Santis developed a media plan to pitch media outlets and targeted reporters to stimulate media activity. Santis conducted a media training session for the Chair of the centre in the lead up to the release to prepare for media questions.
To help support the promotion of the campaign, and to generate increased coverage, Santis provided strategic council for stakeholder engagement and awareness, drafting an outline for how to reach out to interested parties and directing their attention to the paper.
Santis guided the social media strategy for Ivey, producing tweet content and hash tags.
– Stories ran in Canadian Press and Broadcast News on the morning that the paper was distributed
– More than 14 million impressions across print and broadcast media, nationally
– Four live radio interviews
– One live television interview
– More than 140 mentions on social media; @IveyHealth; #AllAboutMe
“Santis worked alongside our team, developing insightful strategy that helped us receive national media coverage, far exceeding our expectations” – Lori Turik, Executive Director, Health Innovation – Ivey International Centre for Health Innovation