Challenge

The University Health Network Foundation has been publishing a print magazine for the past six years to showcase the Peter Munk Cardiac Centre’s accomplishments and build awareness of the Centre. To respond to a digital shift in the fundraising and the media landscape, and to celebrate the 25th anniversary of the Peter Munk Cardiac Centre, UHN Foundation wanted to shift to a more measurable means of distributing the content.

solution

Twenty Two Media designed and built a site that focuses on bringing to life the Peter Munk Cardiac Centre’s work and the importance of philanthropy in cardiovascular care excellence. Since its launch, the hub has served as a better and more efficient means of bringing the program and funding priorities to light in a visual and engaging way.

Keeping with the Peter Munk Cardiac Centre’s “Do whatever it takes” motto, the hub focuses on the main priorities of the Peter Munk Cardiac Centre: Innovation, Talent & Education and Patient Success.

Process

Taking a strategy-driven approach to design, storytelling, website development and project management, Twenty Two Media designed a bold, eye-catching and sophisticated hub. We hired the best scientific writers to create compelling stories synonymous with the Peter Munk Cardiac Centre and UHN. A variety of content and story treatments (Q&A, narrative, photo essay, video, interactive elements) were used to create a robust and rich user experience.

Media Strategy

To drive traffic to the newly built hub, we also launched and managed a six-week paid ad campaign focused on keyword searches, display and video ads. Twenty Two Media created ad units for each story to run digitally across Google Display and AdWords to help drive traffic to the individual articles on the site. In addition, five clips were created for all of the long-form video content on the site to run across social and YouTube and help drive traffic and views.

Results

For the first time, UHN Foundation will have access to tangible insights on how many people are viewing their content, what content they are engaging in and sources of traffic — where people are navigating from to access their site. With the installation of Google Analytics and regular reporting during the paid media campaign, we will be measuring:
Unique visits
Time spent
Bounce rate
Impressions