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.
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.
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.
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: