My Story Microsite

December 1, 2015 varhodes
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digital media, marketing, projects, public relations, storytelling, video

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For a campus of physicians and scientists, persuasion means data, graphs and logic. But that approach leaves donors, legislators and community members cold. So, EVMS sought a compelling, emotional connection with its external audiences. An emphasis on storytelling — letting patients speak in their own voices through the development of the My Story microsite — has proved a winning strategy.

 


Initiated in FY13, the core of this project is a series of video packages (generally 2 minutes or less) that allow EVMS patients, students and donors to share their experiences.

These emotionally powerful videos offer the opportunity to forge a strong connection with viewers and are particularly powerful because our doctors do not speak during the package. Each is a compelling, entirely third-party endorsement. In addition to being featured on the microsite, these videos can be used to support departmental web content and donor communications or solicitations. Video content can be supplemented by text-based and audio podcast patient stories. The microsite also provides an option for viewers to submit their own comments, content and stories.

Traffic to the microsite and videos is driven through our brand advertising (with inclusion of the microsite URL), through our social media channels (Facebook, Twitter, etc.), campus digital signage, and existing electronic and print media (eNews, EVMS Magazine, etc.).


The My Story microsite was selected as a finalist for the PR News Digital Marketing Awards in the Digital Marketing Campaign category. Other finalists included Major League Baseball, The Clorox Company, Double Tree by Hilton, Century 21 Real Estate and others. The My Story microsite also won a 2013 PRSA Hampton Roads Pinnacle Award in the AV/Interactive category and was awarded an Honorable Mention in the 2014 AAMC Group on Institutional Advancement Awards of Excellence.

Additionally, advertising components of this integrated campaign won awards in the 2013 30th Annual Healthcare Advertising Awards (sponsored by the Healthcare Marketing Report) competing with nearly 4,000 entries (247 received gold awards, 241 received silver, and 235 received bronze awards) and judged by a national panel. Our winning entries included Outdoor (Gold), My Story TV (Silver), My Story Radio (Silver), and Total Ad Campaign with TV (Merit).