The Opportunity: Degrees of Health campaign
The University of South Carolina is one of the Southeast’s best and most comprehensive universities for the health sciences. With more than 14,000 students enrolled in over 100 degree programs, the health sciences were a natural fit to be recognized as the university’s first arena of distinction by the Office of the Provost. The Degrees of Health campaign was our opportunity to share our leadership in the health sciences with a wider audience, particularly within our state and region. These areas of study are critical to the future health and success of our communities, state, nation and world.
A series of 15-second spots informed viewers about our impact in sports science, biomedical engineering, exercise science, social work, nursing and medicine.
Our degrees of health story series highlighted the many ways the university impacts public health, from pharmacy students working with the state's Poison Control Center to tackling global health issues in developing countries.
This website is a landing spot for anyone interested in finding out more about our health sciences offerings and impact after viewing one of our ads or videos. Thousands of visitors have visited the site.
To meet our goal of increasing awareness of our outstanding health sciences offerings, we delivered key messages to our audiences with complete saturation over a condensed period of time.
We focused on high-frequency, statewide television, digital and social media outlets to carry out our strategy. The campaign’s online story series and social media push lasted 10 weeks, and television spots ran for three of those weeks. Our team collaborated with Chernoff Newman on this project.
Research showed that our audiences were somewhat aware of the University of South Carolina’s high-quality health sciences programs. We believed that this initial impression meant our audiences would be ready to hear more in-depth stories about the programs themselves, so we developed a series of personal stories showing how our leading health sciences programs impact individual lives and South Carolina as a whole.
- 470,000 impressions on Twitter
- 18,521 degreesofhealth.com sessions
- Three weeks of broadcast airtime during highly visible March Madness 2017