The Communications department at Oregon Health & Sciences University has been working hard on a major overhaul to the school’s digital communications network, wrangling disparate systems into a unified online application — OHSU Now — that delivers to multiple platforms. Since the old systems were long entrenched and the new one is a major shift in user experience, it was important to gain a lot of exposure to the change, as well as help researchers, doctors, faculty and students migrate to it as seamlessly as possible. Serenity Studios worked with Communications staff to develop an internal marketing campaign to achieve those goals, covering video, digital and printed channels. The end result was a resounding success, exceeding the mobile app adoption goal by 48%.
The major campaign components:
A series of videos, both promoting the launch and helping with integration
A printed poster series, improving exposure and addressing major benefits
A comical, movie-themed internal video to get eyeballs on the launch