The document outlines a social media campaign called #InspiResearch at The Ohio State University College of Medicine. The goal is to showcase the world-class research being done at Ohio State through visual content shared on social media platforms like Twitter, Instagram and Facebook. The campaign will call for faculty, students and staff to submit photos from their research projects to be featured. It provides details on target audiences, key messages, timeline, tactics and metrics for measuring the success of the campaign.

1. Inspiring Research at The Ohio State University
#InspiResearch
The Ohio State University College of Medicine
Research Image Social Medial Campaign – 2015
Executive summary
Social media continues to be an important part of how the College of
Medicine (COM) communicates with internal and external audiences.
Finding engaging content and stories regarding the research activities
helps to educate followers about the world-class research going on at
Ohio State.
Goals and Objectives
The goal of this campaign is to showcase COM as a top-tier academic
medical center, especially in the way of research. Additionally we seek
to highlight the Ohio State University Wexner Medical Center
(OSUWMC) as a work-place of choice by recognizing the achievements
of our research students, faculty and staff.
Inspire people to consider Ohio State’s COM as a preferred place to
work, study, research, etc.
Strategy
Social media will be used by sharing research expertise at the COM
visually. The timing, duration and amount of posts would depend on
the amount of submissions we received. Social media sites targeted for
the campaign are Twitter, Instagram and Facebook.
Target audience

2. Primary audience: Internally: OSUWMC/COM/OSU faculty, staff, students
who are followers of COM social media sites.
Externally: Influencers and other followers on COM social media sites.
Secondary audience: OSUWMC/COM/OSU faculty, staff, students aware
of the social media campaign who would be interested in submitting
images.
Key messages:
This campaign will show the COM and the OSUWMC as a work-place of
choice and recognize the achievements of our students, faculty and
staff.
The Ohio State University College of Medicine (COM) knows that their
faculty, staff, students and researchers are doing great things, especially
in the way of research. This will campaign highlight the caliber and
quality of biomedical research at Ohio State.
Core messages
The Ohio State University College of Medicine is:
• Innovative
• Engaging
• Inspiring
• Supportive of Research
Proof points
• The COM sees a lot of genuine interaction with students and the
public in general on Twitter, making it the most logical place to
hold this social media exhibition
• Photo contest provides a unique way to showcase research

3. Timeline
Topic Date Description Who’s re
Guidelines 12/05 Write guidelines for showcase Rosie
Editorial
Calendar
12/20 Create call-to-action tweet calendar calling for
images: at least 1 tweet per day
Rosie and
Draft email
content
1/12 *Draft call for Research images—biomedical
research** OSU Today, Faculty Matters, Research
Update, College of Nursing (100 words or less)
Rosie
Approval 1/15 Make sure all aspects of contest are approved/follow
COM rules
Wendy
Web Portal 1/15 Make sure web portal where collections will take
place, works
Rosie and
Email Blast 1/19 Send email blasts and update web portal Rosie
Begin tweeting 1/19 Begin call-to-action tweeting reminding COM
audiences of showcase & need for submissions
Rosie and
Begin collecting 1/19 Begin collecting photos All
Editorial
Calendar
1/20 Begin creation of editorial calendar using collected
images
Rosie and
Launch 2/1-2/28 Share photos via Twitter and Instagram Rosie and
Collect feedback 3/1 Send survey requesting feedback from campaign All
Tactics:
Call for images:
• Personal email to CCTS, CCE, DHLRI, Research Centers
• Write a blurb for OSU Today, OneSource, Faculty Matters, Research
Update
• Create “ad” for digital screens in BRT, DHLRI, etc.
• Email Blast RU list

4. • Print kiosk posters and develop header for OneSource
• Create flyers
• Create campaign web page
Once campaign is launched:
• More kiosk posters
• Blurb for OSU Today, OneSource, Faculty Matters, Research Update
• Develop/Keep header for OneSource
• Flyers
• Digital screens in BRT, DHLRI, etc.
Internal: Researchers, Students, Faculty
Students: Utilize social media (regular posting, ask other colleges to
share flyer or graphic), send them email blast and put information into
the newsletter
Researchers: Try to obtain list of emails and send them a blast, request
that info be put in other newsletters (CCTS, Office of Research, Wexner
Med Center, etc)
Faculty: Send email blast, put info in newsletters
External: Potential students, staff, etc.
Show them via social media that we value the work of our students and
researchers by showcasing their images in an artful and unique way.
What are we asking them to do: Submit images from research done at
Ohio State. Can be images, graphics, drawings, anything visual. Your
image must be sent in the form of .pdf, .jpg or .png via web portal by
XXXXX date. By sending us your image you are agreeing for this to be
shared on social media. This campaign gives you a chance to share your
research in a unique way. Additionally we request a short bio and

5. Twitter handle* to accompany the photo.
The point of this campaign is to showcase your research in a uniquely
beautiful way. This will show the College of Medicine’s 2,000 + Twitter
followers, 1,300 + Facebook followers and 200+ Instagram followers
what is being done in this top-tier Medical Center. Also how our
researchers are valued thus translating that this is a work place of
choice because we recognize your research achievements.
Once we have received images and set a date for the beginning of the
campaign, we would have to decide, based on how many images we
got, how often and when to post images. Ideally we could post at least
once a day for at least one month. To accompany the photo we could
include a researcher bio to make it more personal and showcase not
just the research but the researcher as well.
At the end, send out a survey to see if people liked the campaign.
*Non-compulsory—only if they have one: allows recognition to be
shareable
Example Tweets:
Researchers, you inspire us. Send us photos from your studies so we
can share them & #InspiResearch at @OhioState. Info here:
XXXXXXXXXX
Calling all #OSUMC researchers, send us images from your research and
be featured online! More info can be found here: [insert link]
(Tweets for other colleges) Doing research? @OhioStateMed wants to
feature you & #InspiResearch all over campus. More info here:
xxxxxxxxxx
Conducting research can be tough. Let us show off your work &
#InspiResearch throughout #OSUCOM. Submit photos here: xxxxxxxxx

6. If you’re looking for a chance for your research to be seen in a unique
way, here’s your chance: xxxxxxxxxxx #InspiResearch
***
More example tweets once a name/hashtag has been brainstormed for
this campaign.
ROI:
Measuring Klout score in the beginning and end of campaign
Gaining more followers, engaging current followers—This can be
measured using Twitter’s analytics tool
Clipping tweets and archiving them so we can see what kind of tweets
garner the most engagement
Utilizing Instagram for more user-generated content
Directing viewers to more than just social media pages but generating
more traffic for actual research and OSU webpages.
Tracking the link that is tweeted out to see how many unique clicks it
gets.