Case Study: Sharing complex biological research across different mediums.

Project Overview

The UCI School of Biological Sciences is a top Research 1 university (R1). R1 universities are at the forefront of research and innovation. The annual dean's report, is their most important communication piece of the year. This report highlights significant research and achievements under the theme "MIND | BODY | WORLD," aiming to translate complex biological research into accessible content for a broad audience.

Challenges

  • Complex Scientific Content: Making intricate research understandable and engaging for non-specialists.
  • Audience Reach: Expanding the reach of the report to increase awareness and appreciation of basic science.
  • Engagement Across Mediums: Utilizing various content formats to engage different segments of the audience effectively.
Promotional item for 2023 Dean's Report

Objectives

  • Present complex scientific research in a relatable and engaging manner.
  • Increase readership and reach of the Dean’s Report.
  • Enhance the school's digital presence through strategic content marketing.

Strategy and Execution

Content Strategy

  • Integrated videos, images, and infographics to break down complex research into micro-learning opportunities.
  • Employed storytelling techniques to convey the significance of the research in a compelling way.

Marketing Tactics

  • Used a combination of email marketing, SEO, social media marketing, and landing pages to promote the report.
  • Created an embedded version of the report on ISSUU to reach a wider audience.
  • Direct mail to key donors, alumni and academics in other universities.

Strategic Distribution

  • Coordinated with communications team and key faculty featured ensure the content accurately reflected the school’s voice and mission.
  • Utilized targeted email campaigns and social media posts to drive traffic to the report by aligning calendar schedule to important campaign months (ie: Alzheimer's awareness month).

Results

  • Increased Readership: The Dean’s Reports have reached a combined almost 700,000 reads on ISSUU and the embedded version over the last five consecutive years.
  • Enhanced Engagement: The use of diverse content formats, such as videos and infographics, significantly improved audience engagement and understanding of the research.
  • Positive Feedback: Received positive reviews from readers, highlighting the report’s clarity, accessibility, and the engaging presentation of complex topics.

Conclusion

The annual Dean’s Report for the UCI School of Biological Sciences successfully communicated complex scientific research to a broad audience. Through strategic content diversification and digital-first marketing, the report increased readership and engagement, reinforcing the school's commitment to making scientific research accessible and compelling.