Lerner Center Final Report

Syracuse University - Fall 2020 Hill Communications

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Meet the Account Supervisor
Alyssa Feldmann

Team
Graphic Designer
Taylor Krzeminski

Account Executive
Ava Finkle Helmer
Meet the Account Associate
Marissa Dworken
Account Associate
Will Coen

Team

Account Associate Intern

Teresa Buzzoni Jahnavi Mehta

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 3 Objectives for the Lerner Center:
Executive ● Establishing the ‘Destress for Success’ campaign on college campuses
nationally

Summary
● Improving social engagement on the @healthycuse social media
accounts
● Launching the Healthy Monday Quest with the Lerner Center’s partner
app, DIEMLife

Throughout the Semester, Hill Communications:

● Established contact with other colleges and universities with a similar
program to the Lerner Center
● Implemented social media content
● Increased social impressions

Moving Forward, We Recommend:

● More consistent and diverse social media posts
● Increasing community engagement events

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 1. Establish DeStress for Success on College Campuses Nationally

Objectives DeStress for Success is a program at Syracuse University that aims to address
mental health among college students. We aimed to reach out to universities
across the country with similar campuses to Syracuse University to implement
this program at their university.

2. Grow Social Across Platforms (@healthycuse and @sulernercenter)

Hill Communications focused on increasing both the engagement and posting
consistency on all social media platforms (Instagram, Facebook, and Twitter).

3. Launch the DIEMLife Healthy Monday Quest

We aimed to facilitate a smooth launch of the Healthy Monday Quest on the
partnered app DIEMLife. This includes brainstorming and posting about the
Healthy Monday Quest to all social media platforms to encourage users to join
and stay motivated on DIEMLife.

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 Week 1 (9/28) Week 2 (10/5) Week 3 (10/12)

Timeline ▪
▪
Introduction
Overview presentation
▪
▪
Began social content calendar
Introduced DeStress for
▪
▪
Promoting Virtual 5k on socials
Expanded DeStress contact list
▪ Establish responsibilities, Success redesign
goals and expectations ▪ Email pitch and list of 65
contacts

Week 4 (10/19) Week 5 (10/26) Week 6 (11/2)

▪ Promote Move It Monday
NYC Parks
▪ Built a deck of potential
campaigns for promoting
MIM quest
▪ Brainstorm session with Lerner
Center, Hill Comm, DIEMLife
creator Tim to workshop Quest
ideas
▪ Social media analytics report
for September & October
▪ Build content calendar for
@sulernercenter socials
▪ Determined target audience for
Healthy Monday quests

Week 8 (11/16) Week 9 (11/23)

Week 7 (11/9)
▪ Reviewed partnership ▪ Social media analytics for
▪ Social media list of relevant
agreement contract & message November
outlets for MIM
script for micro influencers ▪ Worked on final report and
▪ Began client report presentation

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RESULTS
What did we achieve in alignment with our objectives?

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 Establish DeStress for Success on College
OBJECTIVE 1 Campuses Nationally

Graphic Design
DeStress Guidebook was redesigned and revised for other
universities.

Contacts
A contact list of 65+ universities & colleges who may be interested in HM
Campaign researched & created.
An email script was written to be used for reaching out to universities on
the contact list.

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 Grow Social Across Platforms @healthycuse
OBJECTIVE 2
Graphic Design
Contact calendar was created to orange & schedule posts for both social
grids and stories, including animated and interactive content.
Social posts for spreading awareness on upcoming events.

Tracking Progress
Monthly analytics reports to track growth of accounts and pinpoint areas for
improvement.
@SULernerCenter for research, affiliate briefs, and spotlights on the Lerner
team.

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 Launch DIEMLife Healthy Monday Quest
OBJECTIVE 3
Brainstorm
Hill Comm team, Lerner Center and Tim brainstorm ways to gamify the
quests.

Promotions
Virtual events held on the app are promoted on socials (@healthycuse)
Curated a list of potential outlets interesting in covering DIEMLife/Healthy
Monday to increase publicity.
Research and determined a target audience.
Email, direct message script, partnership contracted drafted in preparation of
the quest’s release.

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Budget Average Hourly Rate of Agencies in New York and
New Jersey: $152 per hour

Service Time Cost

Meeting Time 2 hours $304

Social Media 3 hours $456

Brainstorming 1 hour $152

Research .5 hour $152

General Account 3 hours $456

Maintenance

Total (weekly) 10 hours $1,520

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Recommendations

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Recommendation #1: Consistent &
diversified postings on social platforms.

▪ We found that one of the most effective ways of engaging the

audience was through social media.

▪ More consistent & diverse content = more engagement

▪ Every week, content should be posted on a wide variety of

topics, not just focusing on Healthy Monday

▪ DIEMLife and other Lerner Center initiatives should be featured

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Recommendation #2: Host Virtual Events

▪ COVID-19 has increased online events; Zoom is convenient and

accessible for hosting events

▪ Potential events: workout classes, speaker series

▪ Events can be cross-promoted on social media, increasing

engagement

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Thank you!
Any questions?

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