Content Marketing
Patient Testimonials
Rush University System for Health values maintaining purposeful relationships with previous patients, therefore on their website they highlight “Rush Stories.” These are testimonials about positive patient experiences.
During my internship, I was given the opportunity to create my own Rush Stories. The process consists of communicating with patients, asking meaningful questions, and curating stories that emphasize Rush's mission.
The Kriers' Story: In an effort to promote a philanthropic event, I interviewed a family about their experience in the Neonatal Intensive Care Unit with their twins. Years later, they remain connected to the hospital’s community by volunteering on the Rush Copley Foundation committee. The Foundation committee works to create fundraisers for the Rush system.
Nance's Story: To promote the expertise of a specific surgeon, I interviewed a woman about the process of how she chose Rush Copley for her care. As a retired post surgical nurse, Nance knew that she wanted an experienced doctor for surgery, and found Dr. Squire, who was a great fit.
These stories help to provide not only credibility in a competitive healthcare setting, but also proof of compassion in an industry where marketing is held to a higher ethical standard.
Caption Writing
The Elkay Instagram account had good photography and visual content, however, they were lacking in engaging copy. This caused inconsistent posts on their account.
My objective was to develop captions that maintained the brand's educational messaging strategy and promoted existing products.
I worked to create a social media strategy by making a week to week content calendar with existing infographics and photos to lay out what needs to be posted. In doing this, it helped me to develop captions with informative information and calls to action that align with the visual content. In the copy, I emphasized the technical aspects of the Elkays’ products and how it connects to the overall brand messaging of bringing safer drinking water to families.
With the combination of the calendar and development of copy, I was able to expand the content library in order for the business to use their Instagram account.
Mock Blog Post
For this assignment, my objective was to write a blog post that remained engaging without directly promoting a company’s products or services. The content needed to be compelling and focused on the target audience of the company of our choice.
I chose Serena & Lily for my company and worked to align the topic of hosting with the brand’s aesthetic and identity. The company’s signature coastal-inspired aesthetic and lifestyle branding was a perfect match for holiday hosting tips. I was able to naturally incorporate elements that aligned with their home decor style without explicitly promoting specific products.
The final piece successfully reflected the brand’s identity while delivering practical, engaging content for readers. It demonstrated my ability to balance brand alignment with value-driven storytelling, a key skill in content marketing.