Best of CASE District II Award
 

Institution: Georgetown University

Title of entry: Dr. Anthony Fauci To Join Georgetown Faculty

About this entry: We worked to break the news on Dr. Anthony Fauci joining Georgetown as Distinguished University Professor. We developed a story about Dr. Fauci, his ties to Georgetown and his vision for the next chapter in his prominent career. We wanted to be able to tell a heart felt story in a multifaceted way. Dr. Fauci was married at Georgetown and we would return to Dahlgren Chapel for the first time with his wife, Dr. Christine Grady, for a walk down memory lane. This sit down interview provided rich storytelling opportunities to develop an integrated Communications plan that included producing a video, generating a news story, producing social media assets and providing exclusive coverage to news sources. This plan came together rather quickly - having to plan each element within 72 hours and coordinating with Dr. Fauci's communications team under complete confidentiality. The hard work paid off as this became the top performing story of the year for us. With over 730,000 video impressions/views across our social platforms (497,500 on Twitter / 126,000 on Instagram) it stands as our best performing video. The news story on Georgetown.edu brought in 56,116 views (on average our median views are 1,269). This story was picked up by numerous media sources including the Washington Post. This coordinated effort to produce this story in a compelling, timely and robust way proved to be very successful for Dr. Fauci, Georgetown and our team.