Case Study: TMW Center for Early Learning + Public Health
Sector: University Research Institution
Project: Social Media Management
The TMW Center for Early Learning + Public Health partnered with Sarah Best Strategy for our expertise in social media marketing for universities. In our three year collaboration, we’ve seen significant growth in audience and engagement, with a total net audience growth of more than 3,500% and a post-link clicks increase of 410%.
The Challenge
The TMW Center for Early Learning + Public Health is an interdisciplinary research institute at the University of Chicago that advances the scientifically-proven impact that parents and caregivers have on children’s foundational brain development. By designing programs, conducting research, engaging partners, and providing education and advocacy, the TMW Center is working across systems and communities to support parents and bring best practices and interventions that work to scale.
Sarah Best Strategy has had the pleasure of partnering with the TMW Center since 2019, when they approached us to provide social media management for their institutional Twitter and Facebook accounts. Four months later, we expanded our partnership to include their parent-facing TMW Center 3Ts Facebook account.
With such a wide range of projects and audiences, SBS aimed to identify, refine, and unify the overall voice of the TMW Center across channels. Primary goals for our collaboration included:
Sarah Best Strategy has had the pleasure of partnering with the TMW Center since 2019, when they approached us to provide social media management for their institutional Twitter and Facebook accounts. Four months later, we expanded our partnership to include their parent-facing TMW Center 3Ts Facebook account.
With such a wide range of projects and audiences, SBS aimed to identify, refine, and unify the overall voice of the TMW Center across channels. Primary goals for our collaboration included:
- Increasing the consistency, quality, and frequency of their social media content;
- Growing their audiences across channels;
- Supporting their goal of increasing collaborations with other organizations, researchers, policy makers and early childhood advocates.
The Idea
From research published in scientific journals to short videos of parent-child interactions, the TMW Center produces excellent content. Our social media management services provided the FEEL THINK DO framework to organize and balance that wide range of content. Using this framework, we have focused on creating content that supports three essential steps: increasing awareness, encouraging consideration, and fostering action.
FEEL
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THINK
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DO
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These examples also illustrate how SBS has strived to engage different audiences across accounts. We use the same color schemes, image styles, and fonts across channels, and key concepts and word choices—such as #3Ts or “rich talk and interaction”—pervade the social media posts. But the tone of the 3Ts account on Facebook is designed to engage busy parents and caregivers with a warm “we’re all in this together” tone. The TMW Center posts are designed to engage researchers, organizations and policymakers using a more fact-based, analytical tone.
In addition, we increased the frequency of tagging new and existing partners and advocacy organizations to not only increase their audience but also to establish the TMW Center as a key source of knowledge on early brain development and caregiver impact.
In addition, we increased the frequency of tagging new and existing partners and advocacy organizations to not only increase their audience but also to establish the TMW Center as a key source of knowledge on early brain development and caregiver impact.
The Results
Over the past three years, our collaboration has significantly strengthened the TMW Center’s social media presence. Across their three social media accounts (2 Facebook and 1 Twitter), we’ve seen:
In addition, by taking some of the social media planning and implementation off the TMW team’s plate, they are able to focus on what they do best: strengthening parental skills and young children’s development.
- A 1000% increase in impressions (a measure of awareness)
- Engagement growth of 889% and post link clicks rising by 410%
- A total net audience growth of 3,527%
In addition, by taking some of the social media planning and implementation off the TMW team’s plate, they are able to focus on what they do best: strengthening parental skills and young children’s development.
