SorensonImpact Institute
Audience Development Strategy
Opportunity
The Sorenson Impact Institute, housed at the University of Utah David Eccles School of Business, works to expand the market for impact and equip its next generation of leaders, forging a future where impact is seamlessly integrated across sectors worldwide. The Institute uses a thought leadership content strategy to drive awareness of the organization and its initiatives, uplift its team of impact pioneers, and grow and strengthen its network. Bark Media leads a strategic communications plan that incorporates its community of partners, backed by robust data measurement and analysis.
Outcome
We’ve achieved significant year-over-year growth of the Institute’s audience across channels using a foundation of high-quality thought leadership content produced by the Institute staff and its network of global leaders and partners. Our strategic content plan includes a contributor column on Forbes.com, high-quality e-mail gated guides, and a quarterly virtual convening series, all positioned to reach new audiences and grow subscribers. The Institute’s content-rich monthly newsletter features updates from the team and news about the field. An aligned social media strategy encourages engagement with members of the community. A solid reporting structure provides insights into the most successful elements of the strategy, enabling us to optimize for growth. Together, this strategy has helped build, engage, and nurture an audience of passionate advocates who are helping expand the market for impact.
“The Bark team is, in a word, amazing. I’ve worked with a lot of agencies in my career, and none have Bark’s combination of creativity, experience, professionalism, and ability to truly integrate with our day-to-day operations. When I work with the team at Bark, I don’t feel like I’m working with an agency, I’m working with uber-talented people who are as much a part of our team as anyone. They are incredibly responsive, produce measurable results, go out of their way to add value, and are an absolute blast to work with.”
