CASE STUDY / Woods Hole Oceanographic
DEEP SCIENCE. WIDER IMPACT.
Helping ocean science reach more people through connected digital marketing.
Email. Social. Paid search. Website. HubSpot.
A coordinated approach for Woods Hole Oceanographic Institution.
The Client
DISCOVERY.
WITH PURPOSE.
Understanding the ocean. Advancing knowledge for everyone.
Woods Hole Oceanographic Institution (WHOI) is an independent nonprofit dedicated to ocean research, exploration, and education. Its scientists and engineers study how the ocean shapes our planet and our lives, developing knowledge and technology to help address the challenges facing society.
INDUSTRY
Ocean science + education
FOCUS
Awareness + engagement
THE CHALLENGE
A GLOBAL MISSION.
A DIGITAL GAP.
01
Build awareness.
Bring WHOI’s mission to more people.
02
Nurture interest.
Develop a more consistent approach to following up with the audience.
03
Connect the work.
Bring marketing channels and systems into closer alignment.
THE DIGITAL EXPERIENCE
OCEAN SCIENCE.
MADE CLEAR.
Website updates formed part of a wider effort to strengthen WHOI’s digital presence, connecting the online experience with email, social, paid search, and HubSpot.
WOODS HOLE OCEANOGRAPHIC / WEBSITE EXPERIENCE
THE CONNECTED APPROACH
ONE MISSION.
MORE WAYS IN.
Digital channels and marketing systems are aligned around the same mission.
TARGETED EMAIL
Make each message matter.
Segmented campaigns and A/B testing supported relevant communication and a more deliberate approach to audience engagement.
ORGANIC SOCIAL
Bring the mission closer.
Content tailored for LinkedIn highlighted WHOI’s expertise and encouraged community conversations.
PAID SEARCH
Reach beyond the familiar.
Paid search formed part of the channel mix, supporting the goal of bringing WHOI’s work to wider audiences.
HUBSPOT ADMINISTRATION
Keep the work connected.
CRM setup, automation, and reporting supported more organized marketing activity and audience follow-up.