The Office of Lifelong Learning sought expert support to strengthen its digital presence and improve how it communicated with its audience of professionals and educators.
MeDM was selected for its experience working with academic institutions, strong cultural fit, and proven ability to deliver high-quality strategic work within budget constraints. The engagement focused on both discovery and execution, balancing insight-driven research with practical tools that the university’s team could implement independently.
The Office of Lifelong Learning (FOMD), University of Alberta, provides continuing professional development for healthcare professionals, physicians, and their teams. The department offers courses, workshops, and resources focused on leadership, communication, and quality improvement. Its mission is to help professionals expand their skills and knowledge throughout their careers.
The university’s team needed to establish a structured and sustainable social media and content strategy but lacked dedicated marketing expertise in-house. Their goal was to create a cohesive framework that could be easily operationalized without external dependence. MeDM’s task was to identify content opportunities, develop content pillars, and provide practical examples and tools that would allow the Office of Lifelong Learning to strengthen its online presence and engagement while aligning with the University of Alberta’s overall brand.
MeDM began by conducting stakeholder interviews to understand the department’s goals, audience behaviors, and content needs. Using these insights, the team developed a set of primary and secondary content pillars, example posts, and a posting frequency matrix based on engagement data. They also guided the reactivation of the department’s Facebook channel, ensured proper analytics tracking, and created visual post examples that adhered to the University of Alberta’s brand standards.
The deliverables were consolidated into a detailed PDF guideline document outlining tone of voice, content structure, channel strategies, and post frequency recommendations. MeDM went beyond standard delivery by offering follow-up meetings to train the internal marketing team and walk them through the strategic rationale behind each recommendation. This ensured that the department could confidently implement and sustain the strategy moving forward.
The project delivered a comprehensive and operational content strategy that enabled the Office of Lifelong Learning to elevate its social media marketing efforts. The guidelines document, visual templates, and analytics framework provided a strong foundation for consistent, engaging, and data-driven communication. The department reported a clearer understanding of how to manage content effectively, leading to improved engagement and more cohesive messaging across all channels.
MeDM’s project management approach was transparent, adaptable, and deeply client-focused. When the project’s initial scope exceeded the available budget, MeDM collaborated with the university to refine priorities and reduce costs without compromising quality. The team remained flexible to shifting timelines and worked closely with the client to ensure all deliverables were actionable for an in-house team with limited marketing experience. Their commitment to follow-up sessions and additional guidance exemplified their dedication to client success.
What set MeDM apart was the team’s personable, collaborative, and values-driven approach. David and Sheena built a genuine connection with the university’s team, combining professionalism with approachability and humor. Unlike other vendors, MeDM demonstrated a sincere interest in helping the client learn and succeed, even when the scope and budget were reduced. Their authenticity, empathy, and willingness to go above and beyond made them a trusted partner and left a lasting impression on the client.
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