Upstream Research

Upstream Research™ is a health information company that aggregates, analyzes, and visualizes terabytes of global, federal, state and local data for any location in seconds. The company was founded in Seattle in 2015 and grew from the concept of Upstream Health Systems.

Marketing Role: Responsbile for maintaining and creating content for both of the company's websites and pitches, creating and scheduling content for Twitter and Facebook channels, writing pitches to journalists and managing relationships with them, creating and monitoring Facebook advertisements (with up to 22% CTRs), and other internal/external brand copy.

Websites

Upstream Research hosts three separate websites – UpstreamResearch.com, UpstreamReports.com and UpstreamLabs.org. The first is dedicated to the company's mission and relevant blog posts, the second explains the Reports product as well as media information, and the third is the nonprofit offshoot of the company. In addition to copy, I used Manta and a number of other SEO building sites while working with an SEO professional. We were able to boost both sites to #1 on a Google search.

Brand Copy

Copy for Upstream varied with their needs. Much of the brand copy had to do with decks (example here), marketing materials (see Look Book), and regular installments in the "News" (i.e. Blog) page on the upstreamresearch.com site.

Access News site at www.upstreamresearch.com/news

Access Marketing collateral (including Media Kit) at upstreamreports.com/media-resources/

Social Media

Upstream has two social accounts –Twitter and Facebook. Both are used for company updates, partnership and press release announcements, sharing blog posts and other relevant articles and for cultivating followers while simultaneously legitimizing the company in the marketplace. From May 2016 to Sept 2017, site views, likes and clicks increased.

Facebook Advertisements

One avenue of increased brand awareness is through use of paid Facebook Advertisements. Ads for Upstream featured original content with images captured from their Risk Map and copy generated about the environmental issue. Most small ad campaigns yielded anywhere between 7-11% CTR, which is 3-4 times more than the average for ads of this type on Facebook. As of August in 2017, the highest CTR was 22% and average is 10%.

The goal of the ads was to raise brand awareness and increase the conversion rate on the Reports web-application.