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Geoffrey Blair

Director of Brand Strategy
UK HealthCare

Geoffrey Blair is the Director of Brand Strategy for UK HealthCare, the healthcare system of the University of Kentucky. He leads market development and integrated marketing teams to elevate enterprise reputation and drive awareness, understanding and demand for master and sub-brand services, programs and affiliations. Geoff also executes key initiatives and special projects of the office of the executive vice president for health affairs. He joined UK HealthCare in 2006 to help establish the company’s employee communications program, served as community engagement manager overseeing corporate giving, and was instrumental in developing and implementing UK HealthCare’s visual and voice rebranding in 2016 as director of Content & Design. 

Geoffrey Blair’s Session(s):


4:20 pm–5:00 pm — Wednesday, August 12, 2020

Case Study: We Are Proof: Leveraging Local Influencers to Produce Viral Success

 How many people would you expect to watch a two-minute video about an academic medical center? UK HealthCare, the health system of the University of Kentucky, wanted its brand story to ignite its social media audience like never before. It needed influential people in the area and its own employees to amplify the power of the story and connect the brand to the audiences it serves. UK HealthCare’s Geoffrey Blair and Cornett’s Jason Falls will explain how harnessing micro-influencers and a hunch about the Facebook algorithm drove more than a million views from a community of about 300,000.

 Attendees will:

  • Learn what strategic decisions go into high-level creative to engage multiple audiences
  • Discover how to mix macro and micro-influencers into a cohesive execution to support creative campaigns
  • See how simple asks of multiple influencers can drive additional content to sustain a campaign beyond launch

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