My Role: Creative Direction, Marketing Strategy, and Graphic Design
In Partnership with: Samantha Amazan, MPA | Special Events Manager
Every year, the AAMC releases the Graduation Questionnaire (GQ Survey inviting graduating medical students to volunteer feedback about their school experience. For many years, participation among the Icahn School of Medicine at Mount Sinai’s (ISMMS) graduating class was underwhelming, to say the least.
To remedy this, the Office of Student Affairs partnered with the Marketing and Special Events teams to create an integrated experience to drum up excitement and increase participation during our GQ Survey season.
And so, the “Gossip Folks: The Rumors Are True,” campaign was born. The incentive-based campaign included outdoor advertising, digital media, and influencer marketing, to encourage the graduating class to participate in the survey, by talking up the “rumors”—the prizes the class could win by completing the GQ Survey.
What was the most impactful part of your award-winning entry?
We exceeded our KPI goals during this three-month campaign, and saw a 12.6% increase in participation in comparison to the previous years’ statistics. We received 204 unique landing page visits, and 108 total QR code scans from outdoor advertising.
We exceeded our KPI goals during this three-month campaign, and saw a 12.6% increase in participation in comparison to the previous years’ statistics. We received 204 unique landing page visits, and 108 total QR code scans from outdoor advertising.
What is one thing you learned from this experience?
Creativity and collaboration made this campaign a success, and we are extremely proud of the results, the student body’s resilience, and our teams’ efforts.
Creativity and collaboration made this campaign a success, and we are extremely proud of the results, the student body’s resilience, and our teams’ efforts.
What challenge did you overcome?
This campaign was slightly interrupted by the abrupt COVID-19 closures in NYC, and we were unable to provide all of the experiential incentives we initially intended to host.
This campaign was slightly interrupted by the abrupt COVID-19 closures in NYC, and we were unable to provide all of the experiential incentives we initially intended to host.
This campaign won the AAMC Award for Excellence in 2020 and was judged by marketing professionals across the country.
Here's what they had to say:
"The assets are bright, clever and fresh. The copy speaks to the intended audience in a fun and engaging way. The metrics show this was a real win and is a nice example of a program that can be replicated at other institutions. Awesome job!"
"What a fun, energetic and visually-engaging way to secure involvement in an activity that is indeed hard to encourage students to prioritize, especially during the pandemic and with early graduation becoming more ubiquitous. Congratulations and thank you for submitting this entry."
"Really engaging and captivating."
"Very creative idea and strong execution."
"This campaign had a clear goal - to increase participation in the survey, and that goal was achieved."
"Innovative and creative way to solve an important problem. Well done!"
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