THE TASK
Spelman College Health Careers Program maintains a top five national position in the number of minority students applying to medical school and manages a program enrollment of 365 students to prepare for medical/dental school and post baccalaureate programs. The successful Health Careers Program was approaching its 40th year anniversary in 2010. Jackson Communications was asked to perform two major initiatives, to market the 40th anniversary for 2011 and to create innovative ways to increase program participation for the Health Careers Program.
OUR SOLUTION
We recognized student participation levels in the program had declined and remained flat for a period of years. We consulted with the client determining they were informing students through a series of town hall meetings what they would gain by participating in the program. We decided to change that concept, switching it to the innovative “What You Lose” campaign creating marketing that centered on what a student would lose by not participating. We branded the 40th anniversary creating strategic initiatives developing internal and external communication goals including measurement.
THE RESULTS
Our “What You Lose” campaign almost doubled student participation in program activities resulting in more foot traffic, emails and calls to the program office to confirm attendance or request additional information. Our consulting and strategies resulted in buy in from administration officials for budget consideration and marketing support for the 40th anniversary. We coordinated and promoted the annual health professions recruitment fair/showcase along with a nursing roundtable securing 70100 participants representing 50 institutions from the US and abroad including USFDA, US Army and US Navy.