The mission of CUNY School of Medicine is to produce broadly educated, highly-skilled medical practitioners to provide quality health services to communities historically underserved by primary care practitioners
The Client Ask:
Create a Marketing Campaign that inspires potential donors to contribute to CUNY School of Medicine with an empathetic approach
Create a Marketing Campaign that inspires potential donors to contribute to CUNY School of Medicine with an empathetic approach
Meet The Team
"I am having trouble understanding who the interview questions should focus on? Is it philanthropists or students as well?"
- Venisha Henry
Strategic Researcher
- Venisha Henry
Strategic Researcher
"Well, let's confirm with Lisa about
this and see if questions actually are accurate."
- Anmol Dhamrait
Project Manager
this and see if questions actually are accurate."
- Anmol Dhamrait
Project Manager
"Well, we essentially need both perspectives to expand the donor pool and provide a reason why CUNY School of Medicine is the best place to donate."
- Lisandra de la Paz
Brand Strategist
- Lisandra de la Paz
Brand Strategist
Determining the Target Audience:
Philanthropists:
Philanthropists want transparency and proof of how their funds support
the efforts of the mission. Philanthropists don't know how much to give, and suggested donations are helpful.
Students:
Students want to inspire their community by
breaking barriers and instilling trust in the patients.
Philanthropists want transparency and proof of how their funds support
the efforts of the mission. Philanthropists don't know how much to give, and suggested donations are helpful.
Students:
Students want to inspire their community by
breaking barriers and instilling trust in the patients.
"I know that people are ready to support the nonprofit cause but I am not sure what is stopping them
to donate."
- Lisandra de la Paz
Brand Strategist
to donate."
- Lisandra de la Paz
Brand Strategist
"Well, let's meet up with Jeff to discuss further because we need to move in the right direction and align."
- Anmol Dhamrait
Project Manager
- Anmol Dhamrait
Project Manager
"Let's think from their perspectives, and if they want transparency what can organizations do that can make them not donate."
- Jeffrey Burgos
Account Manager & Comms Planner
- Jeffrey Burgos
Account Manager & Comms Planner
Strategic Insight:
Big donors do not support brands’ controversial opinions but are eager to support nonprofit actions
Campaign Message:
The Sophie Davis School of Biomedical Education at CUNY School of Medicine nurtures the next generation of physicians who will be a force of change
in their communities.
Big donors do not support brands’ controversial opinions but are eager to support nonprofit actions
Campaign Message:
The Sophie Davis School of Biomedical Education at CUNY School of Medicine nurtures the next generation of physicians who will be a force of change
in their communities.
"I get that we are trying to create awareness for CUNY School of Medicine but nobody really knows them
by this name."
- Jose Alvarado
Art Director
by this name."
- Jose Alvarado
Art Director
"I completely understand, let's connect with Andi
and see what we can come up with. "
- Anmol
Project Manager
and see what we can come up with. "
- Anmol
Project Manager
"That's true and they also don't have branding guidelines. But donors like to look up charities online so, let's figure out the best way to attract donors"
- Andrea O. Ojeda
PR Specialist & CopyWriter
- Andrea O. Ojeda
PR Specialist & CopyWriter
Campaign Idea:
New York's communities are very unique and diverse.
Medical care within the community should reflect this.
This is where CSOM, along with a brand new identity, can truly stand out.
"I am struggling with copy because what if our campaign idea does not align with our CTA"
- Jose Alvarado
Art Director
- Jose Alvarado
Art Director
"Okay, let's get Andi on board to help shape the copy and think of new words that can work with the current CTA. We need to finalize this week otherwise we are going overtime with both of your hours and we can't go over the current budget."
- Anmol Dhamrait
Project Manager
- Anmol Dhamrait
Project Manager
"Ok, I thought of something that would work. Let's finalize on Commit to a Shared Cause. Donate Today. as it connects the audience with something
they believe in as well
- Andrea O. Ojeda
PR Specialist & Copywriter
they believe in as well
- Andrea O. Ojeda
PR Specialist & Copywriter
Campaign Executions
Campaign Experiential:
In the eyes of a Primary Care Physicians invitation includes an empathic approach and details about the event.
In the eyes of a Primary Care Physicians invitation includes an empathic approach and details about the event.
"We need to come up narrative this week. So, we
can give Jose a week to design the leave
behind layout."
- Jeffrey Burgos
Account Manager & Comms Planner
can give Jose a week to design the leave
behind layout."
- Jeffrey Burgos
Account Manager & Comms Planner
"Jeff and Lisa need to develop the narrative of the pitch by this week. I need you all to come together. We need to start adding all the content to the pitch deck and leave behind so we can finalize it by next week."
- Anmol
Project Manager
- Anmol
Project Manager
"I will add synthesized research by this week in leave behind and pitch deck."
- Venisha Henry
Strategic Researcher
- Venisha Henry
Strategic Researcher
"We should think about how to present CUNYMED in the pitch that leads from the research and strategy."
- Lisandra de la Paz
Brand Strategist
- Lisandra de la Paz
Brand Strategist
"Yes, agreed but we need this finalize the
narrative by this week."
- Anmol
Project Manager
narrative by this week."
- Anmol
Project Manager
"I think it's important to share the empathetic approach of CUNY School of Medicine and then give a reason why we are changing the name to CUNYMED."
- Jeffrey Burgos
Account Manager & Comms Planner
- Jeffrey Burgos
Account Manager & Comms Planner
"I need to review the story of the pitch and then I can take look at the leave behind."
- Jeffrey Burgos
Account Manager & Comms Planner
- Jeffrey Burgos
Account Manager & Comms Planner
Let's review the leave behind and pitch deck. I will look closely at the design and content.
Jeff, you can review the content and structure. Jose, please fix any revisions to the design layout by this week so, you don't go over your hours next week.
-Anmol Dhamrait
Project Manager
-Anmol Dhamrait
Project Manager
"I can revise the design layouts and send
them to you by this week."
- Jose Alvarado
Art Director
them to you by this week."
- Jose Alvarado
Art Director
Final Submission
"I submitted the Leave Behind (Printed) & Pitch Deck on time."
- Anmol Dhamrait
Project Manager
- Anmol Dhamrait
Project Manager
