Hey you guys, I just got this from someone. it's a UMMS marketing survey. They're trying to figure out which of these concepts will appeal to students the most. Which do you prefer and why?
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Concept 1:
Use medical icons to get key messages across.
Image: UM Medical School lab coat
Headline ideas:
* This fall's hottest adventure look
* Get your own
* Your name here
Image: Stethoscope
Headline ideas:
* If wearing one of these gets your heart racing, we want you.
* You'll need this for your next adventure
Other medical icons for this series:
IV drip
Tongue depressor
Reflex mallet
Latex gloves
Hypodermic needle
Blood pressure cuff and gauge
X-ray
Thermometer
Prescription pad
Gauze
Concept 2:
Michigan: The Place to ________
A series where the last word changes out, showing how Michigan is the place to discover a cure, save a life, live your dream, experience the world, etc.
Variations on this might include:
_________ at Michigan (for example, Research at Michigan)
Leading in ________ (for example, Leading in Research)
Concept 3:
Taking a closer look at Michigan
The headlines for this series will contain words that have words bolded within them that take on meanings of their own regarding the particular Michigan experiences we want to highlight. For example:
* How do you handle EMERGEncies? At UMMS, you will become the doctor you have always wanted to be*
* The best doctors have comPASSION for their patients. At UMMS, you will change lives by doing something for yourself*
* Everyone deserves EXCELLent care. Your first day going forward, you will be trained to walk in the shoes of your patients*
Other word ideas that could work in this campaign:
Community
Movement
Respectable
Open-minded
Concept 4:
Playing up the shared qualities between the students we attract and the school's strengths. Use words that potential students associate with themselves and then elaborate on related strengths of Michigan - in parentheses.
You are passionate. (international, community work)
You are strong. (rankings, facilities)
You are knowledgeable. (curriculum, research)
You are compassionate. (clinical care)
You are accomplished. (faculty, alums)
You are a Michigan doctor.
Concept 5:
"We know it's in you."
A series of x-rays of the human body, showing areas like the heart, the brain, the knee. The Michigan M is part of the body's system (in the heart, connected to the brain, built into the knee joints).
This idea also lends itself to video. Perhaps the "You're admitted" video shows a heart monitor. As the monitor tracks and speeds up, the lines turn into Ms, and the beeps begin to play "Hail to the Victors."
Concept 6:
Together, we make the Michigan Difference.
This concept emphasizes the community atmosphere at UMMS. It's not just a medical school, it's a community-the students will be in good company, where the foundation is collaboration.
Working together.
Researching together.
Learning together.
Healing together.
Together, we make the Michigan Difference.
Together we make progress happen.
Together we make patients a priority.
Together we make the Michigan Difference.
