Case Study- Philadelphia College of Ostepathic Medicine's 125th Anniversary

Background

Background:  In 2024, Philadelphia College of Osteopathic Medicine (PCOM) embarked on a journey to celebrate its 125th Anniversary, a significant milestone in its esteemed history.  To amplify awareness and create excitement surrounding this momentous occasion, PCOM’s marketing partnered with Media Works to develop a comprehensive awareness campaign.

Challenges and Approach

Challenges:

  1. Enhance visibility and engagement among the PCOM community, including students, employees, and stakeholders.
  2. Utilize effective media channels to maximize reach and impact.
  3. Supplement existing marketing efforts with innovative strategies to capture attention and generate excitement.

Approach:

  1. Data-Driven Decision Making: Media Works conducted research, leveraging student survey data to identify the most effective media channels for disseminating the PCOM message.  The analysis revealed that out-of-home advertising resonated the most with the target audience, making it the primary focus of the campaign.
  2. Strategic Placement: High-traffic areas were strategically chosen to ensure maximin visibility and engagement.  By supplementing current bulletin placements with additional out-of-home units, Media Works aimed to saturate key locations frequented by the PCOM community.

Implementation and Conclusion

Implementation:

The campaign launched on Jan 30th with the first flight ending on Feb 19th.  Looking at the pageviews to the home page, there was a significant increase in pageviews while all the media was in campaign. Page view results below.

Conclusion:

By leveraging data-driven insights and innovative strategies, PCOM’s 125th Anniversary awareness campaign exemplifies the power of effective marketing in driving engagement and fostering community connections.  As POCM continues to evolve and grow, its commitment to excellence and innovation remains unwavering, ensuring a bright future for generations to come.

 

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