They Asked…
The University of Michigan Medical School is highly regarded by prospective medical students and consistently ranks among the top 10 medical schools in the country (U.S. News & World Report). The Department of Public Relations and Marketing Communications was asked to design and implement communications strategies to attract qualified M.D. applicants, engage and inform prospective and admitted students, and support the Admission team’s mission of creating the ideal applicant experience.
We Answered…
Public Relations and Marketing Communications designed a communications strategy targeting prospective M.D. students and their parents, heavily leveraging online and digital communications:
- Social media, including Office of Admissions and medical student Twitter accounts and TweetChats; UMMS Facebook page and closed group for admitted MD students; Instagram; and Tumblr and WordPress blogs
- Digital campaigns reaching students at each stage of cycle (e.g., MCAT email, applicant email, birthday message, admitted student and parent e-newsletters)
- Video series to highlight key differentiators, and a unique acceptance video
- Print collateral for interviewing and visiting students (e.g., Interview Day Walking map, Interview Day brochure, Ann Arbor guide)
- Event support (e.g. Second Look Weekend web site/video and booklet)
- Web site and app content development
The Results…
The ongoing campaign has successfully contributed to a positive trend in the quality of applicants. One applicant even noted, “Michigan has definitely been one of the most transparent, forthcoming, and most welcoming medical schools. From the tweet chats, twitter updates, incredibly awesome acceptance video that had my heart pounding in my chest to the Facebook group and more, Michigan has really gone above and beyond. The admissions process can whittle applicants down into a list of numbers and bullet-pointed activities, but Michigan has made me feel truly valued as individual. The birthday video really helped make my day.”
