Paid Advertising | Advertising Campaign
The Challenge
For the launch of Kansas College of Osteopathic Medicine (KansasCOM) in Fall 2022—the first osteopathic medical school in Kansas—I developed a multi-platform advertising campaign focused on building brand recognition and attracting prospective students. The campaign strategically leveraged digital, outdoor, and community channels to raise awareness and position KansasCOM as a forward-thinking institution shaping the next generation of medical professionals. This initiative played a key role in establishing KansasCOM’s presence in a competitive educational landscape and helped drive student interest from the outset.
The Approach
To position KansasCOM as a trailblazing osteopathic medical school, I developed a campaign that emphasized its innovative approach—state-of-the-art facilities, no cadaver use, and a forward-thinking curriculum. The clean, modern design paired powerful definitions of a doctor with the refreshed KansasCOM brand, creating an authentic and inspiring message. The campaign was executed across digital billboards, airport signage, Spotify, newspapers, and display ads, effectively connecting prospective students, the community, and future medical leaders.
The Outcome
The Redefining Doctor advertising campaign launched in 2022 with strong results, achieving a 52% organic search rate. In January of the following year, we replaced stock imagery with authentic photos of real students, creating a more genuine connection with the audience. This change boosted engagement, increasing organic search activity by 28.5% compared to the previous year.
Two placements in the Wichita Dwight D. Eisenhower National Airport
LED backlit panel placement in the Wichita Dwight D. Eisenhower National Airport
