Issue link: http://kusm-wichita.uberflip.com/i/1024595
5 The tagline "We Doctor Kansas" helped tell the story and became the theme shared with the community and Kansas throughout the campaign. The history of the school in addition to statistics on its impact were included, but who could tell the school's story better than a few of its students? Harpreet Singh, Ken Schmanke and Jennifer Mettling, individuals at various stages in their academic careers, were interviewed to share their dreams of becoming a doctor. Their faces and sentiments were featured in television and digital ads. Implementation Media strategies were chosen to reach targeted audiences and closely align with creative strategies to achieve impact. The campaign launched with a front-and-back full-page insert in The Wichita Eagle, followed by four weeks of television with three 30-second spots, and five versions of digital ads. In addition, the Public Affairs Department created a website that served as the destination for anyone clicking on the digital ads. The landing page for the site included videos of the three TV spots and helped track how many people were interested enough to click through from the online ads. "The goal was to not only have people know about the school, but also to embrace it — own it," said Venters, "and be able to share that knowledge and loyalty." Next steps The campaign messages and photos are appearing in subsequent marketing materials. The sign on top of the school has been changed to "We Doctor Kansas," a full-page ad has appeared in VIP Wichita Magazine and another insert has appeared in The Wichita Eagle. The pole banners currently on campus are in the midst of being replaced with campaign-themed banners. Reaction 4-Wichita Advisory Board member Benjamin Anderson, Kearny County Hospital CEO, was so excited seeing the campaign overview at the spring board meeting that he was willing to pay for We Doctor Kansas T-shirts. "After The Wichita Eagle insert came out and the television spots started," said Garold Minns, M.D., dean of KU School of Medicine-Wichita, "I heard from various people, including our alumni, volunteer faculty and donors, and faculty and staff from the Kansas City campus, about how much they liked the ads and appreciated seeing the Wichita campus in such a positive light." Look for continuing elements of the We Doctor Kansas campaign by periodically checking its website, wichita.kumc.edu/wedoctorks. Harpreet Singh, third-year, Stockton, California to be a doctor The best way to learn is you've just got to get in there and do it.