Gossip Folks: The Rumors Are True
Icahn School of Medicine at Mount Sinai
Every year, the AAMC releases the Graduation Questionnaire (GQ Survey inviting graduating medical students to volunteer feedback about their school experience. For many years, participation among the Icahn School of Medicine at Mount Sinai’s (ISMMS) graduating class was underwhelming, to say the least.
To remedy this, the Office of Student Affairs partnered with the Marketing and Special Events teams to create an integrated experience to drum up excitement and increase participation during our GQ Survey season.
And so, the “Gossip Folks: The Rumors Are True,” campaign was born. The incentive-based campaign included outdoor advertising, digital media, and influencer marketing, to encourage the graduating class to participate in the survey, by talking up the “rumors”—the prizes the class could win by completing the GQ Survey.
What was the most impactful part of your award-winning entry?
We exceeded our KPI goals during this three-month campaign, and saw a 12.6% increase in participation in comparison to the previous years’ statistics. We received 204 unique landing page visits, and 108 total QR code scans from outdoor advertising.
What is one thing you learned from this experience?
Creativity and collaboration made this campaign a success, and we are extremely proud of the results, the student body’s resilience, and our teams’ efforts.
What challenge did you overcome?
This campaign was slightly interrupted by the abrupt COVID-19 closures in NYC, and we were unable to provide all of the experiential incentives we initially intended to host.
MeLisa Best, firstname.lastname@example.org