American Osteopathic Association – ‘Career Compass’ Campaign
Choosing osteopathic medicine isn’t the end of the line for AOA members.
Osteopathic professions span medicine to surgery to research and more, which means finding the right path for the individual is key to a successful career. To aid its members in their search, AOA developed the Career Compass, an interactive, digital device for navigating this huge decision with ease. Once this much-anticipated tool was ready to launch, they needed our help in getting the word out to AOA members.
SERVICES: strategy / campaign theme / digital campaign / print campaign
Beyond setting goals and milestones for students, the Career Compass provides a space for peers to communicate with each other and share advice—and that’s what our campaign needed to showcase. We dove into the real benefits of this tool and found that at the heart of it all, it’s about AOA being there for members from the time they begin their career until the time they retire.
That steadfast commitment is just what inspired our chosen campaign theme, “From the Ground Up.”
The centerpiece of our efforts culminated in the conception and design of a direct mailer that allows the recipient to explore the Career Compass. Background imagery of graph paper and tools—scissors, pushpins and yes, a compass—helped reinforce the idea of the Career Compass as a great resource for members charting their osteopathic careers. However, it’s the interactivity that really made this mailer sing.
By incorporating precise custom hexagonal die-cuts, we created six literal windows of opportunity to capture recipients’ attention and entice them to read what’s under the tab. With each lift, they had the chance to learn more in-depth about the Career Compass offerings, drawing further interest in this one-of-a-kind tool.
Our messaging supported the mission of the Career Compass: no matter what stage of your osteopathic career you’re in, AOA’s Career Compass will help guide you.
The six hexagons and their corresponding iconography represented the categories of the online Career Compass, pulling up to reveal a description for a more impactful, memorable user experience.
After literally uncovering just how useful the Career Compass is, the mailer encouraged members to take action by creating their Career Compass profile and taking control of their osteopathic career path. To drive our efforts home, we also incorporated the campaign theme across a number of digital ads and rotating banners, introducing members to the benefits of this tailor-made tool via the AOA website.
“The hard work and creative efforts from the BatesMeron team really paid off on this project. Everyone loved the pieces and were very engaged. Not to mention that your team was such a pleasure to work with. Thank you!”
