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Albert Einstein College of Medicine
The Objective
Although Albert Einstein College of Medicine is unique among biomedical schools for its innovative, collaborative atmosphere, it lacked the name recognition of competing programs. It faces tough competition, as there are several highly visible and well-regarded biomedical graduate schools in the College’s immediate recruitment area. As a result, it recognized the need to develop a high-profile communications campaign to generate visibility and increase qualified enrollment applications and admissions. |  | 
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Our challenge was to position the program effectively relative to the competition, taking into account the College’s somewhat weak visibility and location, which is often perceived as less desirable than that of competitor institutions. Carnegie was to create an admissions marketing campaign that would capture attention, build visibility, and explain why Einstein is superior to other graduate programs in the biomedical sciences.
Our Findings
Carnegie’s qualitative research revealed that Einstein’s innovative, collaborative atmosphere makes it stand out from the crowd of biomedical graduate schools. In fact, that is what compelled many students to enroll at Einstein. The concept “It’s Different at Einstein”
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highlights the program’s “unorthodox” approaches, including open labs, accessible faculty, students who are willing to share resources and ideas that are on the leading edge of scientific thought.
Our Process
We created an advertising campaign around the “It’s Different at Einstein” concept to highlight the program’s unique features like open labs, accessible faculty, and students who willingly share resources and ideas. The purpose of the communications campaign was to increase institutional visibility, generate more qualified inquiries, and improve yield. | | |
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The first phase of the campaign involved a mini-advertising campaign delivered through a series of attention-getting postcards sent to prospective graduate students. Each postcard included a provocative “quote” that playfully poked fun at the experiences a prospective student would have at other graduate programs. For example, “Personal Touch” shows a person clothed in protective gear from head to toe. On the back side of the card, readers find the phrase “It's Different at Einstein,” along with a photo of a student engaging and interacting with other students in the lab.
Students subsequently received a recruitment brochure that provided additional details about the program. To unite the postcards’ look and feel with the College’s existing marketing efforts, Carnegie designed a Web site for Einstein. | | |
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The Outcomes
With inquiries rising and the entire campus rallying around the new marketing campaign, the institution hired Carnegie again to help launch an updated Web site, as well as a new viewbook to reinforce the campaign messaging. | |
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