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Albert Einstein College of Medicine : Marketing & Branding

“There are three words that come to mind when I think of Hayes Strategies — intelligence, creativity, and speed. They, very quickly, understood how complicated Einstein is as an institution, as well as our goals and objectives. They developed many wonderful approches for us, which sharpened our own thinking and helped produce the best possible product. And whenever we provided feedback, they rapidly developed alternate concepts that were right on the mark. I can't think of a better strategy and design firm to work with.”

—GORDON EARLE, ASSOCIATE DEAN, ALBERT EINSTEIN COLLEGE OF MEDICINE    

The Albert Einstein College of Medicine is one of the nation’s premier institutions for medical education and research. Since its founding in 1955, Einstein has graduated more than 7,000 physicians and scientists who have served their communities and the world in a variety of ways. But despite its excellent name and record of achievement, it was not well known outside the academic medical community and its home neighborhood, The Bronx. When a new Dean of the Medical School came on board, and with him a new Associate Dean of Communications and Public Affairs, the stage was set to rejuvenate a once powerful brand and launch a marketing program to help the school regain the recognition it deserved.

Working with marketing design firm Movement, Hayes Strategies launched an in-depth assessment of the brand and competitive environment to determine how best to position the school for greater success. Based on that analysis, the team developed a positioning strategy – a platform that serves as the foundation for marketing and communications efforts. Next, the team developed a marketing plan to meet and communicate the branding needs of the school, including a new logo and tag line. Over the past year Hayes Strategies and Movement have assisted Einstein in implementation of the marketing plan, including rolling out the new brand identity to the campus and community at large, developing and producing a first-ever annual report for the school, re-launching the bi-annual school magazine with a redesigned look and feel, and developing new marketing materials. The team continues to work with the school on redesigning the website and newsletters, and on other high visibility marketing programs, creating a unified look and feel to all communications emanating from the school.

Response to the brand and marketing activity has been overwhelmingly positive. Faculty, students and staff feel a renewed sense of pride in their institution. Awareness of the school and its accomplishments is growing, and major donations to the school are on the rise.