EVMS President Harry T. Lester talks about the importance of ending EVMS' status as the "best-kept secret" in Hampton Roads, with the first comprehensive EVMS marketing campaign.

Some examples from our advertising campaign

Television

• EVMS and WVEC Channel 13 have teamed up to produce "EVMS Medical Rounds," a series of video vignettes about the school's world-class research, patient-care and education programs. View the first 60-second segment and return in the coming weeks to view other segments that will be added on a regular basis.

Outdoor Advertising

Print Ads

Print ads will run in various publications, including the Virginia Opera and Virginia Symphony programs, as well as Distinctions magazine. Below is a sample.

Questions and Answers about the Advertising Campaign

Why are you doing a marketing campaign?

Our research shows that people are aware of EVMS, but they have limited knowledge of what we do. We conducted interviews with a cross-section of EVMS faculty, physicians, clinicians and students, and it was overwhelming how many people said we did not do enough to tell our story. This viewpoint was also reinforced by consumer research. EVMS has never taken on a concerted marketing program, and it is now time for us to be competitive and promote our strengths in order to grow and succeed.

Who developed the marketing campaign?

The process of developing the marketing plan and its execution was done over the last year under the direction of the Office of External Affairs, the Department of Marketing and Communications and our marketing and advertising agency Otto Design & Marketing. The program has identified goals and strategies that include advertising, public relations, promotions and special events. Every aspect of the marketing program has been reviewed by EVMS leadership along with select faculty.

What are the goals of the program?

• Increase awareness and understanding of what we do
• Create an emotional connection to EVMS
• Educate people on the benefits of an academic medical center, including a medical school, a school of health professions and its health care providers
• Reinforce public awareness of the quality of EVMS Health Services
• Support fundraising efforts
• Position EVMS as the expert source for health-care education, research and delivery
• Unify EVMS brand

How long will the marketing campaign last?

We are launching this campaign in February 2011. We have developed a plan through the fiscal year that ends June 30. During the spring, we will develop Phase II that will be executed during fiscal year 2011-12. We will continue to refine our marketing efforts as we track measureable results from our efforts.

Will this include a revamp of the website?

Yes, we have a plan in place to improve the website and make sure every aspect of the EVMS brand is consistent and reflects the quality of our programs and services. A firm specializing in web production and design has been hired to drive this process.