McCarter Design

client story American College of Surgeons

Global association for the advance of surgical medicine, Chicago

Previous next story

Scope of this client story

  • Image library development
  • Program identities
  • Marketing collateral
  • e-communications
  • Advertising CAMPAIGNS
  • Direct mail
  • Exhibits

Established in 1913, with an impressive global membership of 80,000 members, this respected medical association had let their brand and materials become outdated and out of alignment with their progressive initiatives — and was predictably facing unexpected low membership retention and even lower new membership interest — unusual for a global association of it’s size and history. Our first project was to help increase younger membership pride and contributions in a small direct mail piece. We decided to feature their esteemed 100 year old seal that hung majestically in the front lobby and position the college as the gracious, historic and high-achieving academic association that it is. The appeal saw a head-turning 400x increase in donations within the first month.

From there we created similarly impactful new Membership materials to better communicate the organizations goals and coveted member benefits. These materials were customized to the six unique target member groups, from Medical Students to Residents to International Fellows for a more personal connection. Over the years, we designed and produced ongoing advertising campaigns for their in-house publication and global volunteer program, software product marketing, exhibit design, and continued pride campaigns, giving us the opportunity to further instill an elite and forward thinking elegance throughout the organization’s print and digital communications.