Long recognized as one the nation’s premier institutions for attracting and training physicians and medical professionals dedicated to serving diverse and underserved communities, MSM engaged TDC to develop communications to support a wide-ranging capital campaign. This campaign was critical for funding the advancement of major initiatives to expand MSM’s impact in research, medical education, pipeline programs, community engagement, and clinical innovations.
After conducting an accelerated discovery phase to understand the full scope of the endeavor, we established a campaign positioning statement as well as a theme line: “The World Needs What We Do Best.” This anchored the centerpiece of the campaign—a comprehensive 50-page brochure—as well as a campaign website, collateral and presentation materials, event support assets, and a campaign brand style guide.