Albany
Medical College needed a distinctive direct-marketing piece to convince
previously accepted applicants to select AMC for their education over
other medical colleges. They sought a piece to represent their
unconventional, hands-on teaching environment while appealing to a
broad audience -- young and old, from all around the country and
abroad.
Traditionally conservative in their marketing and design, AMC wanted
something "different," but feared that such a leap would not be well
received. Additionally, AMC’s extremely tight time and budget
constraints forced the Spiral team to explore unconventional design and
assembly tactics to create the college’s primary recruitment piece.
To reflect AMC’s collaborative, real-life approach to medical
education, Spiral recreated the feel of a patient medical chart,
personalized for the prospective student.
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Manila stock and simple metal brad bindery reduce cost and increase authenticity.
A “prescription” welcome note from the school’s Dean and
personalized color tab-tops for each recipient add a personalized feel.
Digitally illustrated tape, staples and Polaroid snapshots, as well
as a combination of full and short sheets, enrich the folder’s medical
chart scrapbook feel and overall texture. |
The Viewbook received outstanding feedback from both applicants and
the medical college community alike. Because of the positive response,
Albany Medical College chose to use the Viewbook for a variety of
additional purposes.
Finding the piece an excellent showcase of the school’s features and
benefits, administrators use it as a "briefcase piece" when
communicating the growth and progress of the college to boards,
organizations and the community. Additionally, the Viewbook is
responsible for thousands of dollars in contributions from AMC alumni
and the area’s leading philanthropic supporters. The piece’s
distinctive theme and creative design influenced those who received it,
resulting in impressive donations to the college's programs.
A year after the Viewbook’s release, AMC contracted Spiral to create
an intriguing online translation of the successful brochure, extending
the piece's reach to a worldwide audience. AMC continues to use the
Viewbook as its primary marketing piece, with a revised version printed
for the 2003 and 2004 school years.
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