Regional College of Family Doctors
Campaign ideation | Ad copywriting
The COVID-19 pandemic has been a particularly trying time for family doctors who have had to find new ways to meet standards of care and build ongoing relationships with their patients and communities. To support family doctors as they navigate these challenges, this regional college of family doctors has been focused on finding ways to both celebrate its members and share useful, practical information as soon as it’s available.
The ask
For the first time ever, the college was preparing to host their annual member conference virtually. They had also decided to implement a format where there would be two days of live sessions, followed by five months of on-demand content available to those who could not attend the live sessions.
In the lead up to the event, they were looking for a partner to help them determine the theme and three supporting pillars that would frame the conference and guide any messaging before, during, and following the event.
The work
To kick off the project, I worked with a team of strategists to identify the inputs we would need from the client. This was followed by the following:
We conducted a workshop to better understand our client’s needs and expectations around the event
I led the ideation of three potential campaign ideas—ranging from inspirational to practical—that featured the role this conference would play for family doctors
Once the client had made their choice, I refined the chosen campaign by implementing their feedback
As part of a supporting distribution campaign, I wrote ad copy that highlighted the various benefits and perks of this year’s conference format
So far, the college has received raving reviews of the conference and members have been particularly grateful for the flexible format in the midst of COVID-19 vaccine uncertainty and other pressing challenges.