Project;
Print Advertising Campaign
Responsibilities:
Concept Development, Art Direction, Design
The Bottom Line:
I conceived, wrote, and designed a four-month print campaign for Stern Cardiovascular Center: four ads, one per issue, built on one choice: ignore the warning signs or take action. A phone tracking system and website form tied appointments to the ads, and patient visits rose 12% in 4 months.
"High-contrast visuals and direct headlines showed what waiting can cost."
Case Study:
In cardiovascular care, waiting can cost a life. Stern Cardiovascular Center needed a campaign that made those stakes clear and positioned the practice as a trusted destination for expert care.
I conceived and designed a print campaign around one simple choice: ignore the warning signs or take action. The creative was blunt on purpose, with a dark sense of humor. High-contrast visuals and direct headlines showed what waiting can cost.
The campaign ran four consecutive monthly issues of both Gastonia Magazine and Memphis Magazine, with a new ad each month. It reached an audience that matched Stern’s target demographic. Combined circulation topped 18,000 copies per issue, with an estimated monthly readership of about 60,000.
The result:
We used a dedicated phone tracking system and the website to monitor the appointments the ads generated. Patient visits rose 12% over the period before the campaign.
