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Case Study: Kansas City University of Medicine and Biosciences


Kansas City University of Medicine and Biosciences (KCU), the largest medical school in Missouri and one of the oldest osteopathic medical school in the country, needed to assess perceptions of the University’s identity, both locally and nationally. Morningstar Communications worked to strengthen KCU’s position as a global leader in medical education.

1Challenge

Kansas City University of Medicine and Biosciences (KCU) found that their brand recognition did not reflect the gravitas of a globally recognized medical university. KCU needed to strengthen its relationships with all constituent groups and grow its brand presence, especially as it entered its centennial year.

2Solution

Morningstar Communications worked with KCU to conduct its five-part Future Visioning™ process. This holistic process included holding an executive session, conducting interviews with key KCU target audiences, auditing existing KCU collateral and assets, developing a thought-leadership position and comprehensive message platform. We also created a strategic integrated marketing communications program and worked with a design firm to create a new logo and crest for the University.

3Results

Morningstar Communications delivered a comprehensive message platform and integrated marketing communications program KCU used as a road map. Together with KCU, Morningstar Communications implemented the recommended strategies and tactics, strengthening KCU’s position as a global leader in medical education. The overall response from all target audiences has been overwhelmingly positive and the University has seen increased enrollment and donor engagement since the newly branded marketing program was launched.