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American Orthopaedic Foot & Ankle Society (AOFAS)

The American Orthopaedic Foot & Ankle Society (AOFAS) is a medical specialty society comprised of more than 2,200 orthopaedic surgeons (MDs and DOs) from the US and abroad who specialize in the care of patients with injuries, diseases, and other conditions of the foot and ankle. In advance of AOFAS’s 50th anniversary, we developed a strategic approach to brand, marketing and communications with both nearterm objectives and long-range vision.

AOFAS selected McKnight Kurland to partner with on three major and simultaneous marketing and communications initiatives:

  1. A complete and comprehensive rebrand of the organization—including five sub-brands/divisions—and encompassing positioning, messaging and visual identities.
  2. Redevelopment of both the organization’s website and the consumer-facing website—including at least four integrated micro-sites— and complete content assessment and recommendations.
  3. A consumer awareness campaign developed to highlight the value of choosing an orthopaedic surgeon and directing the public to the find-a-surgeon function on the website.

Working with the staff, Task Force and Board, exhaustive qualitative and quantitative research led to complete brand positioning and messaging, a new family identity and brand launch, a cross-channel integrated consumer campaign of “Look for the ‘O’”, and complete website rebuild.