AMSUS annual meeting campaign
The Association of Military Surgeons of the United States
The Association of Military Surgeons of the United States (AMSUS) is a non-profit organization dedicated to advancing military and public health medicine. Each year, AMSUS hosts its Annual Meeting, a flagship event that brings together federal health professionals, military medical leaders, and public health experts to network, collaborate, and explore the latest advancements in the field.
Services provided:
Message development and audience targeting strategy
Campaign creative direction and concepting
Digital ad design and promotional asset development
Copywriting and content adaptation for cross-channel use
User journey and registration flow design
Creative production for web, email, and paid media formats
The challenge
The AMSUS Annual Meeting is well-regarded among its core audience, but to reach a new threshold of growth, the organization needed to strengthen its digital presence and connect with first-time attendees who may not yet be familiar with the event.
The challenge wasn’t awareness alone—it was clarity.
The audience was highly specialized and mission-driven, spanning clinicians, researchers, agency staff, and rising leaders in federal health. Many were busy, digitally distributed, and hesitant to commit without a clear understanding of the benefits.
AMSUS needed a campaign that would make the purpose, value, and registration process unmistakably clear, and inspire professionals to take the next step.
The idea
Meet growth with clarity and design with purpose.
To help AMSUS scale its reach, we focused on designing a digital experience that mirrored the attendee journey: from initial awareness to confident registration. The messaging needed to be direct and professional, while the creative needed to be clean, flexible, and action-oriented.
We built a modular system of campaign assets that could adapt across email, social, web, and paid channels, positioned to drive engagement at every phase.
The idea was simple: meet users with the right message, in the right format, at the right time.
How we brought it to life
Working in a one-week sprint, we developed a campaign that combined strategic messaging, cross-channel creative, and a user experience designed to convert.
Crafted clear mission-alinged content
Designed digital ad creative
Developed and recommended modular templates for use across platforms (e.g., email, social, and web)
The Impact
The campaign positioned AMSUS to reach beyond its traditional base and engage a broader, more digitally connected audience. By aligning messaging with user needs and simplifying the path to registration, the campaign laid the groundwork for increased awareness, stronger attendance interest, and long-term brand growth.
AMSUS gained:
A scalable campaign system for future events
Clear, benefit-driven messaging aligned with attendee motivations
Greater visibility among first-time and early-career professionals
A more modern, confident digital presence across outreach channels
Even in its first cycle, the campaign helped shift perceptions, from a legacy event to a future-focused gathering for leaders across federal and military health.