Michigan First Credit Union
Michigan First Credit Union was seeking opportunities to create member awareness and build interest in their new, one-of-a-kind service offering: a 24/7/365 live, local call center.
First, we created a name for the 24/7/365 call center – 365 Live, which emphasized that customers would get help from live, local representatives, not an automated service. Then, using relatable customer dilemmas (lost ATM cards, forgotten online passwords), we created an awareness campaign, launching communications to existing credit union members first. Brogan created a direct mail piece, complete with a call center contest that encouraged members to call in, try the service and tell us how they liked it, after which they were entered into a drawing. Additional materials included branding on Michigan First’s website, an email to members, social media and in-branch collateral.
Just one month after the campaign was launched, a member survey found that three in five members (60%) were aware of 365 Live.
Franciscan Alliance wanted to build awareness about the continuum of women’s health services that their hospitals offered. They came to Brogan to help them create a campaign that would emphasize their competitive differentiator: inspiring health for every woman.
Marketing to women is our niche, so after interviewing Franciscan Alliance clients and conducting additional research, we knew exactly what kind of message would resonate with this audience. As a faith-based health care system, Franciscan Alliance places a high value on the gift of life. Their belief that God created every individual to be special and unique is a key motivator to their excellent quality of care.
This differentiator inspired the “Perfectly Human” campaign, with the message that life isn’t perfect, and as a woman, you don’t have to be either; you are perfect just the way God made you. And Franciscan Alliance will be there throughout life’s journey. The campaign included TV, radio, interactive, print and outdoor ads.
The campaign was a success. In just two months, it increased visits to Franciscan Alliance’s women’s health landing page by 504% and new website users by 477%. Not to mention, it won kudos from industry peers for outstanding creativity with a Silver Service Industry Association Award.
Consumers Energy has invested hundreds of thousands of dollars in initiatives promoting STEM (Science, Technology, Engineering and Math) in the schools, including sponsorship of Michigan’s FIRST Robotics program. They wanted to make their customers aware of their efforts, and encourage them to get involved with robotics and STEM-related programs in their communities, too.
Brogan interviewed eight key individuals within Consumers Energy and Michigan FIRST Robotics. Then we developed a strategic marketing plan, a well-rounded media plan, and a name for the program—The Generation Genius Project. We created an inspiring video that features middle-school students repeatedly failing and then finally succeeding with math and science projects, while a voiceover (also a young student) describes the nature of genius. We also created a microsite, posters, digital ads and T-shirts for robotics teams.
The efforts were received extremely well at the FIRST Robotics State Competition and at the Mackinac Policy Conference.
"Great, great work!! The commercial made an impact – we had a customer call right away asking how they could get their middle school engaged." --Carolyn Bloodworth, Director of Corporate Giving at Consumers Energy
Michigan First Credit Union
Michigan First Credit Union is one of the state’s top five credit unions, but they had never advertised outside their own membership. As they began to expand their reach beyond southeast Michigan, it was time to make more potential customers aware of their unique brand of banking and their one-of-a-kind 24/7/365 call center, 365 Live.
Though Michigan First was very popular with its own customers, there was little awareness of the credit union among non-members. A mass media campaign was necessary to spark consideration and build a foundation for entering new markets.
Brogan worked with Michigan First to develop a marketing plan, creative brand platform, and mass media recommendations for two key markets – Detroit and Grand Rapids. The campaign positioned Michigan First Credit Union as a hero solving consumers’ after-hours banking dilemmas. Portraying these dilemmas as melodramatic, slow-motion tragedies added a humorous twist.
The media mix included social media, email marketing, radio and magazine print ads. In addition, we used digital units such as targeted display banners, rich media, an online video, online search, Spotify and an interactive mobile trivia game. Native advertising also allowed select Michigan First blog content to be featured in context of other news. Each creative unit directed consumers to a website landing page to “learn more” about the benefits of joining Michigan First Credit Union.
In less than one year, Michigan First has seen a significant return on its marketing investment. Community members are getting more opinionated about Michigan First Credit Union. The number of community members who answered ‘not familiar’ or ‘not sure’ dropped from 86 percent in 2014 to 68 percent in 2015. Positive numbers are up from 13 percent to 23 percent. More members are aware of 365 Live and nonmember recognition of the credit union’s unique service platform increased by 37 percent. The campaign call to action—visit MichiganFirst.com—worked hard, helping drive a 20 percent increase in website traffic and up to 74 percent increase in visits to key conversion pages.
Frankenmuth Insurance had great success building relationships with their agents, but had not developed that same relationship with policyholders or consumers. As a result, there was limited awareness of the Frankenmuth Insurance brand.
We developed a complete brand platform for Frankenmuth. Elements included a marketing plan, social media overhaul, creative platform including video assets, print, outdoor, digital and internal elements (graphic standards, letterhead, e-signature, signage). Focus groups were conducted in which participants expressed their desire for an "honest, upfront and fair" insurance company. To heighten awareness of the Frankenmuth name and emphasize their honest, relationship-driven approach, creative elements included lines that began with "Frankly speaking . . ." and encouraged conversation with the tagline, "Let's have a frank conversation." Fun internal posters utilizing the same themes were created for each department (auto, life, human resources, etc.). A complementary website is currently underway.
Frankenmuth Insurance management was thrilled to have brand materials that fully reflected their authentic, straightforward philosophy. "In a world of gimmicky insurance advertising that focuses mainly on disasters or price savings, Brogan helped us create a fresh message that resonates with those looking for Frankenmuth's kind of service and values." —Fred Edmond, President, Frankenmuth Insurance
Michigan Women's Foundation
In 2009, more than 11,000 unopened, untested rape kits were found in a Detroit Police Department storage unit. A lack of adequate funding had stalled the testing of the kits and the investigation and prosecution of the cases. In 2014, Michigan Women's Foundation spearheaded an initiative to raise the needed funds and bring long overdue justice to these thousands of sexual assault victims. They came to Brogan for help promoting the cause.
First, Brogan created a name for the initiative: Enough SAID, which stands for Enough Sexual Assault in Detroit. A powerful brochure/case statement used the USB code that labels each rape kit as a design element, and brought home the point that each code represents the suffering of a real victim without justice. Brogan also created a coordinating Crowdrise page for people to donate and/or fundraise, as well as Facebook and Twitter accounts and a microsite.
Since launch, the campaign has raised over 1.3 million dollars in private funds and helped raise over 8 million dollars in public funds. The creative materials have been featured in several news outlets, including PRWeek and the front page of the Detroit Free Press.
ComForCare, an established provider of home health care, was faced with increased competition as many new providers entered the market. ComForCare needed a way to stand out from the crowd. They came to Brogan to help them develop a brand platform that communicated their core strengths and differentiated their brand from their competitors.
Working with ComForCare’s home office and some key franchisees, Brogan did research to articulate the ComForCare brand story. After conducting a competitive analysis, we interviewed and surveyed franchise owners from around the country, as well as ComForCare clients. Next we worked closely with the key franchisee brand advisory committee to develop a strategic marketing plan. Finally, we created a new logo, branding and promotional materials, and two TV spots. Since most of their competitors’ spots had a serious, even somber tone, we took a different tack: fun, lighthearted spots featuring elderly ComForcare patients with a lot of energy and personality.
At ComForCare’s annual meeting, attended by most of their franchisees, the new branding materials received a standing ovation.
Covenant HealthCare needed to update their website and refresh their brand message.
Covenant’s website was a critical resource for both current and potential patients—a place to find information, search for a physician, sign up for programs and more. Covenant wanted to draw people to the website and make it easier for everyone to use. With these goals in mind, we redesigned their entire website with a fresh, easy to navigate, responsive design, and did research and analysis to maximize SEO.
To refresh Covenant’s established brand message of “Extraordinary Care for Every Generation,” Brogan created a moving, emotional 2 minute video titled Extraordinary Anthem, a matching :90 TV spot for launch and several tagged :30 spots featuring surgical teams in Orthopaedics, da Vinci Robotic Surgery, Bariatrics and Neurosurgery. To make the most of Covenant’s budget, we also created a “donut” video. In this video, interchangeable segments can be inserted into the “donut hole,” to feature a variety of different physicians and specialty areas. This versatile library of brand advertising can be re-edited over the next several years.
Covenant significantly increased brand awareness metrics in Overall Quality, Best Image/Reputation, and Ad Recall, with increases of several percentage points in each category, solidifying its leadership position. As the call to action, the website received a traffic increase of 25% in the first year, with 3500 online physician video views, far exceeding goals.
The campaign won 6 awards, including 2 Aster Awards, 2 Gold Addy Awards, a Silver Healthcare Marketing Award and a Summit Creative Award.
Michigan Department of Community Health
According to the CDC, Michigan is the fifth heaviest state in the nation, with 67% of its adult population overweight or obese. This costs the state billions in medical costs each year. The Michigan Department of Community Health asked us to create a comprehensive multimedia campaign to encourage Michigan residents to lose weight. Our research led us to recommend a weight loss goal of 10% of body weight—a goal that, though modest and unintimidating, would significantly improve risk factors for chronic illnesses like diabetes and heart disease.
The overall campaign, called MI Healthier Tomorrow, focused on brand engagement and was integrated across multiple channels. Promoting through television, radio and more, we asked Michigan residents to sign a pledge to lose 10% on a specially designed microsite. We sent them a starter kit full of helpful tips, a shopping guide, coupons and free gifts. We engaged them with a dedicated Facebook page, inspirational and educational text messages and emails. In addition, we formed a wide-array of community partnerships to support their efforts. McDonald's, the Michigan Association of Broadcasters, Compuware, Quicken Loans, Huntington Bank, William Beaumont Hospital, the YMCA, Meijer and others partnered with us to broaden the reach of this critical effort to improve the health of our state.
To date, more than 32,000 Michigan residents have taken the pledge, most receiving starter kits and regular emails. Many have connected on Facebook to offer each other additional support and encouragement. Most importantly, Michigan has dropped from the 5th fattest state to the 11th fattest state.
HAP Midwest Health Plan
Healthy Michigan Plan
The state established the Healthy Michigan Plan to help underserved hourly workers afford health insurance, many for the first time. This created a huge opportunity for Health Plans throughout the state, but also a challenge: since the same plan is offered by so many companies, how can you attract customers to your version? We were hired by HAP Midwest Health Plan to market their Healthy Michigan Plan to prospective members.
The Michigan Department of Community Health (another Brogan client) was already marketing the Healthy Michigan Plan to hourly workers eligible for the plan (see that case study). Since HAP was already a well-known and trusted provider in the state, the key task was to make the target audience aware that HAP Midwest Health Plan offered the Healthy Michigan Plan they were already hearing about from the MDCH.
Brogan developed a marketing strategy to reach the target audience and created print ads, outdoor boards, interactive ads, radio spots and more, introducing them to HAP Midwest Health Plan Healthy Michigan Plan. We leveraged HAP’s branding elements, paired with straightforward messages letting these workers know that now, they too could afford health insurance from a helpful, trusted resource like HAP Midwest Health Plan.
The campaign was a resounding success: Actual enrollment numbers exceeded client goals by over 20%.
The HoneyBaked Ham Company
Since 1957, HoneyBaked had a featured place at the table for special family occasions. But when HoneyBaked's patent for spiral-sliced hams expired, the company saw more competition and a decline in market share. The company asked Brogan & Partners to reintroduce the HoneyBaked brand to a newer, Internet generation while maintaining their loyal customer base.
Optimizing a 21st century marketing strategy and tapping into the strong emotional connection families have for the beloved HoneyBaked brand, we found the sweet spot. Our marketing effort has resulted in increased holiday web traffic by more than 104%, increased coupon redemptions, a 3700% growth in VIP customer email database and increased sales despite the down economy.
The HoneyBaked Ham Company
The HoneyBaked Ham Company was seeking opportunities to encourage and increase engagement on their Facebook page—not just at the holiday season, but all year round.
Brogan & Partners worked with The HoneyBaked Ham Company to develop a strategic social media marketing plan to keep customers engaged and grow their page. We researched audience demographics, interests and purchasing behavior to come up with the best mix of posts including organic and paid promotions to reach the target audience. We used gamification and giveaways to increase page growth and page engagement.
The content involved an assortment of branded posts, including giveaways and games like puzzles, contests and trivia. The HoneyBaked Ham Company’s average monthly engagement rate doubled, with gamification-style posts seeing on average of an 8-11% engagement rate and giveaways seeing an average engagement rate of 11%.