How we got Komen's race advertising all in step.






Client: 

Komen Detroit Race for the Cure

Problem: 

Komen Detroit Race for the Cure wanted a consistent look for all of their marketing materials promoting their annual race.

Solution: 

First, we created a new theme line and race poster that set the precedent for all creative materials to come. The new theme line (“There’s victory in every step”) and the new design were eventually used on print ads, the Facebook cover photo, an email template and website banner images. Emotional, real-life photos of previous RFTC events were used in all of these pieces. The new look was created in 2014 and was refreshed for the 2015 event.    

The end result: an emotionally engaging campaign with a consistent look and feel across all materials. “The theme line continues to resonate with participants of our annual event,” said Race Chair Katrina D. Studvent. “Brogan & Partners allows our local Susan G. Komen brand to have a fresh look each year. We are so grateful.”  

How bringing the audience to tears made our client smile.

Client: 

St. John Health

Problem: 

St. John Health, a nine-hospital health system, needed a strong, unifying brand. The hospital needed a greater emotional connection to its audience and an increased brand differentiation to set them apart in the extremely competitive Southeastern Michigan marketplace.

Solution: 

We promoted positive awareness of St. John Health and their dedication to treat the whole person: body, mind and spirit. Our poignant TV and radio spots made listeners cry, but it also made them call—along with increased physician referral volumes, we significantly increased web/call center traffic. But the best results of this campaign was that it saved at least one life we know for sure. The powerful TV commercial inspired Brogan Managing Partner, Ellyn Davidson, to do a self exam which led to her early detection of breast cancer. She is now a proud survivor.

How we gave Michigan the good news about more affordable health insurance.

Client: 

Michigan Department of Community Health

Problem: 

Beginning April 1, 2014, nearly half a million working people were eligible for a new health insurance plan under Medicaid Expansion called the Healthy Michigan Plan. How do we spread the word to all qualified citizens, so that no one misses this new opportunity?

Solution: 

By researching this target audience (hourly wage workers previously ineligible for Medicaid), we learned what messages would work for them and the best places to reach them. We developed a media plan that included television, radio, Google search, outdoor, transit, interactive banner advertising, a consumer website, a mobile site and a resource website where businesses and community organizations could get materials to help promote the plan. Using the straightforward message that more people in Michigan can now be covered by affordable health insurance, the print and TV featured a collage of Polaroid-type photos depicting the kinds of workers who would be eligible for the plan.

Within four weeks of launch, Michigan was providing coverage to nearly 160,000 Michigan residents under the Healthy Michigan Plan. To date, the plan has nearly 600,000 enrollees.  

How we used their heads and our brains to create a smarter brand.

Client: 

University of Toledo Medical Center

Problem: 

UTMC was perceived as a "small fish" in an area of big competitors. We needed to develop a brand identity that would positively distinguish UTMC and highlight its unique competitive advantage—university quality care from the only academic medical center in the region.

Solution: 

We used real patients to demonstrate UTMC's "Higher Degree of Healing." The campaign increased website and phone traffic significantly, and we received extremely positive feedback from physicians and associates, as well as greater internal pride and a strong brand identity.

How we raised the bar for free HIV treatment.

Client: 

Michigan Department of Community Health

Problem: 

The Michigan Department of Community Health requested we communicate the availability of free treatment resources for HIV positive individuals. Key challenges: discreetly find individuals who need the free HIV treatments; be sensitive to this serious issue while also reaching out to them in a memorable way.

Solution: 

We worked with experts who work closely with the community. We held focus groups with HIV positive individuals. We developed a guerrilla marketing campaign for bars, festivals and local venues. Since the launch of the campaign, the percentage of HIV Positive individuals receiving care has climbed dramatically from 52% in 2011 to 64% in 2014. This campaign was also a hit among industry peers as well, winning recognition at award shows such as the Telly Awards, Communicator Awards, Hermes, Summit Creative Awards and more.

How Brogan scored high in math & science for STEM.

Client: 

National Education Defense Project: STEM

Problem: 

The National Center for Education Statistics reported that significant numbers of U.S. students are severely behind in basic mathematical skills and science. Our students fall below the international average for 21 countries. The result? Fewer college degrees in math and science. Yet these areas are where the US Department of Labor expects the fastest growing occupations for the near future. To successfully compete for these jobs tomorrow, today’s students need to acquire significant math and science skills.

Solution: 

Talk to parents of children from pre-K through 12th grade. Make them aware of the issue. Engage them. Where? In their living rooms. The agency produced a lighthearted TV commercial featuring young children in a job interview situation, stating their dubious job qualifications (e.g., “I like chipmunks”). The more serious underlying message? There’s still time to get them qualified for these new careers—get started now.

The spot garnered an overwhelmingly positive response; in addition to its TV time, the spot was shared spontaneously on social media and at conferences as well.

Portfolio Category: 

How we lit the way to more business for CoventryCares.









Client: 

CoventryCares of Michigan

Problem: 

OmniCare Health Plan was changing its name to CoventryCares of Michigan (having been purchased by Coventry HealthCare in 2005). This Medicaid insurance plan needed to get the word out about the name change and also promote its free adult dental benefit.

Solution: 

Brogan rebranded CoventryCares as more than just a Medicaid plan, but also a local guide, “lighting your path to good health.” Targeting Medicaid moms, the campaign included radio, outdoor, transit, mobile, Facebook ads and Google AdWords. Posters, outdoor and mobile ads featured a spotlight shining on a happy Medicaid mom and her child.

Visits to the CoventryCares of Michigan website more than tripled during the campaign. The performance of our mobile Google Adwords was astounding, delivering a click-through rate of 3.57%--nearly nine times the industry standard of .40%.

How a little nip and tuck to the PREZIO Health brand made instrumental changes to better outcomes.

Client: 

PREZIO Health

Problem: 

With increasing competition in the perioperative solutions space, PREZIO Health needed to differentiate itself from other brands in the marketplace. Their time-crunched hospital target audiences (Directors of Surgical Services, C-Suite executives) feel constant stress to improve outcomes and increase efficiencies, and are increasing looking for a true partner to help them.

Solution: 

We refreshed the PREZIO Health brand focusing upon the key differentiator as the client’s perioperative surgical solutions partner. This included a redesign of the PREZIO website, with a clean look, easy navigation and responsive design. We also designed an updated cut sheet template and folder and recreated 15 PREZIO Health cut sheets within the new look and feel. With the use of arresting photography, color and attractive design, we found a way to make all of PREZIO’s key service offerings (from Kerrison Rongeur Management to Vendor Tray Management to Perioperative Optimization) engaging. We also created some ads which added some humor and a sense of approachability to the brand. Increased website traffic, positive customer feedback, and internal praise shows that this brand refresh was operationally due.

How smoking children set the phone on fire.

Client: 

Michigan Department of Community Health

Problem: 

With a significantly reduced budget, spreading an anti-smoking message and offering smokers a free phone counselor would be difficult. Smokers knew the facts about their dangerous habit, and many had tried to quit before, but were unsuccessful. We needed an unexpected approach to make them listen.

Solution: 

We believed smokers might not quit for themselves, but they'd quit for their children. With this memorable campaign, calls to the Quitline jumped from 227 to more than 1,000 a month. The campaign's influence grew as health departments in other states requested to run the spots. The spots won prestigious Radio-Mercury and Mobius awards.

How boocoo put the awe back in auctions.

Client: 

Ranger Data Technologies–boocoo auctions

Problem: 

As frustrated consumers were backing away from the increased rates and big retailers on eBay, Ranger Data Technologies saw an opportunity for a new kind of auction experience and created boocoo.com. They knew could make online buying and selling exciting again. They hired us to create and introduce the boocoo brand in a way that grabbed the attention of auction sellers and buyers.

Solution: 

We created a young, smart, fresh brand personality that generated the attention and actions wanted and needed. The campaign included targeted print, interactive and social media. Within 7 months, boocoo generated 16,000 registered users, more than 26,000 items listed on the site and more than 115,000 visitors a month.

How a fuel dispenser company pumped up a new image.

Client: 

Gilbarco Veeder-Root

Problem: 

Long a leader in the gas "dispensing" industry, Gilbarco Veeder-Root was also a leader in technology. While the company itself had unmatched convenience store expertise and innovative, comprehensive products, their image hadn't caught up. We needed to establish a clear brand for Gilbarco.

Solution: 

We brought a human touch to technology through direct mail, advertising, collateral material, interactive tools and a microsite. The consistent brand campaign helped them exceed sales forecasts and secured them the technology leadership position. International affiliates are now adopting the brand.

How we helped a union find its voice.

Client: 

United Auto Workers

Problem: 

Due to the economic downturn and the woes of domestic auto companies, the UAW was at a crossroads with a once-in-a-lifetime opportunity to reinvent itself. Union workforces were seen as a liability. The UAW needed to energize and inspire its members and change the way they were perceived.

Solution: 

We created the "I am UAW" national television and social media campaign to allow the powerful voices of UAW members to be heard. Using member stories, eBlasts and blogger outreach to drive people to the site, it received nearly 20,000 visits just 6 months after the launch.

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Client Hurrahs

  • Brogan & Partners has worked on a wide variety of health issues for us over the years. They have not only consistently provided innovative ideas and award winning campaigns, but they continue to help us work towards our overall goal of improving the health of Michigan residents.  Their creativity, expertise, and enthusiasm makes them an invaluable partner in our... More

  • Hiring Brogan & Partners to help Michigan Women’s Foundation create the brand and messaging around the campaign to raise millions of dollars to solve the backlog of untested rape kits in Detroit was a slam dunk!  With a well-deserved reputation for getting to the heart of complex and highly-charged issues with clear, action-driven communications, the Brogan team... More

  • A well-oiled machine operates at full performance, fluid and unyielding. At Frankenmuth Insurance we have often referred to Brogan & Partners as a well-oiled machine. Our experience with Brogan has been very strong and successful from the start. We view our partners at Brogan as an extension of our own staff. They are readily available to us at any time and deliver... More

  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

  • We have been working with the Brogan team for the past 18 months. The Brogan team has truly been our marketing partner. They guided us through development our brand and messaging. They lead our our website redesign and deployment. And they provide excellent counsel on business development and market entry strategies. More

  • From the very first meeting we had with Brogan & Partners, it was clear that they had done their research on PREZIO Health, our competitors and the industry.  It has been  a very positive experience working with the Brogan & Partners team to re-design all of our service and product sheets as well as the total re-design of our website.  Their creativity is top-... More

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