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.
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.
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.
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%.
A collaboration between the Scleroderma Foundation, Scleroderma Research Foundation and the Scleroderma Society of Canada
Scleroderma is a hard word to say, but it’s an even harder disease to live with. In North America, three major organizations strive to raise awareness, but millions of people know nothing about it. In 2014, the organizations saw an opportunity to partner together for the first time to promote the cause on a bigger stage, and they called Brogan & Partners to create their campaign.
To increase awareness of scleroderma—an autoimmune disease that has no known cause or cure—we knew education had to be a critical element of the campaign. With that, we pitched the idea of a strong call to action throughout Scleroderma Awareness Month: taking a pledge to tell at least one person about the disease. We cross promoted on the partners’ Facebook and Twitter channels, as well as a digital billboard in Times Square—on which our messaging was displayed for 738 hours that month. The pledge lived on a microsite we created, and it has since been signed by more than 1,400 supporters.
In 2015, we took the campaign to the next level—incorporating an influencer program, in which 12 bloggers shared their personal scleroderma stories with the world. Our efforts on social media continued, this time incorporating photos of scleroderma patients into our designs, as well as an infographic citing some of the most important information about the disease. All elements in the most recent campaign brought the partners more than 1,500 fans, more than 10,000 website views and more than three million campaign impressions—all in just 30 days.
Michigan Department of Community Health
Parents smoking around children is a deadly serious issue. Our target audience is parents of children, specifically mothers and pregnant women. With a small budget and a very specific audience, we wanted to motivate smokers to pick up the phone to call the Michigan Department of Community Health’s Michigan Tobacco Quitline.
Research shows that the number one motivator for people to quit smoking is the negative impact on the health of their children. Even though most smokers are aware that secondhand smoke is harmful, it’s motivating to remind parents of the hazard and give them a free and effective resource to help them quit.
For this campaign, our creative director took an old, classic, public domain song "Secondhand Rose" and re-wrote the lyrics from a child's perspective. An engaging youngster outlines for parents the dangers of secondhand smoke. Working within our budget, we were able to produce a memorable longer-format YouTube video that has been hugely successful with more than 130,000 views and counting. The Quitline received 874 calls, including a significant number of pregnant women, an important part of the target audience. We supported this with radio media as well.
Michigan Department of Community Health
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?
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.
Michigan Department of Community Health
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.
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.
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.
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.
Health Management Associates
HMA's web traffic was low. To complicate matters, another company with a very similar name was competing with them for visitors. They asked Brogan to find a way to get visitors to their site.
We created an inbound marketing solution for HMA, developing a paid search campaign and also implementing an SEO strategy for key web pages.
After testing first with broad Ad Groups to determine the best strategy, we launched HMA's AdWords campaign in mid-October of 2013. In just two weeks, traffic to their site increase by 51% overall, with a 71% increase in unique visitors. In November, the numbers continued to climb—unique visitors were up an additional 16.14%, and overall traffic by an additional 12.36%.
With an economical daily budget, we not only increased traffic overall, but also helped increase leads for HMA during the campaign. We are firm believers that value resides not just in the amount of traffic, but in the amount of qualified traffic.
Because of the campaign's effectiveness, HMA decided to extend it into 2014. In their most recent report, web traffic was at its highest level in their history.