How we made Consumers Energy's genius idea even smarter.

Client: 

Consumers Energy

Problem: 

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.

Solution: 

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

Portfolio Category: 

How we helped give a voice to forgotten victims of rape.

Client: 

Michigan Women's Foundation

Problem: 

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.

Solution: 

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.

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 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 our ads in restrooms got careers out of the toilet.

Client: 

ClickOnCareers.com

Problem: 

Despite the dramatic growth in the number of "technical" jobs available in Southeastern Detroit, there was a shortage of "technical" workers in the area. ClickOnCareers was created to link potential employers with training, education and future employees.

Solution: 

We created awareness among high school students and graduates about ClickOnCareers.com. From restroom posters to bar coasters, we used traditional and guerilla advertising tactics to increase the number of technical and skilled laborers in the area. The site obtained an average of 9,000 visitors in the first three months.

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Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.

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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