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.
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.
Komen Detroit Race for the Cure
Komen Detroit Race for the Cure wanted a consistent look for all of their marketing materials promoting their annual race.
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.”
St. John Health
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.
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.
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.
University of Toledo Medical Center
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.
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.
CoventryCares of Michigan
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.
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%.
The Caden Companies, Inc. DBA Belly Bandit
The Belly Bandit was a hot-selling product for new moms, available in boutique stores. Now, they had the opportunity to expand into big box retailers like Buy Buy Baby and Babies R Us. Big plans to expand their product line to include control and support apparel for before, during and after pregnancy required them to take a closer look at their logo and package design. It needed a "lift."
Brogan & Partners helped Belly Bandit develop a new logo, tagline and packaging design. The modular packaging design easily extends to new products, allowing Belly Bandit to maintain a strong brand image as the company grows. The expanded Belly Bandit line of products was successfully introduced into Babies R Us and Buy Buy Baby with all-new packaging. Additionally, Brogan aided in a website design (their products are also available online). Now pregnant and postpartum bellies across the country (as well as Belly Bandit’s brand identity) have been given a stylish lift.
The HoneyBaked Ham Company
HoneyBaked wanted to build goodwill among its customers by leveraging a strategic cause marketing partnership with the National Breast Cancer Foundation (NBCF) to support breast cancer awareness (and boost sales) during October 2013.
To generate buzz around the HoneyBaked Foils Breast Cancer campaign, Brogan created a central campaign landing page on honeybaked.com that showcased all seven ways HoneyBaked was supporting breast cancer awareness during the month of October. Brogan leveraged social media to uniquely spread awareness and educate consumers about the National Breast Cancer Foundation’s vision. Through the Facebook and Pinterest pages, HoneyBaked shared inspiring visual quotes and breast cancer facts to encourage fan/follower engagement. One of the main elements of the campaign was the HoneyBaked Foils Breast Cancer giveaway, where HoneyBaked gave away 100 dinners during October—(20) $75 HoneyBaked gift cards per week for five weeks. By connecting HoneyBaked’s reputation for comfort food and the breast cancer community’s need for comfort, HoneyBaked Facebook fans could nominate a friend or loved one who was currently going through breast cancer treatments to win one of the free dinners. The winners were randomly selected every Friday.
The month-long promotion led to an increase of more than 5,900 net new Facebook fans, a board following of 1,570 Pinterest followers, 800 entries into the giveaway, opt-ins to HoneyBaked emails and increased goodwill across social media channels and in-store.
Covenant needed a new campaign that set it apart in an increasingly competitive hospital environment. The campaign had to increase positive awareness and determine Covenant's key differentiator—its comprehensive care you can depend on through every life stage.
We rebranded Covenant as "Extraordinary care for every generation." Call center volume and website visits increased exponentially, and the campaign received positive internal support. Covenant consistently dominates market share and leads for overall quality/image. Plus, Covenant had the highest ad recall. The brand TV spot won a Silver award in the prestigious Healthcare Advertising Awards. Perhaps most gratifying is that Covenant has designated the themeline as its Mission Statement.
The Christ Hospital
The Christ Hospital had never gone through a branding process to develop itself as a whole. As the most preferred in the region, The Christ Hospital needed to develop a consistent brand personality and define itself as a leader. We had to introduce and create positive awareness for the new brand.
We tapped into both the physical and emotional side of The Christ Hospital. They are dedicated to providing not only the highest quality care, but also the highest quality of life for even the sickest patients. Our campaign increased both call center volume and website visits.
Molina, a Medicaid and Medicare health insurance provider, was growing quickly across the country. We needed to create a brand to unite and position Molina competitively in the national market space and connect Molina with the communities they serve.
We found that Molina's key differentiator was in the roots of its family heritage, and the legacy of Dr. Molina. We positioned Molina as your extended family by including internal employees for photos and using a family tree visual. The campaign significantly increased membership growth and internal morale.