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
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
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.
In an extremely competitive healthcare market, how could Covenant make its services stand out in the crowd?
Brogan developed a series of eye-catching bus wraps that utilized the shape and structure of the bus itself as part of the design, effectively turning the bus into a moving billboard for Covenant’s services. Unique bus wraps were created for key Covenant service lines, including Surgery, Trauma and NICU. To get even more bang for Covenant’s buck, an ad for careers at Covenant (which looked like a license plate) was featured on the back of each bus. The bus wraps won Gold Aster and Silver Healthcare Marketing Awards, as well as increased awareness for Covenant service lines in the region.
Michigan Department of Community Health: Teen Driving
The Michigan Department of Community Health was looking to decrease new teen drivers’ chances of accidents. Inexperience and distractions of all sorts work against them. MDCH wanted to promote the Parent-Teen Driving Agreement which encourages a solid commitment to safer driving.
Brogan & Partners developed creative that outlined the elements of the plan and connected with parents. Interactive ads were placed on sites our target audiences (adults with teenaged children) visit, and posters were displayed in Secretary of State offices (giving our audience ample time to read them).
After the paid media campaign started, visits to the website jumped by 56%. Of the people who came to the site, 44% registered for the Parent-Teen Agreement during the paid media campaign.
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.
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.
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.
LifeSecure was a new company launched by Blue Cross Blue Shield of Michigan. There was a lot of confusion about long-term care insurance, and many didn't know what it was. We needed to launch the LifeSecure company and educate customers on the need for and benefits of this kind of insurance.
We created an integrated campaign with a website, brochures, tradeshow signage and giveaways to convince consumers that LifeSecure is the only long-term care insurance that would create a simple and worry-free future. We received a very positive internal response, in addition to positive feedback from the agent community.