Portfolio

How we gave Covenant’s extraordinary image an extra boost.

Client: 

Covenant HealthCare

Problem: 

Covenant HealthCare needed to update their website and refresh their brand message.

Solution: 

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.

Portfolio Category: 

How we gave Michigan the skinny on getting healthier.

Client: 

Michigan Department of Community Health

Problem: 

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.

Solution: 

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.

How we "insured" HAP had a healthy enrollment.

Client: 

HAP Midwest Health Plan
Healthy Michigan Plan

Problem: 

The state established the Healthy Michigan Plan to help underserved hourly workers afford health insurance, many for the first time. This created a huge opportunity for Health Plans throughout the state, but also a challenge: since the same plan is offered by so many companies, how can you attract customers to your version? We were hired by HAP Midwest Health Plan to market their Healthy Michigan Plan to prospective members.

Solution: 

The Michigan Department of Community Health (another Brogan client) was already marketing the Healthy Michigan Plan to hourly workers eligible for the plan (see that case study). Since HAP was already a well-known and trusted provider in the state, the key task was to make the target audience aware that HAP Midwest Health Plan offered the Healthy Michigan Plan they were already hearing about from the MDCH.

Brogan developed a marketing strategy to reach the target audience and created print ads, outdoor boards, interactive ads, radio spots and more, introducing them to HAP Midwest Health Plan Healthy Michigan Plan. We leveraged HAP’s branding elements, paired with straightforward messages letting these workers know that now, they too could afford health insurance from a helpful, trusted resource like HAP Midwest Health Plan.

The campaign was a resounding success: Actual enrollment numbers exceeded client goals by over 20%.

Portfolio Category: 

How we unwrapped the sweet spot on the world’s favorite Ham.

Client: 

The HoneyBaked Ham Company

Problem: 

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.

Solution: 

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.

How we came up with a game plan to win over HoneyBaked fans.

Client: 

The HoneyBaked Ham Company

Problem: 

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.

Solution: 

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%.

How we brought millions of impressions to a disease that affects hundreds of thousands.

Client: 

A collaboration between the Scleroderma Foundation, Scleroderma Research Foundation and the Scleroderma Society of Canada

Problem: 

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.

Solution: 

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.

How a group of school kids made North Carolina take note of the flu virus.

Client: 

North Carolina Department of Health and Human Services – Immunization Branch

Problem: 

The state wanted to increase the number of North Carolinians getting vaccinated against the flu. With a limited budget and only two months to complete the project, Brogan & Partners got to work. 

Solution: 

Since research shows that women make most of the health care decisions for their families, we targeted moms with a television spot that featured schoolchildren. The spot showed a group of kids singing to the tune of “Old Smoky,” with lyrics about their less-than-antiseptic habits (“I had to sneeze then, and somebody coughed… it was okay, though, ‘cause I wiped the germs off.”) The spot served as a reminder of how easily the flu virus can spread—and how critical the flu vaccination is to protect your family. A series of three print ads emphasized the message, showing more easy ways the flu virus could be passed on.  

“Old Fluey” won a merit award in the Healthcare Advertising Awards.

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 we helped MDCH talk to teens about... er... umm... S-E-X.

Client: 

Michigan Department of Community Health: Abstinence

Problem: 

Michigan Department of Community Health wanted to talk about sex. They wanted two age groups of teenagers (12-15 and 16-18) to know that it’s okay to wait,  and even if you did “it” once, that doesn’t mean you can’t practice abstinence now.

Solution: 

Focus group testing revealed that 12-15 year olds responded well to getting the message from a role model, while 16-18 year olds were more impressed by reminders of consequences. So Brogan & Partners developed separate messages for the two groups.   

Two TV spots—“I Wish I Waited” and “Take it Back”-- ran on TV, cable and YouTube.

The TV spots were viewed nearly 400,000 times on YouTube, with an additional 731,000 views through the interactive ads (a total of over a million views).

Portfolio Category: 

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 kept gamblers from losing it all.











Client: 

Michigan Department of Community Health

Problem: 

As gambling continued to become more available in the state, the Michigan Department of Community Health was looking for a way to reach people with potential gambling problems. MDCH wanted to offer confidential, 24-hour counseling support for those who gamble more than they can afford to lose.

Solution: 

We created a dramatic and emotional campaign that included television, print and interactive rich media. Our expandable rich media alone generated more than 1.2 million impressions in less than six months and an average expansion rate of 6.44%, considerably higher than the industry average of 1.6%.

How our kids sing the darndest things.

Client: 

Michigan Department of Community Health

Problem: 

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.

Solution: 

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.

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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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