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 HoneyBaked Ham Company : Pinterest
HoneyBaked wanted to introduce their newly launched Pinterest page, build awareness and quickly gain followers.
Brogan leveraged the holiday season and the “12 Days of Christmas” story to create a visual holiday bulletin board for its target audience. Fans could enter a sweepstakes to win a $250 HoneyBaked gift certificate by creating a holiday Pinterest board including a repin of the sweepstakes pin below. This two-week promotion generated a solid base of over 2,100 followers. Fans responded with 222 entries, 300 repins of the sweepstakes pin and hundreds of “likes” on all sweepstakes board pins. New awareness and new fans—the perfect holiday gift for our HoneyBaked client. And to sustain engagement, we continued to populate the HoneyBaked Pinterest board with recipes and original content tailor-made to our Pinterest audience.
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.
Replacement parts, both new and remanufactured, are big business for Gilbarco Veeder-Root, but customers were having trouble identifying the parts they needed and locating a source for purchase.
Brogan & Partners worked closely with Gilbarco to build an online catalogue in keeping with the brand look and feel of all Gilbarco materials. The categories reflect core products and are easily searched to find the parts that are needed.
The parts catalogue has gotten rave reviews from distributors and Gilbarco customers alike.
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.
The HoneyBaked Ham Company
The HoneyBaked Ham Company has enjoyed great enthusiasm for their Facebook fan page. Keeping interest up and growing fan numbers is an ongoing challenge. With Easter approaching, we needed to engage fans and generate more excitement for this strong peak holiday.
Brogan worked with the movie “HOP” and Universal Studios to launch “HOP Into HoneyBaked.” Facebook fans entered for a chance to win $7,250 in prizes; 100 lucky fans would win a copy of the film. The agency worked to promote fan excitement and chatter leading up to the winner announcement via Facebook Engagement Ads and status updates.
The sweepstakes generated over 40,000 entries and more than 101,000 visits, plus happy, hoppy winners and value-added savings for HoneyBaked fans.
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.
Karmanos Cancer Institute
While metro Detroiters were aware of the name Karmanos, they didn't know why Karmanos Cancer Center was a better choice for cancer care.
Through research, Karmanos discovered their strongest differentiator: their ability to offer the most advanced, state-of-the-art treatments and foremost cancer specialists, resulting in better outcomes and more moments for their patients. Using this differentiator, we launched a new branding initiative around the themeline, "Better treatments. Better outcomes." Despite a very limited budget, the launch included both external and internal materials to ensure that Karmanos employees were on board with the new theme and make them ambassadors for the brand.
After the launch, Karmanos reported a 10% increase in market share.
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.
Scleroderma Foundation Michigan Chapter
Though it affects more than 300,000 Americans, scleroderma is still a little-known disease, and the Scleroderma Foundation Michigan Chapter was having a hard time finding support. They wanted to increase membership, build their board of directors, raise awareness for the disease and raise money for a cure.
To increase membership, we positioned the Scleroderma Foundation Michigan Chapter as the most trusted, most compassionate and most connected community for support, education and research. We refreshed all communication and branded materials to increase effectiveness and strengthen the brand identity.
To build their board of directors, we introduced them to professionals with a passion for giving back—including the regional healthcare director of Walgreens. With the Chapter’s new connections, they were able to get space in many metro Detroit stores to raise awareness for the disease during June: Scleroderma Awareness Month.
To increase awareness of the SFMC, we bolstered a social media presence on Facebook and Twitter. We earned new followers with relevant, meaningful and timely content, including tips for coping with scleroderma, links to articles on new treatments and research, and inspirational quotes. We also built strong media relationships and a widely-followed blog, becoming a valuable news and features source. Additionally, the Brogan team worked to develop an email strategy—keeping more than 5,300 members informed and engaged.
To increase fundraising, we focused on two major events. We launched the chapter’s first annual Hideous Holiday Sweater Run, a themed, zany race focused on fun first, cause second. Next, we rebranded the chapter’s annual “Family Fun Day” at the Detroit Zoo to “Stampede Scleroderma.” The centerpieces of the event were the 5k and 10k “stampedes,” but first and foremost, the event honored those affected by the disease.
For each event, fundraising goals were set, and we strived to help the chapter meet them. In June 2015, just days before the Stampede Scleroderma event, we noticed the Chapter was incredibly close to their goal. So, we presented the idea of deploying an email to the Chapter’s membership list letting them know how close they were—asking for just five extra dollars from everyone who had registered. Hours later, a supporter walked into their office with not $5, but with a $5,000 check. The chapter went on to raise more than they had in years.
Our partnership with SFMC has sparked many successes. We've broadened their community, nearly tripling Facebook fans and doubling Twitter followers. We doubled attendance at the Hideous Holiday Sweater Run in just two years, and resurrected Stampede Scleroderma from its lowest participation rate to among its highest in 2015. We've increased its database of members, partners and donors by 40 percent and attracted diverse, talented new board talent. We've earned lots of media attention, including tradition and new media. Our work has led to projects with the National Scleroderma Foundation, the Scleroderma Research Fund and the Scleroderma Society of Canada.
The HoneyBaked Ham Company
The HoneyBaked Ham Company hung its hams, turkeys and sides on family tradition—and traditional media during key holiday seasons—Easter, Thanksgiving and Christmas. A family company, governed by multiple division operations across the country, they recognized a need to identify a unified strategy. Also, competitors and consumers were migrating to social media. "Traditional" was at risk of becoming "out-of-touch."
Brogan & Partners researched how women were using social media. In 2010, 72% of women used social networks to learn about and comment on new products. Also, 80% of women had become fans of products or brands on Facebook. HoneyBaked was sold. The divisions agreed to put the brand on Facebook to share information, advice and special offers. Within the first year of launch, the Facebook Fan page grew by 897% to 44,588 Fans. HoneyBaked experienced increased coupon redemptions, and we ignited a daily conversation with new, loyal customers. Yum!