The HoneyBaked Ham Company
HoneyBaked was off to a great start with an outstanding number of Facebook fans. What about growing the numbers? And what about keeping interest up during the off-season?
The agency created a series of five random giveaways, driving fans to a "HoneyBaked on the House" web page. Teaser status updates and Facebook Engagements ads helped spread the word. With prizes ranging from 200 Free Lunches, 50 FREE Turkey Breasts and 100 FREE Heat & Share Sides, this limited time offer required fans to act fast – and they did, gobbling up the giveaways within minutes. Fan excitement and chatter on the page resulted in as much as a 45% lift in Fans during promotional periods.
Health Management Associates
HMA's web traffic was low. To complicate matters, another company with a very similar name was competing with them for visitors. They asked Brogan to find a way to get visitors to their site.
We created an inbound marketing solution for HMA, developing a paid search campaign and also implementing an SEO strategy for key web pages.
After testing first with broad Ad Groups to determine the best strategy, we launched HMA's AdWords campaign in mid-October of 2013. In just two weeks, traffic to their site increase by 51% overall, with a 71% increase in unique visitors. In November, the numbers continued to climb—unique visitors were up an additional 16.14%, and overall traffic by an additional 12.36%.
With an economical daily budget, we not only increased traffic overall, but also helped increase leads for HMA during the campaign. We are firm believers that value resides not just in the amount of traffic, but in the amount of qualified traffic.
Because of the campaign's effectiveness, HMA decided to extend it into 2014. In their most recent report, web traffic was at its highest level in their history.
Covenant HealthCare - Electronic Medical Records
Covenant HealthCare wanted to tout their leadership position in Electronic Medical Records (EMR), a hospital feature that provides instant connectivity to media records throughout the healthcare system. This translates into increased safety, convenience and quality care for patients. Part of the challenge? We needed to explain the terminology for EMR aka "Electronic Medical Records" to consumers. Plus the benefits.
We developed a TV, radio, interactive and print "Meet Joe" campaign that simplified the message to convey the instant connectivity EMR brought to all of Joe's doctors and hospitals so Joe could get back to simply being Joe. The results: Covenant experienced a significant increase in consumer awareness for "latest technology and equipment" gaining from their key competitor. Campaign also contributed to their increase in overall hospital ad recall.
Covenant HealthCare - Breast Cancer
The awareness of Covenant's credentials for comprehensive breast cancer treatment and care was not where they wanted it to be. Covenant wanted to focus on spreading awareness of the program as a cancer care leader—one where all of your doctors are working together to fight for your life.
The Covenant Cancer Care program employs a “team" approach with exceptional communication among staff and the patient throughout diagnosis and treatment. Our campaign demonstrated that with the support of her team at Covenant, our patient was “stronger than cancer.” The campaign included powerful TV, radio, interactive and print ads.
Call center volume and inquiries specific to Covenant’s Breast Cancer program increased dramatically. The “Treating Yourself Like Royalty” event hosted by Covenant was attended by 255 people—so many, in fact, that Covenant had to cease advertising efforts for the event early, as every spot was filled. The television commercial, “Close Up,” won an award from the Annual Healthcare Advertising Awards.
Michigan State Medical Society (MSMS)
We needed to increase positive awareness of the Michigan State Medical Society and its benefits by spreading the word to young, hospital-employed doctors, current MSMS members and medical practice office managers, that MSMS is the longstanding, reputable organization that protects physicians and the future of their profession.
We created and produced a full-fledged brand campaign complete with print, interactive, eBlasts, microsite and posters. The creative executions featured smart, attention-getting visuals and messages that engaged and enchanted the target audiences in the medical community.
Michigan Department of Community Health
With a significantly reduced budget, spreading an anti-smoking message and offering smokers a free phone counselor would be difficult. Smokers knew the facts about their dangerous habit, and many had tried to quit before, but were unsuccessful. We needed an unexpected approach to make them listen.
We believed smokers might not quit for themselves, but they'd quit for their children. With this memorable campaign, calls to the Quitline jumped from 227 to more than 1,000 a month. The campaign's influence grew as health departments in other states requested to run the spots. The spots won prestigious Radio-Mercury and Mobius awards.
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.
Ranger Data Technologies–boocoo auctions
As frustrated consumers were backing away from the increased rates and big retailers on eBay, Ranger Data Technologies saw an opportunity for a new kind of auction experience and created boocoo.com. They knew could make online buying and selling exciting again. They hired us to create and introduce the boocoo brand in a way that grabbed the attention of auction sellers and buyers.
We created a young, smart, fresh brand personality that generated the attention and actions wanted and needed. The campaign included targeted print, interactive and social media. Within 7 months, boocoo generated 16,000 registered users, more than 26,000 items listed on the site and more than 115,000 visitors a month.
Comcast was in the throes of launching new products and battling major competitors for market leadership. Brogan was to amplify Comcast's traditional advertising campaign to include interactive digital and establish a brand presence with a hard-to-reach, web-savvy target audience.
We created the guru campaign to help guide consumers on the path to technological enlightenment. With more than 23,000 visitors, the guru microsite captivated potential customers with Comcast's "Triple Play" product benefits and persuaded them to convert to the brand. Comcast retained its dominant leadership in the Chicago market.
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.
North Carolina Department of Health and Human Services
At-risk demographics in certain counties of North Carolina had no idea what blood pressure numbers meant. We had to educate the target audience about heart disease and stroke prevention by informing them about proper blood pressure levels and how to identify the warning signs for stroke.
We offered a memorable and informative campaign—82% of respondents to a post-campaign survey could describe the television commercials. 92% of respondents said they would immediately call 911 if they experienced stroke symptoms. Awareness of lesser-known stroke symptoms jumped about 25%.
Long a leader in the gas "dispensing" industry, Gilbarco Veeder-Root was also a leader in technology. While the company itself had unmatched convenience store expertise and innovative, comprehensive products, their image hadn't caught up. We needed to establish a clear brand for Gilbarco.
We brought a human touch to technology through direct mail, advertising, collateral material, interactive tools and a microsite. The consistent brand campaign helped them exceed sales forecasts and secured them the technology leadership position. International affiliates are now adopting the brand.