Portfolio

How we created a better outcome for the Karmanos Cancer Center.








Client: 

Karmanos Cancer Institute

Problem: 

While metro Detroiters were aware of the name Karmanos, they didn't know why Karmanos Cancer Center was a better choice for cancer care.

Solution: 

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.

Portfolio Category: 

How we helped Belly Bandit belly up to some big opportunities.





Client: 

The Caden Companies, Inc. DBA Belly Bandit

Problem: 

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."

Solution: 

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.

How we helped HoneyBaked foil breast cancer.

Client: 

The HoneyBaked Ham Company

Problem: 

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.

Solution: 

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.

How we got the word out about a disease most people couldn't even spell.

Client: 

Scleroderma Foundation Michigan Chapter

Problem: 

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.

Solution: 

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.

 

 

Portfolio Category: 

How we increased The HoneyBaked Ham Company's appetite for social media.

Client: 

The HoneyBaked Ham Company

Problem: 

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."

Solution: 

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!

Free Download: How we create marketing that clicks whitepaper.

 

How Brogan set The HoneyBaked Ham Company's Facebook fan numbers on fire.

Client: 

The HoneyBaked Ham Company

Problem: 

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?

Solution: 

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.

Portfolio Category: 

How we cleared up a traffic jam for HMA's website.

Client: 

Health Management Associates

Problem: 

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.

Solution: 

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.

Portfolio Category: 

EMR? ACO? HIE? How we translate healthcare for the average Joe.

Client: 

Covenant HealthCare - Electronic Medical Records

Problem: 

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.

Solution: 

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.

Portfolio Category: 

How we showed you can beat cancer with the right team at your side.

Client: 

Covenant HealthCare - Breast Cancer

Problem: 

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.

Solution: 

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.

Portfolio Category: 

How our treatment was just what the doctor ordered.

Client: 

Michigan State Medical Society (MSMS)

Problem: 

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.

Solution: 

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.

Portfolio Category: 

How smoking children set the phone on fire.

Client: 

Michigan Department of Community Health

Problem: 

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.

Solution: 

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.

How we gave Covenant a brand for all ages.

Client: 

Covenant HealthCare

Problem: 

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.

Solution: 

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.

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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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