United Auto Workers
Due to the economic downturn and the woes of domestic auto companies, the UAW was at a crossroads with a once-in-a-lifetime opportunity to reinvent itself. Union workforces were seen as a liability. The UAW needed to energize and inspire its members and change the way they were perceived.
We created the "I am UAW" national television and social media campaign to allow the powerful voices of UAW members to be heard. Using member stories, eBlasts and blogger outreach to drive people to the site, it received nearly 20,000 visits just 6 months after the launch.
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.
Oakland County Medical Society
Oakland County Medical Society needed a marketing partner that could support their long-term mission as the "voice of physicians of Oakland County." We had to develop consistent, branded strategies that increased young physician membership while retaining established physicians, all on a tight budget.
We created a new, vibrant brand that included a logo, theme line, Facebook engagement ads, lounge posters and eBlasts to doctors, linking them to the recruitment microsite. There were more than 400 visitors to the site within one month of the launch and very positive feedback from physicians.
Molina, a Medicaid and Medicare health insurance provider, was growing quickly across the country. We needed to create a brand to unite and position Molina competitively in the national market space and connect Molina with the communities they serve.
We found that Molina's key differentiator was in the roots of its family heritage, and the legacy of Dr. Molina. We positioned Molina as your extended family by including internal employees for photos and using a family tree visual. The campaign significantly increased membership growth and internal morale.
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.
Blue Care Network
Blue Care Network (BCN) wanted to position itself as a leader in preventive healthcare and reinforce the connection between BCN and Blue Cross Blue Shield of Michigan. They were looking for a new articulation of their brand, one that could also extend to some of their innovative new products like, Healthy Blue Living, a plan that encouraged individuals to lead healthier lives and helped businesses have a healthier bottom line.
We developed a brand campaign that used a mnemonic of the BCN card to strengthen the identity with the Blues and emotionally connect with the audience. Using the brand standards established for the umbrella brand, we developed print, radio, outdoor and interactive materials for the Healthy Blue Living campaign. Plan membership grew from 50,000 to almost 75,000 after the campaign launch, and membership reached the 100,000 milestone in 2009. The Michigan campaign won the coveted Best of Blue Award, beating out Blues across the country.
Gift of Life Michigan
People think organ donation is a good cause, but they’re too busy or unaware of how to register or the need to register. To increase organ donor registrants, we needed to emphasize immediate action and turn organ donation into a community movement.
We created an interactive widget with a video, heart-moving testimonials, links and a ticker to increase the urgency to register now. In addition, we developed a social media program with The HoneyBaked Ham Company and a map showing county percentages to build interest in the campaign. All assets pointed to a Donor Drive 2010 landing page with sharing opportunities throughout the page. Throughout the course of the campaign, the widget was installed more than 1,000 times and generated nearly 900,000 views. 2010 was a record-breaking year for donor registries with more than 319,000 new registrants added to the list.
Michigan Department of Community Health
TV news was reporting that a new and dangerous strain of flu virus was going to be hitting us in the upcoming flu season. People were concerned about what to do. MDCH wanted to give people the knowledge they needed to protect themselves from the H1N1 virus: wash your hands, cover your sneezes and get the H1N1 vaccination.
The easier this information was to access, the more people would listen to the message and stop the spread of the flu. In addition to traditional media, we created various mobile media elements for our campaign to our targeted population—web banners, mobile ads and a mobile site with our H1N1 TV spot. This generated more than 3 million impressions on mobile devices with over 17,000 clicks through to the website and the ability to "Stop the Spread" by spreading the knowledge and sharing the site with friends.
Michigan Economic Development Corporation (MEDC)
Michigan was seen as a one industry state: automotive manufacturing. Not a problem, but not the whole picture when the reality is that life sciences and advanced manufacturing are strong and deep in the state. We needed to inform the right minds—the decision-makers who could start or expand a business in Michigan.
A multimedia campaign targeted our C-level audiences. Our CEO spokespeople representing the state’s life sciences and advanced manufacturing companies pointed out that they could have located anywhere, but chose Michigan for the business friendly environment, workforce availability, quality of life and more. The resulting 92% increase in awareness from life sciences firms and 88% increase among advanced manufacturing companies and a significantly improved ranking as a potential business location was the result of the year-long campaign.
In an aggressively competitive healthcare marketing environment, Covenant Center for the Heart needed to establish their leadership position and impeccable credentials for cardiac care.
On Valentine’s Day in 2011, Covenant launched the “Love Notes” campaign. It included traditional advertising (outdoor, TV, radio) that supported the strong commitment to mobile, digital and social media (texts, interactive, eBlasts, tweets). Target audiences were directed to the Covenant Center for the Heart home page to sign up for heart-healthy “Love Your Heart” text messages and eBlasts. Others found a heart-shaped Post-It Note on the front page of the newspaper encouraging sign ups. During the first few weeks, the campaign received 2,900 hits and more than 100 text and eBlast sign ups.