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.