A school fundraiser parents are psyched to support? It's real.

A school fundraiser parents are psyched to support? It's real.

Where there's a kid in school or sports... there's a fundraiser. It's a fact of life — especially mine. With countless children I know and love, I'm constantly seeing brochures filled with cookie dough, caramel corn, pizza kits and Christmas wrap. They're doing a read-a-thon to raise money for this. They're selling T-shirts for that. And that bake sale to save the [insert animal species here]? Yeah, that's tomorrow.

While I'm not yet a parent, I see the pressure this puts on them. Of course, they want to do it all. They want their kid to have it all. But, they probably can't help but groan when they pull the PTA letter from their backpack.

Enter this elementary school in Lexington, Kentucky.

Instead of hosting fundraisers upon fundraisers throughout the year, their savvy strategy was a one-time request for donations — hilariously straightforward and refreshingly relatable.

With five donation tiers:

  • $10 meant: "I do not want to bake, so here is the money I would have spent on cupcakes."
  • $25 meant: "I do not want to hit up friends, family and co-workers, so here is the money I would have spent on wrapping paper."
  • $50 meant: "I do not want to walk, swim or run in any activity that has the word 'thon' in it. Here is the money I would have spent on my child's 'FREE' t-shirt."
  • $100 meant: "I really wouldn't have helped anyway, so here is $100 to forget my name."
  • There was also a fill-in-the-blank option that meant: "I am making this donation to express my appreciation for having nothing to buy, sell, or do except fill out this form."

These options were music to parents' ears, and one dad couldn't help but post a photo to Reddit. "Shoutout to the PTA at my kids' elementary school for the most hilariously honest fundraiser I've ever seen," he captioned it.

There, users left more than 2,500 comments. Most were wishing their schools would follow suit, as it's easy for everyone. Members of the PTA aren't spending hours orchestrating every detail of an event. Kids aren't going door-to-door collecting money and delivering goods. Parents aren't pestering people to participate. Win, win, win.

Interestingly enough? This isn't the first school to try this sort of fundraiser. In 2015, a Texas middle school sent an almost identical letter. However, they included an extra tier. Donating $75 meant: "I don't want to attend any fancy balls, so here is the money I would have spent on a new outfit."

While final fundraising amounts couldn't be found, it's worth noting that these effortless fundraisers earned some serious chatter... and I have to assume some serious cash. With no fundraising company to work with, 100% of all proceeds went to the school. For that, I give it an A+.

Eager to experiment with your fundraising efforts? At Brogan & Partners, we specialize in the non-profit space. Let's see what we can do together. Contact us today.

What people ask smart speakers most.

What people ask smart speakers most.

I was enjoying dinner with friends a couple years back when the hostess asked Alexa to play 80s music. There were only eight of us seated around the table and nobody was called Alexa. So I wasn't surprised when the room didn't suddenly fill with dance music or new wave.

But the hostess invoked the mystery guest again, this time a little louder and with a slight edge. "Alexa, play 80s music!" Tears for Fears obliged, "Shout. Shout. Let it all out…"

Roland Orzabal had only started the first verse when the hostess rebuked: "Alexa, not so loud."

"Nice party trick," I thought, as other guests answered my questions before I'd uttered a word. "We use ours mostly to connect with Nest," someone commented. "I got one for Christmas," chimed another. "Haven't even taken it out of the box yet. Where am I going to put that thing?"

Nearly four years later, the voice-activated tech is still playing the hits more than most anything else.

Music is the most popular request smart speaker owners make, according to a recent Voicebot.ai survey of 1,200 U.S. adults. News is the second most common command, with distant topics including "how to" instructions, retail store information, history, movies, sports, among others.

Information Topics Most Requested on Smart Speakers 2018

Consumers also use their smart speakers to control other smart-home devices, like thermostats, lights and locks; and ask for information, like weather forecasts or news updates. The ways in which consumers can use Alexa continue to proliferate as third-party developers create additional Alexa skills—apps that give Alexa even more abilities, connecting her to more devices and even websites. Currently, 45,000 Alexa skills are available.

But for the most part, consumers with smart speakers like the Amazon Echo and Google Home don't use the devices for shopping. Per the Voicebot.ai research, 26.1 percent of consumers who own such devices have used them to make a purchase, and 16 percent of owners do monthly "voice shopping" using their smart speakers.

Sources who have seen Amazon's market intelligence say that the percentage of voice shoppers is significantly lower, with only about 2 percent of consumers with Alexa-powered devices (mainly Amazon Echo speakers) using them for shopping in the first seven months of 2018, according to Gartner Iconoculture research.

Their intelligence also suggests that most consumers who have tried Alexa for shopping didn't do it a second time (TheInformation.com, 6 August 2018). Still, 20 percent of Amazon Echo owners have used Alexa for shopping-related information, like finding deals or tracking purchases (that were probably made on another device)—just not purchases.

While voice-activated search may be off to a relatively sluggish start, brands are nonetheless optimistic. More than 1,200 brands have built apps and products that rely on Amazon Echo and Google Home (Gartners.com, 23 June 2017).

Regardless of whether consumers use smart speakers for little more than play lists, it's impossible to deny their popularity. Amazon is expected to have sold 128 million Echo speakers by 2020 (RBC Capital Markets, 9 March 2017); by 2022, 55 percent of U.S. households will own always-listening voice speakers (Jupiter Research, 11 August 2017).

Before taking your brand boldly into the smart speaker space, consider the nuances between typed search and audible search. Claiming organic territory is always worth the effort and will inform Alexa Skills or other advertising applications.

Like to stay in the loop? Get the Brogan Weekly Recap.

Why cause marketing should be your top priority.

Why Cause Marketing Should Be Your Top Priority

Think you don't have the time or capacity to deal with cause marketing? Think again. A study conducted by Fuse Marketing shows exactly why cause marketing can be a useful tool for your business.

Cause marketing is when a business markets its products in relation to a nonprofit charity, then either donates money or offers support to said charity.

In a survey of 2,000 teens ages 14-17, 67% or more said they would be more inclined to purchase from a brand that supports a cause than one that doesn't.

Teens are Activists

Teenagers have a voice and they are not afraid to make it heard. 68% of teens believe corporations have a larger obligation to the good of society. More than 25% of teens have been to a rally or boycotted a company. Teens are watching, which is why your involvement and contribution to the greater good matters.

The survey revealed that the top five issues teens are concerned with are education, jobs, racism, the environment and terrorism. Work to center your cause marketing around these issues for the greatest impact.

Companies Doing it Right

Want to take a stab at cause marketing but don't know where to start? Take a look at these companies and how they're changing the world and making money through cause marketing.

Puravida – The bracelet company with 1.2 million Instagram followers that was founded by two college student partners (along with artisans from around the world who now receive a steady income). They have a collection that supports over 50 causes, including suicide prevention, mental health awareness and Alzheimer's awareness.

Sand Cloud – The company devoted to saving marine life. From the time of its launch, Sand Cloud has amassed over 600,000 Instagram followers. They show their dedication to improving marine life by donating 10% of every purchase to a variety of causes.

Weekly Recap - May 25, 2018

You know what they say – you can't win if you don't play. So when it comes to your customers, don't be a spectator. Speaking of not being a spectator, one high school senior is stepping up to promote medical treatment for opioid addiction. Just in time for summer fun, the CDC announced an increase in infections from swimming pools and hot tubs. Why more brands want a personal sales holiday.


What happens when you're too busy to talk to your customers. You're busy. Your calendar is packed. You spend your days in back-to-back meetings. And email? Let's not go there. Check out these strategies to carve out more time for customer insights.

There's something special about this powerful PSA. A recent opioid-abuse awareness ad isn't just targeted at teens; it's also written and directed by one. See the efforts to stop the spiral and fight the stigma.

Swimming pools, hot tubs and other summer recreational water hazards. Many summer infections are waterborne. One-third occurs at hotel pools or hot tubs. For Safe Swimming Week, here's what you need to know.

Meanwhile, back at the RANCH

Why more brands want their own sales holiday. Black Friday has had to make room for Cyber Monday and Giving Tuesday. Now more brands are declaring sales holidays to build demand and drive sales.

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."


Like what you see? Share the Brogan Recap.

Why more brands want their own sales holiday.

Why more brands want their own sales holiday.

Black Friday was the first sales holiday. Its popularity came to hasten many a family Thanksgiving, with guests trading second helpings to camp out at Best Buy.

Online commerce later gave us Cyber Monday, the sales holiday for those who want their holiday sales and pumpkin pie too. In a way, they complete each other.

Black Friday appeals to the old school, brick and mortar consumer who enjoys the kind of instant gratification that only comes with shopping bags and the smug superiority of being "done" with Christmas shopping. It's a tradition fueled by FOMO, scarcity and competition.

Cyber Monday shoppers never really cared much for Black Friday—the lines, the parking lots, the crowds. But they missed the deals that Black Friday shoppers wouldn't let them forget. For them, Cyber Monday is the ultimate shopping experience—bargain hunting in their Barcaloungers.

Then American Express had a thought. What's good for big box retailers and online giants isn't necessarily great for small business. So in 2010 the credit card company created Small Business Saturday, wedging it in between Black Friday and Cyber Monday. (Because what's good for all retail is generally good for American Express.)

The giving season is typically a prime time for nonprofits too. In addition to feeling especially generous, savvy consumers round up their tax deductions and give to their favorite charities. Nonprofits often time their annual appeals between Thanksgiving and Christmas for this reason.

Leveraging the power of branding, the 92Y launched Giving Tuesday in 2012 to promote charitable giving. So clever; Giving Tuesday is ideal for shoppers feeling both generous and guilty after a weekend of excess consumption. Giving Tuesday generated $200 million in charitable donations in 2017, $20 million more than in 2016 (TheAtlantic.com, Nov. 28, 2017).

Could Prime Day launch a thousand sales holidays?

Inspired by China's Alibaba Singles' Day, Amazon created Prime Day in 2015. Think Black Friday with an admission price. The online shopping event is reserved for those with an active Amazon Prime subscription. The exclusivity hook has proved profitable; Prime Day was the biggest single-day shopping event in the company's history (Pymnts.com, April 19, 2018). Amazon also uses anticipation to entice shoppers. All we know about this year's event is that it will happen in July.

Copycats wasted no time lining up in Prime's wake. Walmart goes head-to-head against its biggest rival by matching Amazon Prime's prices; Best Buy entered the mix with Big Deals Day and Macy's now promotes an annual "Black Friday in July."

The latest brand made shopping holiday? Way Day, a 24-hour sales event from home-furnishings supplier Wayfair. Launched just after Tax Day in April 2018, it featured new deals every six hours offering savings of as much as 70 percent off retail prices.

Sales holidays aren't just for big retailers. Detroit's Eastern Market has been hosting Flower Day since 1967, using some of the very same marketing tactics employed to promote Black Friday, Small Business Saturday and Giving Tuesday. Here's how:

Tradition: Flower Day has become a holiday for serious and casual gardeners alike. Shoppers come in pairs, generations and coffee clutches. It's a given, a plan that is assumed with details finalized on Mother's Day. It marks the beginning of spring and the growing season, harkening back to our agricultural roots.

FOMO: Social media has been kind to events like Flower Day. Friends post plans for days and weeks in advance, sharing photos and memories of Flower Day's past. They make plans to meet up at Supino's or a favorite honey vendor. No one wants to miss out.

Thrift and exclusivity: Detroit Eastern Market knows its Flower Day audience well. Consider this post: "The earlier you arrive, the fresher the flowers; the later you visit; the better the deals." Some shoppers come for the exclusive flower varieties; others for the savings.

Anticipation: Detroit Eastern Market begins promoting Flower Day weeks in advance, featuring video and images of popular growers, tips to navigate the sheds, parking ideas and how to get the best deals. They invite followers to share memories, plans and advice to get the most out of the event.

Does your brand need a sales holiday?

Click surfing may benefit your retail brand. Learn how.

Weekly Recap - April 6, 2018

What do the Girl Scouts of the USA and North Face have in common? Both have teamed up for equal representation of women. Speaking of teams, are you team Dunkin' Donuts or Starbucks? One of these brands has better social engagement. Another defining characteristic of a successful brand – mobile. And according to Gen Z, a filter isn't just for Instagram.


The North Face aims to "Move Mountains." More adventurous, brave, boundary-breaking women need to be featured in advertising and social media campaigns. Check out the ways the brand is taking its new campaign to heart.

What Dunkin' Donuts can learn from Starbucks' social strategy. Some coffee lovers adore Dunkin' Donuts, others prefer Starbucks. On the social engagement side, however, a clear winner emerges.

2018 State of Digital Advertising. Adobe's analysis of 183 billion website visits, 12 billion video views, 150 billion emails, and 1,000 consumers says that most marketers think their ads are relevant. Most consumers disagree.

Marketing to Gen Z: What everyone over the age of 30 ought to know. If you want to reach Gen Z, you're going to have to rethink some of your marketing strategies.

Meanwhile, back at the RANCH

First ad agency to test "AdBot" automated marketing tool, will scale back to a 2-day work week. Brogan has been chosen as the first U.S. test agency for AdBot, an automated marketing service that utilizes artificial intelligence to essentially clone a creative team.

Cryptocurrency: what marketers should know. Bitcoin. Ethereum. Ripple. No, these aren't random words, they're cryptocurrencies. And here are six brands that are already engaging with them.

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."


Like what you see? Share the Brogan Recap.

Weekly Recap - March 30, 2018

Brand loyalty would be a simple feat were it not for fickle consumers and evolving tastes. Just ask a restaurant chain. AR will be the death of brick and mortar retail. Or its resurrection? Handy search hacks to help you get all the answers. Patients missing appointments? Cue Uber Health.


Four critical factors that drive brand loyalty for casual dining restaurants. Brand loyalty is coveted by all marketers, and even more challenging to attain in the restaurant space that's often subject to wavering consumer tastes. The time is now for brands to re-evaluate retention strategies for today's consumers.

How to ride the mobile AR wave in 2018. The time is ripe for app developers to jump into AR with both feet. Take a look at the ways you could get the most out of AR, and how it could transform everyday experiences.

How to search on Google: 31 Google advanced search tips. Looking for answers fast? Look no further. Here's an overview of some of the most useful Google search tricks.

Meanwhile, back at the RANCH

Healthcare Checkup – March 2018. Touchpoint Analysis, virtual hospitals, and at-home testing keep healthcare accessibility at the forefront. March Madness and influencer marketing insight. Topped off by endearing children hospital videos – led by their biggest stars.

Docs help patients keep appointments with Uber Health. Physicians lose billions annually because of missed appointments. Patients miss out on much more. Check out how Uber Health is bridging the gap to improve healthcare access.

THE Topic of conversation

Communicating with Visuals. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."


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Weekly Recap - March 23, 2018

A supermodel with coding ability? Check. Making coding lessons more accessible to young girls? Double check. Diversity is a competitive weapon in the tech industry. Move over "smart homes," smart cities are coming to town. How to survive a brand crisis? Plan before it hits.


Karlie Kloss and Teach for America team up to help 1,000 girls learn to code. Check out how the supermodel is inspiring young girls to pursue careers in the tech industry.

The tech talent gap is real. Increased diversity is the solution. When we're surrounded by people with different experiences, our brains do something incredible.

The 'fourth industrial revolution' is upon us. Get ready for a next-generation wireless network. Take a look at some of the ways 5G might transform cities over the next few years.

4 steps for effectively managing a PR crisis. Each crisis may come as a surprise, but your response should not be. Get prepared by following these steps.

Meanwhile, back at the RANCH

At-home healthcare testing: fad or future? Patients no longer have to expose themselves and others to germs as they wait to receive test results and prescription refills. See how far at-home testing might go.

AR in the OR. Innovation's on the rise. So is Augmented Reality. Check out how companies are stitching AR into the healthcare industry.

THE Topic of conversation

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."


Like what you see? Share the Brogan Recap.

Weekly Recap - January 12, 2018

Up +10% from last year. Easier checkouts mean more mobile shopping. The year of you. Expect more personalization in 2018. Alexa continues to gain traction. And brands are wondering how to bring voice to their products. Tech is still a boys' club. These women are shaking up the status quo.


Mobile shopping grew during the 2017 holiday season. The data has spoken. 50% of orders were done on phones on December 25th.

5 ecommerce trends to pay attention to this year. Personalized checkouts, voice shopping, diversity in the workplace. We want it all in 2018.

Marketers are racing to reach growing audiences on Amazon's Alexa and Google Home. Alexa and Google Home have sold 27 million devices in the U.S. What does the popularity of voice assistants mean for marketers?

What these 5 women are doing to solve tech's diversity problem. Inclusive AI and coding communities. These women are leading the charge toward a more diverse workforce.

Meanwhile, back at the RANCH

Brogan sharpens the saw, strengthens team at Camp Tamarack. Trust, communication, respect, collaboration and responsibility are fundamental attributes of high performing teams. In the four hours the Brogan Team spent at Tamarack Adventure & Retreat Center, we worked these skills silly – both figuratively and literally.

Millennials would sacrifice voting rights for loan forgiveness. Struggling with student loan debt? What if you could exchange something to be rid of it? Millennials would.

2018 healthcare marketing trends, buzzwords and bingo. It's that time of year again. Everyone's talking 2018 healthcare marketing trends, buzzwords and big ideas. So we thought it might be fun to give our lingo a new twist with this Healthcare Marketing Bingo card.

THE Topic of conversation

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."


Like what you see? Share the Brogan Recap.

Brogan sharpens the saw, strengthens team at Camp Tamarack.

Brogan sharpens the saw, strengthens team at Camp Tamarack.

I hate being picked up. Yes, I'm an adult but it may have more to do with control than age. So when I found myself being hoisted five feet in the air, threaded headfirst through a manmade web as part of a team building experience at Tamarack Adventure & Retreat Center, I braced for the worst.

But it was fun. Really, really fun.

Once in my team's hands, I didn't worry about my weight or breaking my neck. I didn't fret over injuring someone. Instead I felt almost weightless and perfectly safe.

Trust is a powerful thing. It's also the foundation of successful teams and strong leadership. Communication, respect, collaboration and responsibility are also fundamental attributes of high performing teams. In the four hours the Brogan Team spent at Tamarack Adventure & Retreat Center this winter, we worked these skills silly—both figuratively and literally.

Our Tamarack guides, Jess and Tyler, kicked off the morning's events with a short hike through the camp's densely forested trails. They rounded us up at a village clearing for a game of rock/paper/scissors meets simulated balance beam, wrapped in enthusiastic fans and supporters In addition to learning how flexible your team members can be, the point of this exercise is to experience the roar of the crowd. (It feels really good, especially when your peeps chant your name.)

Brogan sharpens the saw, strengthens team at Camp Tamarack.

They divided us into two tidy groups of 12 and we went our separate ways for a couple hours. Tyler led my group deeper into the woods where a thick rope hung from a tall tree. Five or six feet from where the rope knotted near the ground stood a circle of eight, vinyl record-sized tree slices. Our job was to get every team member to the slices without touching the ground after leaving the rope.

The challenge was draped in a story that involved rabid monkeys, a science experiment gone awry, apocalyptic climate conditions, all complicated by mandatory silence. After crushing the task (thanks in part to the climbing rope that a teammate had stowed in his backpack), Tyler took us through two more group initiatives.

We reunited with the other team at a climbing wall, roughly 12 feet tall and smooth to the finish. The final group challenge was to evacuate all participating members over the wall to safety before a platoon of towering alien penguins reached our fortress. Everyone was required to participate actively, though no one was required to scale the wall.

In fairly quick order, the team had selected candidates to be human step stools and the first pair of arms to hoist climbers within reach of the top of the wall. Like the other group initiatives, the exercise demanded communication, trust, cooperation and courage. One of our team members had a terrible fear of falling. During an early challenge, she sang her way through her fears. When she began to doubt her resolve, we drowned out her reservations with cheers. The final tally: Brogan Team, 24; Mutant Penguins, 0.

Before hiking back to the parking lot, Jess and Tyler gathered us in a circle to review the morning's events. Teamwork and trust were central themes. Some discovered new attributes like leadership and risk-taking in colleagues they'd worked with for years. Many were proud of their individual accomplishments and freely credited the team for their support and encouragement. Everyone enjoyed the outdoor setting, deep enough in the woods to escape the confines of an office and reach of cell phone towers.

"It was a great office bonding experience," said the president. "We had so much fun, laughed a lot, and got to enjoy a beautiful day outdoors."

"It got us outside and out of our comfort zones so we can come together," said an account team leader.

"It was a really fun way to get out of the office and problem solve in a unique way," said a copywriter.

"Pick me up!" said the director of strategy.

Weekly Recap - January 5, 2018

Will 2018 top the engagement seen in 2017? Check out this review of last year's most engaging social content, and start thinking about how to top it this year. Cause marketing. Don't miss Matter Unlimited's call for equal opportunity. The year of the podcast. Listeners loved true crime, political discussion and food in 2017.


The most engaging brand content on social media in 2017. Diversity, dog moms, nuggets and more. These ads had brands interacting with consumers all over social media.

Steph Curry, Chance the Rapper and Obama appear in PSA for My Brother's Keeper. Men who make a difference. Three of America's most inspirational men encourage viewers to join the My Brother's Keeper Alliance.

2017's best podcast episodes that raised the bar for storytelling. Podcasts aren't going away in 2018. Marketers, you don't want to miss out on this platform.

Meanwhile, back at the RANCH

Brogan Volunteers 2017. As part of our commitment to community, Brogan & Partners encourages employees to participate in community volunteer activities. Throughout 2017, nearly every Brogan employee took advantage of their volunteer day. Team members worked with homeless shelters, animal rescue centers, high schools, local nonprofits and more, both in state and out.

Incentives for health: When it literally pays to get well. Employers want their workers to be healthier – they're more productive that way. Workers want to be healthy, too. But in the short term, when the donuts are calling and the treadmill is not, we all need a little bribe – er, incentive – to do the healthy thing.

Brogan's best ad campaigns of 2017. We're taking stock in a year well spent and a job well done. We provoked. We tested. We challenged. And we learned a lot along the way. Together with our clients, we connected with consumers to help improve their lives and their communities. Best job ever.

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper "3 Rules to Creating an Authentic Brand."


Like what you see? Share the Brogan Recap.

Brogan's best ad campaigns of 2017.

We're taking stock in a year well spent and a job well done. We provoked. We tested. We challenged. And we learned a lot along the way. Together with our clients, we connected with consumers to help improve their lives and their communities. Best job ever.

Delta Dental of Michigan turns 60.

Delta Dental of Michigan in 2017 celebrated six decades of promoting oral health and dental care in the state. To mark the happy occasion, we captured life moments since 1957 that made us smile—family, holidays, beaches, babies and more. The decades are punctuated with changing fashions and hairstyles, prompting more reasons to smile at the memory of leisure suits and permanents' past.

Henry Ford Health System pioneers Precision Medicine to treat cancer.

Precision Medicine is part of our country's Cancer Moonshot initiative. So when Henry Ford took on a leadership role to bring the Cancer Moonshot's vision of improved cancer treatment to the Midwest, it was a big deal. In short, Precision Medicine enables physicians to customize cancer care based on the patient's DNA and specific cancer. This means more highly advanced options for patients, many even with some of the most critical diagnoses.

Delta Dental of Arkansas gives Medicaid eligible a million reasons to join network.

When the state of Arkansas decided to get out of the Medicaid dental benefits business, Delta Dental of Arkansas was ready to serve. With the state's most extensive dentist network and broad philanthropic outreach, Delta Dental of Arkansas is uniquely positioned to care for the state's most vulnerable population. But the insurer wasn't about to leave such an important decision up to fate. So the company invested in a campaign to illustrate the many ways the local company is the obvious consumer choice.

Delta Dental of Arkansas

Impaired driving sobers up with a shot of virtual reality.

Killing someone while impaired is the number one fear of those who drink and drive. But drivers continue to fool themselves into believing they're capable of driving when impaired, according to research. Some even think they're better drivers.

The facts say otherwise. Impaired drivers are responsible for about a third of Michigan traffic fatalities. Of the 893 fatal crashes in Michigan in 2015, 271 (30.3 percent) were alcohol-related, involving at least one drinking driver or pedestrian.

The Office of Highway Safety and Planning has employed various strategies to end drunk driving, including the fear of manslaughter. This year, we took it a step further. With the help of virtual reality, we invited viewers to consider a typical bar scene and spot the drunk driver whose night would end by taking three innocent lives while behind the wheel. The campaign encourages drinkers to make a plan to get home safely rather than tempt fate.


In addition to some traditional elements, the media strategy included cross-screen digital, Snapchat, connected TV, Facebook, Instagram, audio streaming, video streaming, YouTube and a rich mobile experience.

Henry Ford Health System drafted to be official team of Detroit Pistons.

In 2017, Henry Ford became the official health care provider for the Detroit Pistons. Under the multi-year contract, Henry Ford is building a state-of-the-art training, rehabilitation and sports medicine complex in the New Center area of Detroit.

"We have always believed that investing in our community and supporting our neighbors is vital to the healthcare we provide," said Wright L. Lassiter III, president and CEO of Henry Ford. "We are so pleased to partner with the Pistons on this exciting new venture to combine Henry Ford's medical excellence and innovation with a world class facility to serve our community for years to come."

Patients will continue to have access to Henry Ford's true "team medicine" approach at the new sports medicine facility. The Henry Ford team includes traditional sports medicine experts—orthopedic surgeons, athletic trainers, and nutritionists—and a broad range of other specialists with additional training in sports medicine, including cardiology and pulmonary care, ophthalmology and complex spinal care, pain management and sleep medicine.

So while you may never make it to the NBA, now you can enjoy the same level of big league health care at Henry Ford.

Take that, lizard. Frankenmuth Insurance targets competitors with precision.

How can a regional insurance carrier compete with national brands that flaunt billion dollar ad budgets? Very selectively. Frankenmuth Insurance doesn't aspire to compete with all insurance brands, only those who compete for their consumers. So our marketing strategy has to be incredibly precise. We've used a variety of digital tactics to do this in the past, among other things. But this year we met a new friend that enables Frankenmuth to go head-to-head with big brands like the lizard one and the red lipsticked gal. It's called competitive conquesting.

Competitive conquesting uses Nielsen collected data from IP Addresses to serve digital ads—both video and animated gifs—to consumers who have recently been exposed to competitors' TV ads. Duck, duck, Frankenmuth Insurance.

Frankenmuth Insurance

Covenant HealthCare number one in orthopaedic care.

Covenant HeathCare leads the Great Lakes Bay Region in comprehensive orthopaedic care. Patients come for miles to access the system's surgeons and physicians. News this important demands to be shared, especially when demand for joint replacements is growing. This because implants today are more flexible and last longer, so patients are less likely to delay surgery and enjoy a more active lifestyle.

For those fretting about healthcare reform, MiCare Champions.

Concerned about the state of affairs for healthcare reform? Wondering how it's all going to shake out, but feeling helpless and unsure how to get involved? Our client, Michigan Health & Hospital Association (MHA), gets it—and has just the answer for you. It's called "MiCare Champions." This is the network of citizens they developed to engage in advocacy efforts to protect affordable healthcare in Michigan. Our job was to develop a public advocacy campaign to build this network.

Because vaccination has become an emotional issue, I Vaccinate.

Parents spend every day trying to make the right decisions for their children. Recognizing this fundamental truth, the Michigan Department of Health and Human Services and the Franny Strong Foundation asked us to develop a campaign that would equip parents with the information they need to make the right decision for their children about vaccines. The testimonial-based strategy was executed via video, radio, outdoor and digital mediums and grounded in a website.

FixMiState already.

Turns out, the Flint Water Crisis is only the tip of the iceberg. Michigan has significant infrastructure problems. From drinking water systems to stormwater and wastewater sewer systems, to roads, bridges and dams, most of the state's infrastructure is old or seriously outdated. Together with our partner Martin Waymire, Brogan worked with Michigan Infrastructure & Transportation Association to produce video, digital content and a website to raise awareness and promote action.



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Why Brogan?

Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.