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Celebrating 30 years of creative advertising: #18 Covenant HealthCare.

Maila Kue's picture

We all know how frustrating it can be when you get stuck driving behind a huge bus. It blocks your view. It slows your speed. So you make every effort to pass the enormous vehicle and drive as many lanes away from it as you can. But when Brogan created transit advertisements for Covenant HealthCare in 2002, cars were slowing down to admire the creative concepts that helped make Covenant HealthCare stand out among its competitors in the healthcare market.  

What better way to increase traffic for our client than to take it out to the streets and put them on buses? Brogan created eye-catching bus wraps to market Covenant’s different services including NICU, Trauma, and Surgery. But what really drove these ads home was how we took advantage of the size and shape of the vehicle.

Whether it was using the actual bus’ wheels to be the wheels of the baby stroller, wrapping the entire bus in caution tape, or revealing the mechanical parts of a bus as it undergoes surgery, the creative series of bus wraps were a success, winning us numerous awards. Not to mention, Covenant services picked up speed as these ads helped increase awareness for our client.

Which of these bus wraps is your favorite?  To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - September 8, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

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Celebrating 30 years of creative advertising: #17 MDCH Women’s Health – Happy Pap Day.

Maila Kue's picture

Some of life’s most precious moments are the ones that happen once a year. Birthdays. Anniversaries. Christmas. Valentine’s Day. And then there’s your once-a-year scheduled pap test. It’s not exactly “precious,” but it’s definitely just as important.

In 2005, research showed that more than 400 women are diagnosed with cervical cancer every year in Michigan. This could eventually lead to death if not detected or treated in time. In response, the Michigan Department of Community Health wanted to get the word out about the importance of a pap test. Getting a pap test once a year could lead to early detection of cervical cancer, which could be treated and cured.

Brogan conducted focus groups research and found that woman had an overall low understanding and familiarity when it came to cervical cancer. This reinforced the importance of promoting awareness. And we did just that—with a cake, some candles, and a Happy Pap Day song.

The catchy tune served as a trigger to remind women to schedule a pap test each year.  And it worked. During a focus group session, a woman commented, “The song will keep it on my mind because it’s easy to relate to and remember... This is the first one that makes me want to call my doctor because it’s related to your birthday; it’s subliminal—another year of your life, so get your pap smear.” We got the message out and added songwriting to our resume. Now that’s something worth celebrating.

What other marketing to women campaigns for healthcare do you remember seeing? To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - September 1, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

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Celebrating 30 years of creative advertising: #16 Ford Field.

Kaitlynn Knopp's picture

It’s hard for most people to imagine Detroit without Ford Field—the enormous stadium that hosts the Lions in the fall and musicians in the summer—but we can.

Twelve years ago, before people knew what fun they’d have in this new Detroit building or how they’d gawk at it every time they drove by, we were hard at work preparing for the opening—preparing to not only get the word out, but to get people excited. And what better way to do that than a football metaphor?

Our ads went everywhere, and they read, “It’s Up! It’s Good!” Those four little words are said over the speakers at almost every football game when there is a field goal or extra point attempt, but they seemed so applicable to Ford Field, too.

The building was finally up. It was built. It was standing. It was good. And it still is.

What’s your best Ford Field memory?

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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8 Apps to Make Social Media Management Easier: #8: PhotoGrid.

Kaitlynn Knopp's picture

If your work computer didn’t come loaded with photo editing software, allow me to introduce you to PhotoGrid. PhotoGrid is a free app that’s great for any social media manager who wants to create a quick and original photo collage.

Like Tweegram and TextonPS, PhotoGrid is easy to use. Once you’ve launched the app, select the pictures from your phone that you’d like to use in the collage. From there, you can change the layout, add text, stickers, borders, filters and backgrounds—making a graphic that your fans and followers on social media will love to engage with.

Will PhotoGrid make social media management easier for you?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

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Celebrating 30 years of creative advertising: #15 Click on Careers

Maila Kue's picture

In 2002, our client, Click On Careers, needed to target a younger audience – individuals who just graduated or had been a few years out of high school. Brogan knew exactly how to effectively reach this demographic. Use humor. And we did just that.

During this time, the Southeastern Detroit Region had a shortage of workers in “technical” jobs – occupations that required training beyond high school, but not necessarily a four-year college degree. And while there had been attempts to solve the problem, there wasn’t a system that provided an easy way for individuals to find both training and technical career opportunities. Click On Careers responded to this dilemma by initiating a website (ClickOnCareers.com) where individuals could visit to get all the information they needed to explore careers, get training, and get a job.

Click On Careers hired Brogan to help launch their campaign and you can bet we were ecstatic for the opportunity to get creative – and get funny. Focus group research helped us better understand the target audience, which ultimately inspired us to establish the program’s name, logo, and clever tagline, “Training and Jobs You’ll Click With.”

We also developed integrated campaign materials that featured witty and humorous copy. This included brochures, posters, coasters, radio, and TV – one of which received a gold Caddy award. But in all seriousness, the launch was a success. All of this earned our client an average of 3,000 visitors a month and 1,000 registrants a month. Now that’s something that’ll get you smiling.

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - August 25, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

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8 Apps to Make Social Media Management Easier: #7: TextonPS.

Kaitlynn Knopp's picture

Are you a social media manager looking to create a quick (but good-looking) graphic for one of your social channels? Luckily, there are lots of apps to help. Like Tweegram, TextonPS is a free app that helps you create great graphics in moments. However, while Tweegram puts your texts on the app’s pre-loaded backgrounds, TextonPS allows you to put text on your own photos.

Once you select a picture to put text on, you can type in your copy. You’re able to change the copy’s placement, the font, color, type size and alignment. It’s yours to experiment with until you have exactly what you want—an image accompanied by text that your fans and followers will love.

When will you start using TextonPS to make social media management easier?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

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The weekly recap - August 18, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Celebrating 30 years of creative advertising: #14 Joe Ricci Automotive.
What kind of image comes to mind when you think of car dealers?

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8 Apps to Make Social Media Management Easier: #6: Tweegram.

Kaitlynn Knopp's picture

If you’re a social media manager who’s not privileged enough to work alongside an art director or graphic designer, creating custom visuals to share on your social media channels may be a bit of a struggle. Luckily, there are plenty of free apps that will create great graphics in moments—one of which is Tweegram.

Once you open Tweegram, you’ll be prompted to type in copy. Whether you want to share a quote, holiday greeting, fact or call to action, type it in and click “Next.” Then, you’ll be able to choose from dozens of free backgrounds that will go behind your copy—each one with a different font and type size.

When you’re satisfied with your creation, click “Share,” and do just that. Share it on your Facebook or Twitter pages or even send it in an email. The choice is yours.

How will you use Tweegram to make social media management easier?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

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Celebrating 30 years of creative advertising: #14 Joe Ricci Automotive.

Laurie Hix's picture

What kind of image comes to mind when you think of car dealers? Exactly, not a good one. But Joe Ricci is a very different kind of car dealer. He is known for being a good guy and his customers raved about him. So when it came to branding his three dealerships (which each sold different brand cars) we made Joe the brand with the idea “He’s a good Joe.” Using customer testimonials and Joe as a humble spokesperson, the television, radio, print and point of sale played up this differentiator, which stood out like a yellow Corvette in a lot of gray minivans amidst the cutthroat competition of car dealerships. Under the Good Joe campaign, the Joe Ricci Automotive Group saw a 25% sales increase, a 500% increase to their 1-800 number, and the PR campaign drove more buzz with earned exposure in newspapers on the radio. The campaign was a good jumping off point to leverage all the good deeds Joe did in the community.

Even though it had a very modest budget, the “Good Joe” campaign is a great example of how a big brand idea can deliver the goods for clients. It’s the kind of creative, result-driven advertising we are proud to consistently deliver to our clients in southeastern Michigan. To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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