BRANDING
How we unwrapped the sweet spot on the world’s favorite Ham.
Client:
The HoneyBaked Ham Company
Problem:
Since 1957, HoneyBaked had a featured place at the table for special family occasions. But when HoneyBaked’s patent for spiral-sliced hams expired, the company saw more competition and a decline in market share. The company asked Brogan & Partners to reintroduce the HoneyBaked brand to a newer, Internet generation while maintaining their loyal customer base.
Solution:
Optimizing a 21st century marketing strategy and tapping into the strong emotional connection families have for the beloved HoneyBaked brand, we found the sweet spot. Our four year marketing effort has resulted increased holiday web traffic by over 104%, increased coupon redemptions, a 3700% growth in VIP customer email database, and increased sales despite the down economy.
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. The brand TV spot won a Silver award in the prestigious Healthcare Advertising Awards.
How bringing the audience to tears made our client smile.
Client:
St. John Health
Problem:
St. John Health, a nine-hospital health system, needed a strong, unifying brand. The hospital needed a greater emotional connection to its audience and an increased brand differentiation to set them apart in the extremely competitive Southeastern Michigan marketplace.
Solution:
We promoted positive awareness of St. John Health and their dedication to treat the whole person: body, mind and spirit. Our poignant TV and radio spots made listeners cry, but it also made them call–along with increased physician referral volumes, we significantly increased web/call center traffic.
How a Comcast microsite enlightened Chicago.
Client:
Comcast-Chicago
Problem:
Comcast was in the throes of launching new products and battling major competitors for market leadership. Brogan was to amplify Comcast's traditional advertising campaign to include interactive digital and establish a brand presence with a hard-to-reach, web-savvy target audience.
Solution:
We created the guru campaign to help guide consumers on the path to technological enlightenment. With over 23,000 visitors, the guru microsite captivated potential customers with Comcast's "Triple Play" product benefits and persuaded them to convert to the brand. Comcast retained its dominant leadership in the Chicago market.
How our ads in restrooms got careers out of the toilet.
Client:
ClickOnCareers.com
Problem:
Despite the dramatic growth in the number of "technical" jobs available in Southeastern Detroit, there was a shortage of "technical" workers in the area. ClickOnCareers was created to link potential employers with training, education and future employees.
Solution:
We created awareness among high school students and graduates about ClickOnCareers.com. From restroom posters to bar coasters, we used traditional and guerilla advertising tactics to increase the number of technical and skilled laborers in the area. The site obtained an average of 9,000 visitors in the first three months.
How a fuel dispenser company pumped up a new image.
Client:
Gilbarco Veeder-Root
Problem:
Long a leader in the gas "dispensing" industry, Gilbarco Veeder-Root was also a leader in technology. While the company itself had unmatched convenience store expertise and innovative, comprehensive products, their image hadn't caught up. We needed to establish a clear brand for Gilbarco.
Solution:
We brought a human touch to technology through direct mail, advertising, collateral material, interactive tools and a microsite. The consistent brand campaign helped them exceed sales forecasts and secured them the technology leadership position. International affiliates are now adopting the brand.
How we used their heads and our brains to create a smarter brand.
Client:
University of Toledo Medical Center
Problem:
UTMC was perceived as a "small fish" in an area of big competitors. We needed to develop a brand identity that would positively distinguish UTMC and highlight its unique competitive advantage–university quality care from the only academic medical center in the region.
Solution:
We used real patients to demonstrate UTMC's "Higher Degree of Healing." The campaign increased website and phone traffic significantly, and we received extremely positive feedback from physicians and associates, as well as greater internal pride and a strong brand identity.
How boocoo put the awe back in auctions.
Client:
Ranger Data Technologies–boocoo auctions
Problem:
As frustrated consumers were backing away from the increased rates and big retailers on eBay, Ranger Data Technologies saw an opportunity for a new kind of auction experience and created boocoo.com. They knew could make online buying and selling exciting again. They hired us to create and introduce the boocoo brand in a way that grabbed the attention of auction sellers and buyers.
Solution:
We created a young, smart, fresh brand personality that generated the attention and actions wanted and needed. The campaign included targeted print, interactive and social media. Within 7 months, boocoo generated 16,000 registered users, over 26,000 items listed on the site and over 115,000 visitors a month.
How we helped a hospital live in the moment.
Client:
The Christ Hospital
Problem:
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.
Solution:
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.
How we doctored up a physician recruitment campaign.
Client:
Oakland County Medical Society
Problem:
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.
Solution:
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 over 400 visitors to the site within one month of the launch and very positive feedback from physicians.
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