marketing to women
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 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 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 the seed of a great brand idea took root.
Client:
Molina Healthcare
Problem:
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.
Solution:
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.
How we led seniors to the fountain of youth.
Client:
LifeSecure
Problem:
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.
Solution:
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.
How we got the Blues in buff shape.
Client:
Blue Care Network
Problem:
The Blue Care Network (BCN) developed Healthy Blue Living, a plan that encouraged individuals to lead healthier lives. We needed to promote the plan's innovation, position BCN as a leader in preventive healthcare, and reinforce the connection between BCN and Blue Cross Blue Shield of Michigan.
Solution:
We developed print, radio, outdoor and interactive materials that showed real people in real situations. 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.
How we helped Covenant show their ♥.
Client:
Covenant HealthCare
Problem:
In an aggressively competitive healthcare marketing environment, Covenant Center for the Heart needed to establish their leadership position and impeccable credentials for cardiac care.
Solution:
On Valentine’s Day, 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 over 100 text and eBlast sign ups. The response continues to be gratifyingly impressive.
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