How we showed you can beat cancer with the right team at your side.
Client:
Covenant HealthCare - Breast Cancer
Problem:
Awareness of Covenant's credentials for comprehensive breast cancer treatment and care was not where they wanted it to be. Covenant wanted to focus on spreading awareness of the program as a cancer care leader – one where all of your doctors are working together to fight for your life.
Solution:
The Covenant Cancer Care program employs a “team" approach with exceptional communication among staff and the patient throughout diagnosis and treatment. Our campaign demonstrated that with the support of her team at Covenant, our patient was “stronger than cancer”. The campaign included powerful TV, radio, interactive and print ads.
Call center volume and inquiries specific to Covenant’s Breast Cancer program increased dramatically. The “Treating Yourself Like Royalty” event hosted by Covenant was attended by 255 people – so many, in fact, that Covenant had to cease advertising efforts for the event early, as every spot was filled. The television commercial, “Close Up” won an award from the Annual Healthcare Advertising Awards.
How our treatment was just what the doctor ordered.
Client:
Michigan State Medical Society (MSMS)
Problem:
We needed to increase positive awareness of the Michigan State Medical Society and its benefits by spreading the word to young, hospital-employed doctors, current MSMS members and medical practice office managers, that MSMS is the longstanding, reputable organization that protects physicians and the future of their profession.
Solution:
We created and produced a full-fledged brand campaign complete with print, interactive, e-Blasts, microsite and posters. The creative executions featured smart, attention-getting visuals and messages that engaged and enchanted the target audiences in the medical community.
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 we kept gamblers from losing it all.
Client:
Michigan Department of Community Health
Problem:
As gambling continued to become more available in the state, the Michigan Department of Community Health was looking for a way to reach people with potential gambling problems. MDCH wanted to offer confidential, 24-hour counseling support for those who gamble more than they can afford to lose.
Solution:
We created a dramatic and emotional campaign that included television, print and interactive rich media. Our expandable rich media alone generated over 1.2 million impressions in less than six months, and an average expansion rate of 6.44%, considerably higher than the industry average of 1.6%.
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 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 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 strike-out stroke campaign hit a home run.
Client:
North Carolina Department of Health and Human Services
Problem:
At-risk demographics in certain counties of North Carolina had no idea what blood pressure numbers meant. We had to educate the target audience about heart disease and stroke prevention by informing them about proper blood pressure levels and how to identify the warning signs for stroke.
Solution:
We offered a memorable and informative campaign–82% of respondents to a post-campaign survey could describe the television commercials. 92% of respondents said they would immediately call 911 if they experienced stroke symptoms. Awareness of lesser-known stroke symptoms jumped about 25%.
How smoking children set the phone on fire.
Client:
Michigan Department of Community Health
Problem:
With a significantly reduced budget, spreading an anti-smoking message and offering smokers a free phone counselor would be difficult. Smokers knew the facts about their dangerous habit, and many had tried to quit before but were unsuccessful. We needed an unexpected approach to make them listen.
Solution:
We believed smokers might not quit for themselves, but they'd quit for their children. With this memorable campaign, calls to the Quitline jumped from 227 to over 1,000 a month. The campaign's influence grew as health departments in other states requested to run the spots. The spots won prestigious Radio-Mercury and Mobius awards.
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.
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